back2schoolexpress.com website review

Your mobile performance score is 66. Pages that score under 90 lose visitors before the first paint.

9 images could be 178 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 700 ms faster on a phone.

8 files are served with short cache lifetimes, so returning visitors download them again (45 KiB).

9 files block the first paint until they finish downloading. Deferring or inlining them could save about 300 ms.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 250 ms).

About 36 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 150 ms faster on a phone.

About 21 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 150 ms faster on a phone.

Polyfills for old browsers add 19 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

6 third-party services load with your homepage (Klaviyo, Shopify and Bugsnag and others), adding 473 KiB and 60 ms of main-thread time.

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

Your largest element takes 8.3 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

The page becomes fully interactive after 8.3 s. Good is under 3.8 s.

Visually, the page fills in at 5.9 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 2.7 s on a phone. Good is under 1.8 s.

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

Chrome's UX Report (opens in a new tab) has too little real-visitor traffic for this site, so the figures here are lab measurements from Google's test phone on a throttled 4G connection.

Your homepage downloads 2.3 MB in 211 requests on a phone: other files 728 KiB (82), images 712 KiB (22) and scripts 447 KiB (84). Under 2 MB keeps phones on slow connections fast.

Moved_to_ECR4Kids_1.png 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).

4 images further down the page (103 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 0.65 g of CO₂e: 77.6 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

3 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.

Some lists contain elements other than list items, which screen readers announce wrongly.

All page content should be contained by landmarks: 5 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: 3 elements on the page fail this check, rated moderate by axe-core.

Banner landmark should not be contained in another landmark: 1 element on the page fails this check, rated moderate by axe-core.

Document should not have more than one banner landmark: 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: 3 elements on the page fail this check, rated minor by axe-core.

Elements with visible text labels do not have matching accessible names. (4 elements).

No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.

3 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.

Your <h1> is empty.

The homepage links to 47 pages on back2schoolexpress.com and 12 external pages.

There is no Organization (or LocalBusiness) JSON-LD, so search engines and AI assistants have no machine-readable facts about who runs the site: its name, logo, profiles and contact details.

https://back2schoolexpress.com/customer_authentication/redirect has no <title>, so Google invents the link text in results.

https://back2schoolexpress.com/customer_authentication/redirect is marked noindex but linked from your homepage. If it is meant to be found, remove the noindex.

https://back2schoolexpress.com/blogs/journal, https://back2schoolexpress.com/pages/contact and https://back2schoolexpress.com/customer_authentication/redirect have no meta description, so Google writes the search snippet from whatever text it finds.

https://back2schoolexpress.com/pages/about-us, https://back2schoolexpress.com/pages/faq, https://back2schoolexpress.com/pages/contact and https://back2schoolexpress.com/customer_authentication/redirect have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 16 found) and read each the way a search engine does.

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

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

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

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 387 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager and Klaviyo (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 11 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 18 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.