choice.com.au website review

15 images could be 5.4 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 2.4 s faster on a phone.

About 475 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.6 s faster on a phone.

10 files are served with short cache lifetimes, so returning visitors download them again (307 KiB).

27 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.4 s.

Your mobile performance score is 37 (desktop: 70). Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

The page has 3,556 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

8 third-party services load with your homepage (Google Tag Manager, Facebook and Clarity and others), adding 1.3 MB and 1.5 s of main-thread time.

Google Tag Manager costs a phone 975 ms of main-thread work and 870 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.

About 42 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.

A phone's processor spends 3.3 s on main-thread work while loading, 1.9 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

9 long tasks block the main thread while loading, the longest for 299 ms. During a long task the page ignores taps.

Polyfills for old browsers add 34 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

Desktop scores 70 but mobile only 37. A gap that wide usually means heavy scripts and images that hit phones hardest.

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.

3 KiB could be saved by minifying JavaScript.

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.

Real visitors wait 2.2 s for your server to start answering (75th percentile). Good is under 800 ms.

Your largest element takes 22.2 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Black and white image of a hand pointing at a cork board co…”.

The page becomes fully interactive after 24.1 s. Good is under 3.8 s.

Visually, the page fills in at 11.0 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 5.3 s on a phone. Good is under 1.8 s.

Scripts block taps and scrolling for 806 ms in total while the page loads. Good is under 200 ms.

Real visitors wait 2.5 s for the largest content to appear (75th percentile). Good is under 2.5 s.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 125 ms to 154 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Real visitors see the first content after 2.5 s (75th percentile). Good is under 1.8 s.

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

Your homepage downloads 8.5 MB in 173 requests on a phone: images 6.7 MB (56), scripts 1.5 MB (68) and stylesheets 114 KiB (20). Under 2 MB keeps phones on slow connections fast.

4 images further down the page (475 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

4 images are downloaded at several times the size a phone draws them, for example 1975-trade-practices.jpg at 1,200 px wide, shown at 312 px. Resized copies would save about 181 KiB.

2 images (315 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 2.40 g of CO₂e: 287.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Certain ARIA roles must contain particular children: 1 element on the page fails this check, rated critical by axe-core.

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

Headings skip levels (h3 → h5, h2 → h4 and h2 → h5), which makes the page harder to scan with a screen reader.

Your meta description is 247 characters; Google truncates after about 160, so the end of your pitch is cut.

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

The homepage links to 797 pages on choice.com.au and 33 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.

/donate has no meta description, so Google writes the search snippet from whatever text it finds.

/donate has no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 196 found) and read each the way a search engine does.

1 link from your homepage to your own site is broken, for example https://www.choice.com.au/cdn-cgi/content?id=W9T7SM9aEzyj2rKuRKt43Pkq.283Kcl.6atFl1TZ5hs-1793217859.9956074-1.2.1.1-D9tTUSwbeEC324dNRMx3RBhI5SvHucleofNEmGnqcNJy7gqRR9Oa8nTYmeuucv1V (404).

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.

Neither X-Frame-Options nor a CSP frame-ancestors policy is set, so any site can embed yours in a frame.

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

2 links go through two or more redirects, for example https://facebook.com/choiceaustralia.

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.

choice.com.au's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

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 697 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, Google Tag Manager, Hotjar and Meta Pixel and 2 mores (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 29 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 32 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.