coolstorybuffalo.com website review

28 images could be 1.6 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 5.0 s faster on a phone.

The page has 3,408 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

Your mobile performance score is 70. Pages that score under 90 lose visitors before the first paint.

2 files block the first paint until they finish downloading. Deferring or inlining them could save about 400 ms.

A phone's processor spends 3.8 s on main-thread work while loading, 838 ms of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

8 third-party services load with your homepage (Google Tag Manager, Klaviyo and Shopify and others), adding 722 KiB and 294 ms of main-thread time.

About 56 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.

4 long tasks block the main thread while loading, the longest for 200 ms. During a long task the page ignores taps.

About 104 KiB of JavaScript is downloaded but never used on this page.

5 files are served with short cache lifetimes, so returning visitors download them again (33 KiB).

Polyfills for old browsers add 19 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.

Your largest element takes 14.7 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Slide image”.

The page becomes fully interactive after 17.9 s. Good is under 3.8 s.

Visually, the page fills in at 5.2 s (Speed Index). Good is under 3.4 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 7.2 MB in 276 requests on a phone: images 3.7 MB (39), media 1.5 MB (1) and other files 829 KiB (116). Under 2 MB keeps phones on slow connections fast.

8 images further down the page (482 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

5 images (275 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 2.05 g of CO₂e: 246.4 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Scrollable region must have keyboard access: 20 elements on the page fail this check, rated serious by axe-core.

9 elements hidden from screen readers can still receive keyboard focus.

1 image has no alt text, which hurts accessibility and image search.

Contentinfo 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 contentinfo landmark: 1 element on the page fails 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.

Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.

All page content should be contained by landmarks: 1 element on the page fails this check, rated moderate by axe-core.

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

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

Elements with visible text labels do not have matching accessible names. (13 elements).

There is no <h1>, so neither visitors nor Google get a clear main headline.

No Open Graph image, so links shared on LinkedIn, Slack or Facebook show no preview picture.

The homepage links to 210 pages on coolstorybuffalo.com and 7 external pages.

https://www.coolstorybuffalo.com/collections/new-arrivals, https://www.coolstorybuffalo.com/collections/apparel, https://www.coolstorybuffalo.com/collections/home, https://www.coolstorybuffalo.com/collections/jewelry, https://www.coolstorybuffalo.com/collections/self-care-time and https://www.coolstorybuffalo.com/collections/made-local-stationary and 1 other use the same meta description. A description written for each page earns more clicks.

https://www.coolstorybuffalo.com/collections has no <h1> headline, so visitors and search engines get no clear main topic.

https://www.coolstorybuffalo.com/collections/home took over 3 s to send its HTML from our server.

We fetched 15 pages linked from your homepage (of 66 found) and read each the way a search engine does.

28 of 59 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

1 error was logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.

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 410 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Klaviyo 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 15 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 26 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.