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decadorn.com website review
Visit site (opens in a new tab)Reviewed 12 November 202640 issues · 89 checks
This review found 40 issues worth fixing on decadorn.com, 11 of them high impact, across 89 checks. The most urgent: render-blocking requests. Your full playbook turns these into prioritised fixes alongside reviews, competitors and channels.
- Homepage
- Phone render
- Links and pages
- Google PageSpeed
Google PageSpeed Insights (opens in a new tab), mobile
Site score
84B- #19,786 of 108,953 reviewed websitesbeats 77%
- #12,886 of 61,775 online storesbeats 73%
- #12,516 of 56,370 Shopify storesbeats 71%
Closest competitors among Shopify stores
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 23, 2026 | 2.4 s |
| May 30, 2026 | 2.4 s |
| Jun 6, 2026 | 2.3 s |
| Jun 13, 2026 | 2.3 s |
| Jun 20, 2026 | 2.3 s |
| Jun 27, 2026 | 2.3 s |
| Jul 4, 2026 | 2.3 s |
| Jul 11, 2026 | 2.3 s |
| Jul 18, 2026 | 2.5 s |
| Jul 25, 2026 | 2.4 s |
| Aug 1, 2026 | 2.5 s |
| Aug 8, 2026 | 2.5 s |
| Aug 15, 2026 | 2.5 s |
| Aug 22, 2026 | 2.5 s |
| Aug 29, 2026 | 2.5 s |
| Sep 5, 2026 | 2.5 s |
| Sep 12, 2026 | 2.5 s |
| Sep 19, 2026 | 2.4 s |
| Sep 26, 2026 | 2.4 s |
| Oct 3, 2026 | 2.3 s |
| Oct 10, 2026 | 2.2 s |
| Oct 17, 2026 | 2.2 s |
| Oct 24, 2026 | 2.2 s |
| Oct 31, 2026 | 2.2 s |
| Nov 7, 2026 | 2.1 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 23, 2026 | 110 ms |
| May 30, 2026 | 110 ms |
| Jun 6, 2026 | 111 ms |
| Jun 13, 2026 | 112 ms |
| Jun 20, 2026 | 113 ms |
| Jun 27, 2026 | 114 ms |
| Jul 4, 2026 | 115 ms |
| Jul 11, 2026 | 117 ms |
| Jul 18, 2026 | 121 ms |
| Jul 25, 2026 | 121 ms |
| Aug 1, 2026 | 121 ms |
| Aug 8, 2026 | 122 ms |
| Aug 15, 2026 | 122 ms |
| Aug 22, 2026 | 121 ms |
| Aug 29, 2026 | 122 ms |
| Sep 5, 2026 | 123 ms |
| Sep 12, 2026 | 122 ms |
| Sep 19, 2026 | 120 ms |
| Sep 26, 2026 | 121 ms |
| Oct 3, 2026 | 121 ms |
| Oct 10, 2026 | 129 ms |
| Oct 17, 2026 | 137 ms |
| Oct 24, 2026 | 144 ms |
| Oct 31, 2026 | 144 ms |
| Nov 7, 2026 | 142 ms |
Chrome UX Report (opens in a new tab): real Chrome visitors over rolling 28-day periods.
One score from every part of this review. How it works
Speed
Render-blocking requests
1.5 s6 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.5 s.
Main-thread work: 6.1 s
A phone's processor spends 6.1 s on main-thread work while loading, 2.1 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
8 third-party services on the page
8 third-party services load with your homepage (Shopify, Google Tag Manager and Klaviyo and others), adding 1.5 MB and 1.4 s of main-thread time.
Improve image delivery
650 ms · 733 KiB6 images could be 733 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 650 ms faster on a phone.
Reduce unused JavaScript
300 ms · 822 KiBAbout 822 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 300 ms faster on a phone.
Mobile performance score: 62
62/100Your mobile performance score is 62. Pages that score under 90 lose visitors before the first paint.
Shopify adds 766 ms
766 msShopify costs a phone 766 ms of main-thread work and 749 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.
Use efficient cache lifetimes
350 ms · 131 KiB12 files are served with short cache lifetimes, so returning visitors download them again (131 KiB).
Reduce unused CSS
300 ms · 67 KiBAbout 67 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.
Klaviyo adds 189 ms
189 msKlaviyo costs a phone 189 ms of main-thread work and 350 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.
1,971 HTML elements
The page has 1,971 HTML elements. Above 1,500, rendering and every interaction get slower on phones.
Legacy JavaScript
150 ms · 50 KiBPolyfills for old browsers add 50 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.
18 long tasks on the main thread
18 long tasks block the main thread while loading, the longest for 157 ms. During a long task the page ignores taps.
Chained critical requests
Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.
Forced reflow
Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.
Minify CSS
2 KiB2 KiB could be saved by minifying CSS.
1 checks passed
Server response: 12 ms
12 msYour server sent the HTML in 12 ms, well inside Google's 600 ms guideline.
Core Web Vitals
Largest Contentful Paint: 10.5 s
10.5 sYour largest element takes 10.5 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.
Time to Interactive: 21.3 s
21.3 sThe page becomes fully interactive after 21.3 s. Good is under 3.8 s.
Speed Index: 8.3 s
8.3 sVisually, the page fills in at 8.3 s (Speed Index). Good is under 3.4 s.
Tap response (INP) got 30% slower for real visitors
+30%Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' tap response (inp) went from 110 ms to 142 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Total Blocking Time: 241 ms
241 msScripts block taps and scrolling for 241 ms in total while the page loads. Good is under 200 ms.
9 checks passed
Passes Core Web Vitals for real visitors
Real Chrome users on phones pass Google's Core Web Vitals on this page (28-day field data from the Chrome UX Report (opens in a new tab)).
Real-user LCP: 1.3 s
1.3 sReal visitors wait 1.3 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 141 ms
141 msReal visitors wait 141 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user CLS: 0.00
0.00For real visitors the layout shifts by 0.00 (75th percentile). Good is under 0.1.
Real-user FCP: 1.0 s
1.0 sReal visitors see the first content after 1.0 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 385 ms
385 msReal visitors wait 385 ms for your server to start answering (75th percentile). Good is under 800 ms.
Largest content (LCP) got 10% faster for real visitors
-10%Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' largest content (lcp) went from 2.4 s to 2.1 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
First Contentful Paint: 1.2 s
1.2 sThe first text or image appears after 1.2 s, inside the 1.8 s “good” threshold.
Cumulative Layout Shift: 0.009
0.009The layout barely moves while loading (CLS 0.009, good is under 0.1).
Images and page weight
Page weight: 4.9 MB in 307 requests
4.9 MBYour homepage downloads 4.9 MB in 307 requests on a phone: images 2.2 MB (31), scripts 1.5 MB (152) and other files 843 KiB (92). Under 2 MB keeps phones on slow connections fast.
1 image over 500 KB
CYO_Gifting_slower.gif weighs 2.0 MB. On a phone connection a single image that size takes seconds.
2 images in older formats
2 images (2.2 MB) 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.
3 images below the first screen load straight away
3 images further down the page (93 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.
About 1.4 g of CO₂ per visit
1.38 gBy the Sustainable Web Design model, a visit to your homepage emits about 1.38 g of CO₂e: 165.6 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
1 checks passed
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
Scrollable region must have keyboard access (4 elements)
Scrollable region must have keyboard access: 4 elements on the page fail this check, rated serious by axe-core.
1 text element with low contrast
1 text element doesn't have enough contrast against the background to read easily, especially outdoors on a phone.
22 images without alt text
22 images have no alt text, which hurts accessibility and image search.
All page content should be contained by landmarks (4 elements)
All page content should be contained by landmarks: 4 elements on the page fail this check, rated moderate by axe-core.
Contentinfo landmark should not be contained in another landmark (1 element)
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)
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)
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)
Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.
4 links without text
4 visible links have no text or label, so screen readers cannot say where they go.
Alternative text of images should not be repeated as text (4 elements)
Alternative text of images should not be repeated as text: 4 elements on the page fail this check, rated minor by axe-core.
Headings skip levels
Headings skip levels (h3 → h5), which makes the page harder to scan with a screen reader.
1 checks passed
47 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 57 WCAG 2.2 A/AA and best-practice rules on the phone render: 47 passed and 10 failed. 2 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
No H1 headline
There is no <h1>, so neither visitors nor Google get a clear main headline.
Meta description is long (172 characters)
Your meta description is 172 characters; Google truncates after about 160, so the end of your pitch is cut.
129 internal links, 5 external
The homepage links to 129 pages on decadorn.com and 5 external pages.
6 checks passed
Title: 57 characters
Your title is a healthy 57 characters: “Handmade Birthstone & Gemstone Jewellery | Decadorn, Bath”.
Canonical URL set
The canonical URL is https://decadorn.com/.
Structured data in place
Structured data found: Organization and WebSite.
Open Graph tags complete
Open Graph tags are complete, so shared links show a title, description and image.
robots.txt in place
robots.txt is in place and points crawlers to your sitemap.
XML sitemap found
Your XML sitemap is reachable at https://decadorn.com/sitemap.xml.
AI search readiness
Some text only appears after JavaScript runs
53%The HTML your server sends has 817 of the 1,547 words a browser shows. AI crawlers don't run JavaScript, so they miss the rest.
3 checks passed
AI answer engines may read the site
Your robots.txt lets the crawlers behind ChatGPT search, Claude and Perplexity read the site and cite it in answers.
Organization data: 4 of 6 facts
Your Organization JSON-LD gives name, url, logo and sameAs (social profiles); description and contact details would complete it.
llms.txt published
The site publishes https://decadorn.com/llms.txt (6 KiB, 8 links), a plain-text guide to the site for AI tools.
Other pages
3 pages share a meta description
https://decadorn.com/pages/christmas-gift-guide, https://decadorn.com/pages/create-your-own and https://decadorn.com/pages/gemstone-guide use the same meta description. A description written for each page earns more clicks.
3 pages without an H1
https://decadorn.com/pages/christmas-gift-guide, https://decadorn.com/pages/create-your-own and https://decadorn.com/pages/gemstone-guide have no <h1> headline, so visitors and search engines get no clear main topic.
15 internal pages checked
We fetched 15 pages linked from your homepage (of 50 found) and read each the way a search engine does.
6 checks passed
Linked pages load
All 15 pages we checked loaded without an error.
Canonical URLs point to themselves
No page we checked hands its ranking to a different URL.
Every page has a meta description
All 15 pages that loaded have a meta description.
Titles are unique
Every page we checked has its own title.
No linked page is hidden from search
None of the pages we checked carries a noindex tag.
Every page has a title
All 15 pages that loaded have a <title>.
Best practices
15 small tap targets
15 of 30 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.
3 JavaScript errors while loading
3 errors were logged to the browser console while the page loaded, for example “klaviyo.init is not a function”.
1 checks passed
Mobile viewport set
The page declares a mobile viewport.
Content and conversion
Local business without LocalBusiness data
Your homepage shows a street address but no LocalBusiness JSON-LD, so Google and AI assistants have to guess your address, hours and phone from the page text.
No phone number on the homepage
A local customer looking to call finds no phone number on the homepage. Add one, ideally as a tap-to-call link.
No direct contact details
No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.
No risk reducer
No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.
About 1,547 words of copy
The homepage carries about 1,547 words of visible text.
6 checks passed
Clear next step on the first screen
On a phone, the first screen shows a clear next step: “Start creating”.
13 calls to action
The homepage has 13 calls to action, for example “Shop”, “Shop by Collection Show menu” and “Shop by Type Show menu”.
8 short forms
8 short forms (1 field at most) are right on the homepage.
Social proof on the page
Social proof on the homepage: 5 testimonial or review blocks and a star rating.
Analytics in place
Analytics detected: Google Tag Manager, Microsoft Clarity and Hotjar.
Opening hours shown
Your opening hours are on the homepage.
Privacy and tracking
8 trackers load before any consent
8Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Hotjar and Klaviyo and 3 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.
22 cookies set on arrival
22Opening the homepage sets 22 cookies, 2 of them by other companies (measured from a US location before any click).
No consent tool detected
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.
35 other companies contacted
Loading the homepage contacts 35 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
Security, domain, email and software versions
The security, domain and email checks, software and plugin versions, and any app with a known security problem are visible only to people at decadorn.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Apps on your store
Your storefront loads 13 apps. Each one is code from another company running for your shoppers.
Apps your storefront loads
Pandectes Gdpr · Eg Auto Add To Cart · Sami Wholesale · Sami B2b Lock · Judge Me Reviews · Klaviyo Email Marketing Sms · Gdpr Cookie Consent · Wholesale Lock Hide Price · Bundlebuilder · cloudfront.net · eight-cdn.com · nfcube.com · conversionbear.com
Apps found in the homepage's code. Apps that only run in checkout or the admin aren't seen, and a headless storefront shows none. App data from programmable.info
Upkeep, stack and company
Stack
- E-commerce
- Shopify
- Analytics
- Google Tag Manager | Hotjar
- Hosting
- Shopify
Hiring
- Hiring
- 1 open role
- Job board
- careers page
- Careers page
- decadorn.com/pages/careers (opens in a new tab)
Company
- Headquarters
- London
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 40 issues on decadorn.com, including 16 speed issues, 2 SEO issues and 3 conversion gaps. That is the website alone. The full Growth Playbook pairs these findings with what your customers say in public reviews and communities and what your closest competitors do better, then turns everything into at least 20 prioritised ideas, each with the evidence behind it, a step-by-step playbook, a metric and an owner.
- 28 research agents read your site, reviews, competitors, communities and public filings
- Customer review mining (G2, Capterra, Trustpilot and more) and voice-of-pain analysis in your buyers’ own words
- Competitor intelligence with battlecards for your closest rivals
- Ideal customer profile, buyer segments and buying-stage funnel
- Ranked channels, outreach sequences and content angles
- Live Reddit threads where buyers ask for what you sell, with draft replies
- Earned media and PR openings
- At least 20 ideas with evidence, a step-by-step playbook, metric, owner, effort and impact, grouped into this week, this quarter, big bets and wildcards, plus a 30/60/90-day roadmap
- PDF, Markdown, CSV, Notion and Linear exports, and a shareable page your team can track progress on
- Refresh the playbook later to see what changed
14-day money-back guarantee: not happy for any reason, email us within 14 days and we refund in full.