Quarterly ranking of corporate websites

50%MDAX OVERALL

ABOUT US

IR

GOVERNANCE

MEDIA

CSR

CAREERS

CONTENT

USABILITY

MOBILE

MULTIMEDIA

SOCIAL WEBSITE

57%52%43%31%27%

50%69%51%34%44%

54%

Get in touch to receive a personalised IQ report comparing your digital presence to your peers.

Airbus Group

71%

Bilfinger

69%

Lanxess

64%

Wacker Chemie

62%

Dürr

61%

IQ RankingIQ INDEX REPORT – MDAX Q1 2016

Investis IQ research www.investis.de @InvestisDeutsch

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Anita Colvin

anita.colvin@investis.com+49 (0) 931 3561 129

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AVERAGE

User experience

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Introduction CommentaryThe average overall MDAX score is 50%, up by two percent since the index was last fully scored in Q4 2015. This score is 14% ahead of the global average score of more than 2,100 companies scored globally in the past year. Six companies in the MDAX have significantly restructured their websites which not only enhanced their own scores but has also lifted the overall index. The MDAX score is comparable to the ATX but is well behind the global leaders, the DAX 30 and OMXH25, which both stand at 65%. The index performs comparably well in all categories, with websites generally of a high quality with engaging content. The areas where the MDAX has traditionally lagged behind - social website, mobile and multimedia – have all seen improvement with the biggest gains in the use of mobile and modest progress in multimedia and social website.

• This latest ranking of the MDAX shows a leap in scores by six percent in the Mobile category which shows that companies are finally catering for the ever growing mobile audience, which we generally see as between 25-30% of all corporate website traffic.

• One of the most highly trafficked pages on a corporate website is the strategy page, and only 12% of companies quantify their strategic goals. Companies within the MDAX would do well to learn from their larger counterparts within the DAX 30 and address this gap in information. In addition, very few companies discuss the market environment, vital context when assessing company performance, especially during challenging economic times.

• In regard to a lack of narrative content which is a feature across the index, very few companies make the effort to present the “investment case” which is essentially the five minute elevator pitch that a CEO might give to a journalist or potential investor. It aims to simplify the wealth of data available across an IR site and deliver a compelling and often highly visual story.

• CSR content is the weakest of all content categories, although Airbus are a shining beacon of quality in this field, perhaps due to this being at the core of their product strategy. It’s worth looking at their “Corporate Social Responsibility” section which includes good content across health and safety, the environment, innovation and with embedded reporting. The Airbus section includes a significant amount of performance data, but like the whole of the index, there are no data charting tools to allow a more interactive analysis of the data.

• All the companies provide summary and detailed profile information about the company catering for the quick browser and more interested visitor, but nearly half of them do not offer a corporate video which is disappointing given that the consumption of video content more broadly across the web is growing significantly.

• 74% of the MDAX webcast their results, with 62% offering audio webcasting and 12% providing video. However, recent Investis research shows that 46% of buy-side professionals consider video webcasting to be more useful than audio webcasting, and in addition, by providing video webcasts the audience is likely to be double the size as the experience is much richer.

• The social scores have room for improvement across the index, scoring the lowest of all categories. Allowing social sharing, embedding social content, and automatically publishing news content to your channels are all easily achievable without significant cost and resource. It is useful to bear in mind that a recent study showed that 96% of all journalists use Twitter in their daily research.

• Bilfinger has an overall average score of 69% and is positioned second behind Airbus Group which leads the index with a score of 71%. They score in the top three in most categories but stand out most prominently in the Social Website. They score well for CSR and Careers content.

• Bilfinger is the top performer in the Social Website category. Bilfinger has a wide presence on all the major social channels and also includes embedded content from Twitter. Helping your audience to consume content in the channel that they choose, shows a real commitment to delivering a great user experience, and engaging your audiences.

• CSR content is included within the “Responsibility” section which has a significant amount of content as well as an embedded Sustainability report, a great way of creating a more engaging user experience with good narrative content, and ensuring that this content is well integrated with other content across the site.

• The “Careers” section has a great depth of content catering for apprentices to experienced hires. The careers landing page is heavy with content, but good images are featured. The “We are Bilfinger” feature including a variety of profiles is good, with the promotion of charity work included with links to social channels.

• While the website is fully responsive to cater to a mobile audience, a corporate app can further strengthen the quality of their mobile communication. Many corporates have thousands of active app users, highlighting the ongoing relevance of such tools despite the emergence of responsive design.

• With a multimedia score of 56%, there are some good videos available, but including more interactive features such as image galleries, maps, and timelines will help provide an even more engaging experience.

• Adding a keyword search filter to the press releases section will further improve the user experience as this is a large archive and we know that these pages are accessed by journalists and other stakeholders when completing research.

Case study: Bilfinger

OVERALL CONTENT USABILITY MOBILE MULTIMEDIA SOCIAL WEBSITE ABOUT US IR GOVERNANCE MEDIA CSR CAREERS

Airbus Group

71%

Airbus Group

78%

Bilfinger

72%

MTU

86%

Airbus Group

78%

Bilfinger

71%

Wacker Chemie

79%

Deutsche Euroshop

68%

Lanxess

92%

Airbus Group

81%

Airbus Group

72%

Airbus Group

76%

Bilfinger

69%

Lanxess

75%

Wacker Chemie

69%

Airbus Group

74%

Lanxess

59%

Airbus Group

71%

K+S

74%

Airbus Group

66%

Airbus Group

88%

Leoni

68%

Bilfinger

63%

Zalando SE

70%

Lanxess

64%

K+S

74%

Airbus Group

67%

Leoni

71%

Bilfinger

56%

Deutsche Euroshop

67%

Airbus Group

68%

Lanxess

63%

K+S

88%

Bilfinger

64%

Lanxess

56%

Bilfinger

65%

50% 57% 52% 43% 31% 27% 54% 50% 69% 51% 34% 44%

Overall global scores

Category score by index

Content breakdown

20 40 60 80 100

20 40 60 80 100

MDAX FTSE 250 Global Average

ABOUT US

IR

GOVERNANCE

MEDIA

CSR

CAREER

OVERALL

CONTENT

USABILITY

MOBILE

MULTIMEDIA

SOCIAL WEBSITE

User experience

INDEX SCORE DATE SCORED

DAX 30 65% Q1 2016

OMXH 25 65% Q1 2016

DOW JONES 60% Q3 2015

FTSE 100 59% Q1 2016

OMXS 30 59% Q1 2016

S&P 100 57% Q3 2015

NYSE 100 55% Q3 2015

OMXC 20 56% Q1 2016

SMI EXPANDED 52% Q4 2015

ATX 50% Q4 2015

NASDAQ 100 49% Q3 2015

OBX 47% Q1 2016

MDAX 50% Q1 2016

IBEX 35 47% Q1 2015

FTSE 250 46% Q4 2015

GLOBAL 42% Q1 2016

MICEX/RTS 40% Q4 2015

PSI 20 35% Q1 2015

UAE 20 33% Q2 2015

QSE 25% Q4 2015

Content breakdown

About Investis and the IQ Rankings

How it works

The Investis Quarterly (IQ) benchmarking service allows publicly listed companies to measure the performance of their corporate website against their peers and best practice.

We have a dedicated team of analysts reviewing hundreds of websites across the world’s leading indices. In total, more than 2,100 corporate websites were scored on 200 criteria in the past year.

Investis is one of the world’s leading providers of digital corporate communications services, with offices in the UK, the United States, Finland, Germany, Sweden and India.

The criteria used to score a website are analysed through the following categories.

User experience» Content: overall score of all content

elements across the site

» Usability: user experience, navigation, search functionality, accessibility and coding standards

» Mobile: how well the communications strategy caters to smartphones and tablets

» Multimedia: whether the site ‘shows’ (using multimedia in its various forms) or ‘tells’ (using just words)

» Social Website: whether the site is up to date with social media and in tune with changing technology and audience expectations

Content breakdown» About Us: background and contextual

information

» IR: a broad measure of the site from an investor perspective

» Governance: regulatory requirements and best practice

» Media: how well the site meets the needs of journalists and researchers

» CSR: how effectively the site engages with these important stakeholder issues

» Careers: critical elements for prospective and existing employees

OVERALL CONTENT USABILITY MOBILE MULTIMEDIA SOCIAL WEBSITE ABOUT US IR GOVERNANCE MEDIA CSR CAREERS

Airbus Group

71%

Airbus Group

78%

Bilfinger

72%

MTU

86%

Airbus Group

78%

Bilfinger

71%

Wacker Chemie

79%

Deutsche Euroshop

68%

Lanxess

92%

Airbus Group

81%

Airbus Group

72%

Airbus Group

76%

Bilfinger

69%

Lanxess

75%

Wacker Chemie

69%

Airbus Group

74%

Lanxess

59%

Airbus Group

71%

K+S

74%

Airbus Group

66%

Airbus Group

88%

Leoni

68%

Bilfinger

63%

Zalando SE

70%

Lanxess

64%

K+S

74%

Airbus Group

67%

Leoni

71%

Bilfinger

56%

Deutsche Euroshop

67%

Airbus Group

68%

Lanxess

63%

K+S

88%

Bilfinger

64%

Lanxess

56%

Bilfinger

65%

50% 57% 52% 43% 31% 27% 54% 50% 69% 51% 34% 44%

IQ INDEX REPORT – MDAX Q1 2016

Scores are out of 100. Where the overall score is the same, rank has been determined using the Usability score as a secondary measure.

1 Airbus Group 71%

2 Bilfinger 69%

3 Lanxess 64%

4 Wacker Chemie 62%

5 Dürr 61%

6 OSRAM Group 60%

7 K+S 60%

8 Hochtief 60%

9 Hugo Boss 59%

10 Fraport 58%

11 Hannover Rück 58%

12 GEA Group 58%

13 RTL Group 58%

14 MTU 57%

15 Evonik Industries 57%

16 Deutsche Euroshop 57%

17 Gerresheimer 55%

18 Leoni 54%

19 Stada 54%

20 Metro 53%

21 Symrise 53%

22 Talanx AG 53%

23 Zalando SE 52%

24 COVESTRO AG 52%

25 NORMA Group 51%

Rank Company Score Rank Company Score

UK+44 20 7038 9000

USA1-646-766-9000

GERMANY+49 (0) 931 35610

FINLAND+358 40 748 8864

SWEDEN+46 31 80 26 10

2 Bilfinger 69% 3 64%Lanxess1 Airbus Group 71%

UK+44 20 7038 9000

USA1-646-766-9000

GERMANY+49 (0) 931 35610

FINLAND+358 40 748 8864

SWEDEN+46 31 80 26 10

26 Krones 50%

27 Aurubis 49%

28 Axel Springer 49%

29 Alstria Office 49%

30 Stroeer 47%

31 Rheinmetall 47%

32 Fuchs Petrolub 46%

33 Brenntag 45%

34 Aareal Bank 45%

35 Jungheinrich Ag 44%

36 Salzgitter 44%

37 Kuka 44%

38 Kion Group 43%

39 Hella 43%

40 Sudzucker 42%

41 Wincor Nixdorf 42%

42 Deutsche Wohnen 41%

43 DMG Mori Seiki 40%

44 Steinhoff 37%

45 TAG Immobilien 35%

46 LEG Immobilien AG 35%

47 Deutsche Pfandbriefbank 32%

48 Rhön-Klinikum 31%

49 Fielmann 27%

50 CTS Eventim 25%