Global gateway fail: DeWalt

DeWalt_gateway1

DeWalt greets visitors with a pull-down global gateway shown here:

DeWalt_gateway

This type of landing page is not ideal in this day and age.

Using geolocation (see Geolocation for Global Success), DeWalt could take the user directly to the localized website and display an overlay asking the user to confirm or change locale setting. But this is not the main reason I’m writing about DeWalt.

This is:

DeWalt_gateway1

The menu shows a clear preference in favor of visitors from the USA.

Let’s suppose you’re visiting from the UK — you’ve got a bit of scrolling ahead of you. Not only that, you (and everyone else) is now acutely aware that DeWalt displays a bias in favor of its American visitors.

So what’s the solution?

I suggest avoiding long pull-down menus altogether. There are plenty of global gateway menus that display all options on one page.

For more on global gateways, check out The Art of the Global Gateway and 25 Amazing Global Gateways.

 

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Author: John Yunker

John co-founded Byte Level Research in 2000 and is author of The Web Globalization Report Card. He also co-founder of Ashland Creek Press.