birdwelljapan.com website review

45 images could be 923 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 1.9 s faster on a phone.

Your mobile performance score is 44. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

12 files are served with short cache lifetimes, so returning visitors download them again (231 KiB).

About 252 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 600 ms faster on a phone.

5 files block the first paint until they finish downloading. Deferring or inlining them could save about 500 ms.

A phone's processor spends 2.0 s on main-thread work while loading, 993 ms of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

Klaviyo costs a phone 162 ms of main-thread work and 309 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.

8 third-party services load with your homepage (Klaviyo, amplifiedcdn.com and Yotpo and others), adding 845 KiB and 492 ms of main-thread time.

5 long tasks block the main thread while loading, the longest for 125 ms. During a long task the page ignores taps.

About 38 KiB of CSS is downloaded but never applied on this page.

Polyfills for old browsers add 27 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.

5 KiB could be saved by minifying JavaScript.

Your largest element takes 13.7 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 13.9 s. Good is under 3.8 s.

The layout shifts by 0.463 while loading, so content jumps under the reader's thumb. Good is under 0.1.

Visually, the page fills in at 5.3 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 2.6 s on a phone. Good is under 1.8 s.

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 4.2 MB in 309 requests on a phone: images 2.4 MB (103), scripts 855 KiB (69) and other files 826 KiB (124). Under 2 MB keeps phones on slow connections fast.

Olarte_WINTER_5168-3.webp 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).

8 images (329 KiB) are JPEG, PNG or GIF. The same pictures as WebP or AVIF are usually much smaller at the same quality, and every current browser shows them.

By the Sustainable Web Design model, a visit to your homepage emits about 1.20 g of CO₂e: 143.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

All page content should be contained by landmarks: 2 elements on the page fail this check, rated moderate by axe-core.

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

1 form field has no label, so screen readers announce an empty box and autofill guesses.

Headings should not be empty: 6 elements on the page fail this check, rated minor by axe-core.

Headings skip levels (h1 → h3, h1 → h3 and h1 → h3), which makes the page harder to scan with a screen reader.

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

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

There are 10 <h1> headlines (“カート”, “SIZE GUIDE” and “”). One clear main headline is easier for people and search engines.

Your meta description is 174 characters; Google truncates after about 160, so the end of your pitch is cut.

The homepage links to 105 pages on birdwelljapan.com and 2 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://birdwell-japan.com/pages/rewards, https://birdwell-japan.com/collections/boardshort, https://birdwell-japan.com/collections/jacket, https://birdwell-japan.com/collections/t-shirt, https://birdwell-japan.com/collections/tank-top and https://birdwell-japan.com/collections/long-sleeve and 9 others have no meta description, so Google writes the search snippet from whatever text it finds.

https://birdwell-japan.com/pages/rewards, https://birdwell-japan.com/collections/tank-top, https://birdwell-japan.com/collections/shirt, https://birdwell-japan.com/collections/knit, https://birdwell-japan.com/collections/pant and https://birdwell-japan.com/collections/hat and 1 other have under 150 words in the HTML. Thin pages rarely rank; if the text loads with JavaScript, crawlers that don't run it see even less.

https://birdwell-japan.com/collections/boardshort, https://birdwell-japan.com/collections/jacket and https://birdwell-japan.com/collections/t-shirt took over 3 s to send their HTML from our server.

We fetched 15 pages linked from your homepage (of 54 found) and read each the way a search engine does.

23 of 68 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

3 errors were logged to the browser console while the page loaded, for example “$ is not defined”.

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.

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 328 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Hotjar 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 13 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 25 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.