assem.nl website review

6 files block the first paint until they finish downloading. Deferring or inlining them could save about 2.2 s.

Google Tag Manager costs a phone 1.1 s of main-thread work and 978 KiB of downloads while your page loads. That alone is enough to make taps feel slow. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Your mobile performance score is 23 (desktop: 27). Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

The page has 3,944 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

About 552 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 900 ms faster on a phone.

8 third-party services load with your homepage (Google Tag Manager, bloomreach.com and Salesforce Commerce Cloud and others), adding 1.2 MB and 1.2 s of main-thread time.

4 images could be 479 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

About 52 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 300 ms faster on a phone.

9 long tasks block the main thread while loading, the longest for 267 ms. During a long task the page ignores taps.

A phone's processor spends 2.6 s on main-thread work while loading, 1.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

17 files are served with short cache lifetimes, so returning visitors download them again (110 KiB).

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

Polyfills for old browsers add 22 KiB JavaScript that modern phones do not need.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

Real Chrome users on phones do not pass Google's Core Web Vitals on this page (28-day field data from the Chrome UX Report (opens in a new tab)). Google uses this in ranking.

Your largest element takes 13.1 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

The layout shifts by 0.824 while loading, so content jumps under the reader's thumb. Good is under 0.1.

The page becomes fully interactive after 15.4 s. Good is under 3.8 s.

The first text or image appears after 3.3 s on a phone. Good is under 1.8 s.

Scripts block taps and scrolling for 693 ms in total while the page loads. Good is under 200 ms.

Real visitors wait 313 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

Visually, the page fills in at 5.5 s (Speed Index). Good is under 3.4 s.

23 images have no width and height attributes, so the layout jumps as each one loads.

Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' tap response (inp) went from 205 ms to 232 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' largest content (lcp) went from 1.2 s to 1.2 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 4.2 MB in 119 requests on a phone: images 2.6 MB (68), scripts 1.2 MB (22) and fonts 180 KiB (6). Under 2 MB keeps phones on slow connections fast.

Two_category_home_heren.jpg is on the first screen but marked loading="lazy", so the browser waits before fetching it and the page looks finished later. Load it eagerly (and give it fetchpriority="high" if it is the main image).

6 images are downloaded at several times the size a phone draws them, for example Tile_1.jpg at 1,000 px wide, shown at 193 px. Resized copies would save about 382 KiB.

By the Sustainable Web Design model, a visit to your homepage emits about 1.18 g of CO₂e: 141.8 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Certain ARIA roles must be contained by particular parents: 3 elements on the page fail this check, rated critical by axe-core.

1 element use ARIA attributes their role does not allow, which confuses screen readers.

ARIA commands must have an accessible name: 2 elements on the page fail this check, rated serious by axe-core.

9 images have no alt text, which hurts accessibility and image search.

All page content should be contained by landmarks: 56 elements on the page fail this check, rated moderate by axe-core.

Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 1 element on the page fails this check, rated moderate by axe-core.

1 visible link has no text or label, so screen readers cannot say where it goes.

ARIA role should be appropriate for the element: 1 element on the page fails this check, rated minor by axe-core.

Headings skip levels (h2 → h4 and h2 → h4), which makes the page harder to scan with a screen reader.

Your title is only 26 characters: “The Art of Fashion | Assem”. Between 30 and 65 characters leaves room to say what you do and for whom.

Structured data found (OnlineStore and WebSite) but with 1 problem, for example “WebSite: missing name”.

No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.

1 link has no real href, so search engines can't follow it.

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

The homepage links to 1,196 pages on assem.nl and 5 external pages.

There is no /llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

/nieuw/dames, /tassen-accessoires/dames and /nieuw/heren are marked noindex but linked from your homepage. If they are meant to be found, remove the noindex.

/ and /beauty-beauty.html all use the title “The Art of Fashion | Assem”, and 1 other title repeat too. Search engines can't tell which page to show for a search, so each competes with the others.

/boutiques, /nieuw/dames, /tassen-accessoires/dames and /nieuw/heren use the same meta description. A description written for each page earns more clicks.

/beauty-beauty.html, /merken and /heren have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 191 found) and read each the way a search engine does.

3 errors were logged to the browser console while the page loaded, for example “Cannot read properties of null (reading 'querySelector') https://www.assem.nl/on/demandware.static/Sites-assem-nl-Site/…”.

The page has no <!DOCTYPE html>, so browsers render it in quirks mode.

Large scripts ship without source maps.

No Strict-Transport-Security header, so browsers may still try plain http first on a return visit.

No Content-Security-Policy header, the main browser-side defence against injected scripts.

X-Content-Type-Options: nosniff is missing, so browsers may guess file types.

No Referrer-Policy header, so full URLs can leak to the sites you link to.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

There is no /.well-known/security.txt telling researchers how to report a security problem to you.

assem.nl has no CAA record, so any certificate authority may issue a certificate for it. A CAA record naming your provider (for example letsencrypt.org) closes that door.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

Your homepage shows a street address but no LocalBusiness JSON-LD, so Google and AI assistants have to guess your address, hours and phone from the page text.

A local customer looking to call finds no phone number on the homepage. Add one, ideally as a tap-to-call link.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

The homepage shows no opening hours. If customers visit or call, show when.

There is no link to Google or Apple Maps. A directions link is one tap for a phone visitor.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

The homepage carries about 435 words of visible text.

Email authentication: SPF record 25 points, plus 15 when it ends in -all (10 for ~all); DMARC record 25, plus 25 for a reject policy (15 for quarantine); a DKIM key on a common selector 10.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics and Google Tag Manager (measured from a US location before any click). No consent tool was detected. Visitors from the EU, UK and several US states must be asked first.

Opening the homepage sets 19 cookies (measured from a US location before any click).

No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.

Loading the homepage contacts 12 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.