John Yunker

Co-founder of Byte Level Research

John Yunker (@johnyunker), co-founder of Byte Level Research (, consults with many of the world’s leading global brands, providing web globalization training and benchmark services. He has also worked on the client side, most recently as a program manager at Microsoft. Over the years, he has authored nine annual editions of The Web Globalization Report Card. He pioneered best practices in global navigation and is author of The Art of the Global Gateway and The Savvy Client’s Guide to Translation Agencies. He writes the blog Global By Design ( and contributes to UX Magazine.

Articles by John Yunker

When You Can’t Translate Everything: Successfully Managing Language Expectations

by John Yunker | August 27, 2014 | Comments Off on When You Can’t Translate Everything: Successfully Managing Language Expectations

translation signs

Marketing and web executives typically have to fight to get the budgets they need to localize their websites for all of their intended markets. And, because budgets are limited, tough decisions are often made over what content gets translated and what does not get translated. In addition, some companies want to test the waters of […]


dotConfusing — What you need to know about the next wave of top-level domains

by John Yunker | May 6, 2014 | 1 Comment


Perhaps you’ve read the news articles about how a flood of new top-level domains — from .bike to .watch — are promising to revolutionize the Internet. And maybe you’ve also heard that if you don’t register your company on these new domains, you’ll be in danger of missing out, just like you may have missed […]


5 Questions to Ask Any Potential Translation Vendor

by John Yunker | March 25, 2014 | No Comments

translation key

Your translation agency is your voice to the world. Select the right agency, and the world will hear you loud and clear. Select the wrong agency, and the world may never know what you have to say — or worse, hear something you never intended to say. When selecting a translation agency, plan on asking […]


Do You Speak Canadian? Localizing Your Website For a Canadian Audience

by John Yunker | March 4, 2014 | No Comments

Do you speak Canadian?

As they begin their global expansion, American companies often select Canada first under the assumption that the market will be easier to succeed in than more distant and culturally unfamiliar markets such as Germany or Japan. However, physical and cultural proximity should not be confused with ease of market entry or ease of website localization. […]


Five Reasons You Should Take Your Ecommerce Global – and Five Reasons You Shouldn’t

by John Yunker | February 18, 2014 | No Comments

Expanding business globally

Expanding into a new market can be a risky and expensive undertaking. Based on my experience, for every ten companies that should be expanding abroad, there are roughly one or two companies that would have been better served by staying at home a little while longer. Some companies aren’t ready to go global, and some […]


What to Look for in an International Ecommerce Customer Service Employee

by John Yunker | February 11, 2014 | Comments Off on What to Look for in an International Ecommerce Customer Service Employee


An often-overlooked aspect of going global is how to best support customers across different languages, time zones, and cultural expectations. It’s important that you hire the right people as you begin your global expansion. After all, you may not speak the language of your customers, so you are placing a great amount of faith in […]


Going Beyond Stock Photos to Succeed Locally

by John Yunker | January 27, 2014 | No Comments


Stock photos are the bread and butter of corporate websites and blogs, and, when they are well used, they can catch the eye, communicate a concept, or convey a mood. But when going global, stock photos that are relevant to one country (such as the US) may not be as suitable for other countries, or, […]


How to Improve Online Checkout for Global Markets

by John Yunker | December 30, 2013 | No Comments


The difference between online success and online failure can sometimes be attributed to the checkout process. Perhaps your customer was surprised by shipping costs and abandoned the shopping cart. Or the stated delivery time was longer than expected. Or perhaps your customer simply got confused at some point along the way. These challenges are compounded […]


Is Your Website World Ready? Web Design Tips to Improve Your Market Entry Strategies

by John Yunker | December 17, 2013 | No Comments

website image

Software companies have long embraced a two-stage process of taking software global — a process that applies equally well to web globalization. The first stage is internationalization, which involves redesigning your website (and re-engineering underlying software) so that it can be easily localized to support any potential market. After your website is world ready, you […]


Tips and Best Practices for Targeting an APAC Audience (Part 2)

by John Yunker | October 14, 2013 | No Comments

globe with target

A few weeks ago I wrote about the big picture questions you should ask before targeting an APAC market, such as retail channels, payment methods, and web hosting. Now it’s time to start thinking about localizing your website and brand for the local markets in Asia. Here are some tips to keep in mind.   […]