fjorkmerino.com website review

The page has 5,167 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

A phone's processor spends 4.5 s on main-thread work while loading, 1.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

Your mobile performance score is 76. Pages that score under 90 lose visitors before the first paint.

7 third-party services load with your homepage (Wistia, Shopify and web.app and others), adding 953 KiB and 672 ms of main-thread time.

5 files block the first paint until they finish downloading. Deferring or inlining them could save about 550 ms.

Wistia costs a phone 447 ms of main-thread work and 284 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.

Shopify costs a phone 159 ms of main-thread work and 447 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 201 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 150 ms faster on a phone.

About 47 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.

7 long tasks block the main thread while loading, the longest for 168 ms. During a long task the page ignores taps.

3 images could be 82 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

14 files are served with short cache lifetimes, so returning visitors download them again (81 KiB).

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.

The page becomes fully interactive after 9.6 s. Good is under 3.8 s.

Your largest element takes 4.7 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Two friends in merino tops facing a sea of clouds at sunset”.

Scripts block taps and scrolling for 297 ms in total while the page loads. Good is under 200 ms.

Visually, the page fills in at 3.4 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 3.4 MB in 460 requests on a phone: other files 1.2 MB (212), scripts 1.0 MB (179) and images 813 KiB (31). Under 2 MB keeps phones on slow connections fast.

1 image (77 KiB) is 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 0.97 g of CO₂e: 116.6 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

5 images have no alt text, which hurts accessibility and image search.

All page content should be contained by landmarks: 48 elements on the page fail this check, rated moderate by axe-core.

The page has no <main> landmark, so screen-reader users cannot jump straight to the content.

54 form fields have no label, so screen readers announce an empty box and autofill guesses.

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

There are 2 <h1> headlines (“Fjork Merino, technical merino wool clothing for …” and “We clean up after ourselves.”). One clear main headline is easier for people and search engines.

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

The homepage links to 241 pages on fjorkmerino.com and 14 external pages.

https://fjorkmerino.com/collections/women/tops, https://fjorkmerino.com/collections/women/bottoms, https://fjorkmerino.com/collections/women/Accessories, https://fjorkmerino.com/collections/women/Ski, https://fjorkmerino.com/collections/women/hiking and https://fjorkmerino.com/collections/women/running and 2 others are marked noindex but linked from your homepage. If they are meant to be found, remove the noindex.

https://fjorkmerino.com/collections/all has no meta description, so Google writes the search snippet from whatever text it finds.

https://fjorkmerino.com/collections/women, https://fjorkmerino.com/collections/women/tops, https://fjorkmerino.com/collections/women/bottoms, https://fjorkmerino.com/collections/women/Accessories, https://fjorkmerino.com/collections/women/Ski and https://fjorkmerino.com/collections/women/hiking and 2 others use the same meta description. A description written for each page earns more clicks.

We fetched 15 pages linked from your homepage (of 86 found) and read each the way a search engine does.

11 of 46 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

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 971 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager and Meta Pixel (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 27 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.