billabong.com website review

7 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.1 s.

Your mobile performance score is 32. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 9.4 s on main-thread work while loading, 3.7 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 7,527 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

48 images could be 1.4 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 350 ms faster on a phone.

8 third-party services load with your homepage (Shopify, Klaviyo and Optanon and others), adding 1.6 MB and 1.4 s of main-thread time.

25 files are served with short cache lifetimes, so returning visitors download them again (393 KiB).

About 527 KiB of JavaScript is downloaded but never used on this page.

Shopify costs a phone 479 ms of main-thread work and 293 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Klaviyo costs a phone 414 ms of main-thread work and 615 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

20 long tasks block the main thread while loading, the longest for 214 ms. During a long task the page ignores taps.

About 74 KiB of CSS is downloaded but never applied on this page.

Polyfills for old browsers add 45 KiB JavaScript that modern phones do not need.

11 KiB JavaScript is shipped twice across bundles.

6 KiB could be saved by minifying CSS.

6 KiB could be saved by minifying JavaScript.

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.

The page becomes fully interactive after 20.6 s. Good is under 3.8 s.

Visually, the page fills in at 10.3 s (Speed Index). Good is under 3.4 s.

The layout shifts by 0.504 while loading, so content jumps under the reader's thumb. Good is under 0.1.

Your largest element takes 5.6 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Dixie Cardigan - True Navy”.

Scripts block taps and scrolling for 604 ms in total while the page loads. Good is under 200 ms.

Real visitors wait 349 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

For real visitors the layout shifts by 0.15 (75th percentile). Good is under 0.1.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.9 s to 2.2 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Real visitors see the first content after 1.8 s (75th percentile). Good is under 1.8 s.

The first text or image appears after 2.2 s on a phone. Good is under 1.8 s.

Your homepage downloads 11.8 MB in 863 requests on a phone: images 8.4 MB (451), scripts 1.7 MB (143) and other files 1.4 MB (246). Under 2 MB keeps phones on slow connections fast.

24B121506_BSD_OM-1.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).

1 image is downloaded at several times the size a phone draws it, for example BL000938W_TRV_OM-B.jpg at 700 px wide, shown at 219 px. Resized copies would save about 7 KiB.

By the Sustainable Web Design model, a visit to your homepage emits about 3.35 g of CO₂e: 402.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

37 tap targets are too small or too close together to hit reliably with a finger.

1 text element doesn't have enough contrast against the background to read easily, especially outdoors on a phone.

Heading levels should only increase by one: 1 element on the page fails this check, rated moderate by axe-core.

17 visible links have no text or label, so screen readers cannot say where they go.

Elements with visible text labels do not have matching accessible names. (1 element).

Structured data found (Organization and WebSite) but with 1 problem, for example “WebSite: potentialAction.target is not an absolute URL ("https://www.billabong.com/search?q={search_term_string}")”.

The homepage links to 272 pages on billabong.com and 0 external pages.

There is no https://www.billabong.com/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.

Your homepage links to https://www.billabong.com/collections/womens-fall-shop, which answers with an error. Visitors hit a dead end and search engines drop it.

https://www.billabong.com/collections/womens-surf-inspired-body-care has no meta description, so Google writes the search snippet from whatever text it finds.

https://www.billabong.com/pages/billabong-gift-guide has no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 135 found) and read each the way a search engine does.

53 of 144 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

6 images are displayed at the wrong aspect ratio, so they look stretched or squashed.

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

Social proof on the homepage: 31 trust badges. Pairing it with named testimonials or customer logos makes it far more convincing.

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 610 words of visible text.

Before a visitor clicks anything, the page loads Klaviyo (measured from a US location before any click). A consent tool (OneTrust) is installed; check it blocks these until visitors agree where the law requires it.

Opening the homepage sets 13 cookies (measured from a US location before any click).

Loading the homepage contacts 41 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.