Website review, no card needed

formulandcanada.com logo

formulandcanada.com website review

Visit site (opens in a new tab)Reviewed 12 November 202611 issues · 68 checks

This review found 11 issues worth fixing on formulandcanada.com, 1 of them high impact, across 68 checks. The most urgent: 1 text element with low contrast. Your full playbook turns these into prioritised fixes alongside reviews, competitors and channels.

  1. Homepage
  2. Phone render
  3. Links and pages
  4. Google PageSpeed

Google PageSpeed Insights (opens in a new tab), mobile

Real-visitor load time (LCP)75th percentile, phones
2.1 s1.5 sMay 23Nov 71.5 s
Show as table
DateReal-visitor load time (LCP)
May 23, 20261.7 s
May 30, 20261.7 s
Jun 6, 20261.8 s
Jun 13, 20261.8 s
Jun 20, 20261.8 s
Jun 27, 20261.9 s
Jul 4, 20261.9 s
Jul 11, 20261.9 s
Jul 18, 20262.0 s
Jul 25, 20261.9 s
Aug 1, 20262.0 s
Aug 8, 20261.9 s
Aug 15, 20261.9 s
Sep 12, 20261.8 s
Sep 19, 20261.9 s
Sep 26, 20261.9 s
Oct 3, 20261.8 s
Oct 24, 20261.6 s
Oct 31, 20261.6 s
Nov 7, 20261.5 s
Real-visitor tap response (INP)75th percentile, phones
125 ms101 msMay 23Oct 31111 ms
Show as table
DateReal-visitor tap response (INP)
May 23, 2026106 ms
May 30, 2026104 ms
Jun 13, 2026112 ms
Jun 20, 2026111 ms
Jun 27, 2026112 ms
Jul 4, 2026112 ms
Jul 11, 2026112 ms
Jul 18, 2026113 ms
Jul 25, 2026120 ms
Aug 8, 2026116 ms
Sep 5, 2026122 ms
Sep 12, 2026114 ms
Sep 19, 2026112 ms
Sep 26, 2026119 ms
Oct 3, 2026117 ms
Oct 31, 2026111 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

Full-page screenshot of formulandcanada.com (phone) rendered by Google PageSpeed Insights

How it loaded on a phone

  1. formulandcanada.com at 0.4 s0.4 s
  2. formulandcanada.com at 0.8 s0.8 s
  3. formulandcanada.com at 1.1 s1.1 s
  4. formulandcanada.com at 1.5 s1.5 s
  5. formulandcanada.com at 1.9 s1.9 s
  6. formulandcanada.com at 2.3 s2.3 s
  7. formulandcanada.com at 2.6 s2.6 s
  8. formulandcanada.com at 3.0 s3.0 s

Speed

3 to fix91
  • Render-blocking requests

    750 ms

    4 files block the first paint until they finish downloading. Deferring or inlining them could save about 750 ms.

  • Reduce unused JavaScript

    434 KiB

    About 434 KiB of JavaScript is downloaded but never used on this page.

  • Main-thread work: 2.1 s

    A phone's processor spends 2.1 s on main-thread work while loading, 971 ms 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 (Clarity, Klaviyo and Shopify and others), adding 570 KiB and 292 ms of main-thread time.

  • Improve image delivery

    150 ms · 68 KiB

    6 images could be 68 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 150 ms faster on a phone.

  • Reduce unused CSS

    150 ms · 38 KiB

    About 38 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.

  • 2 long tasks on the main thread

    2 long tasks block the main thread while loading, the longest for 60 ms. During a long task the page ignores taps.

  • Use efficient cache lifetimes

    28 KiB

    7 files are served with short cache lifetimes, so returning visitors download them again (28 KiB).

  • Legacy JavaScript

    19 KiB

    Polyfills for old browsers add 19 KiB JavaScript that modern phones do not need.

  • Minify JavaScript

    7 KiB

    7 KiB could be saved by minifying JavaScript.

  • 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.

2 checks passed
  • Mobile performance score: 91

    91/100

    Your mobile performance score is 91. That is in Google's “good” band (90 and up).

  • Server response: 7 ms

    7 ms

    Your server sent the HTML in 7 ms, well inside Google's 600 ms guideline.

Core Web Vitals

3 to fix100
  • Largest Contentful Paint: 3.3 s

    3.3 s

    Your largest element takes 3.3 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Kendamil Goat, HiPP Bio Combiotik 1 and Holle Bio goat 2 fo…”.

  • Time to Interactive: 5.1 s

    5.1 s

    The page becomes fully interactive after 5.1 s. Good is under 3.8 s.

  • 12 images without width and height

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

  • Tap response (INP) held steady for real visitors

    +9%

    Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' tap response (inp) went from 106 ms to 111 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

  • Largest content (LCP) held steady for real visitors

    -9%

    Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' largest content (lcp) went from 1.7 s to 1.5 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

10 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: 1.5 s

    1.5 s

    Real visitors wait 1.5 s for the largest content to appear (75th percentile). Good is under 2.5 s.

  • Real-user INP: 104 ms

    104 ms

    Real visitors wait 104 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

  • Real-user CLS: 0.00

    0.00

    For real visitors the layout shifts by 0.00 (75th percentile). Good is under 0.1.

  • Real-user FCP: 1.1 s

    1.1 s

    Real visitors see the first content after 1.1 s (75th percentile). Good is under 1.8 s.

  • Real-user TTFB: 558 ms

    558 ms

    Real visitors wait 558 ms for your server to start answering (75th percentile). Good is under 800 ms.

  • Speed Index: 3.0 s

    3.0 s

    Visually, the page fills in at 3.0 s (Speed Index), inside the 3.4 s “good” threshold.

  • First Contentful Paint: 1.2 s

    1.2 s

    The first text or image appears after 1.2 s, inside the 1.8 s “good” threshold.

  • Cumulative Layout Shift: 0

    0

    The layout barely moves while loading (CLS 0, good is under 0.1).

  • Total Blocking Time: 9 ms

    9 ms

    Scripts block the page for only 9 ms while loading. Good is under 200 ms.

Images and page weight

1 to fix85
  • Page weight: 2.6 MB in 265 requests

    2.6 MB

    Your homepage downloads 2.6 MB in 265 requests on a phone: other files 1.5 MB (167), scripts 590 KiB (69) and images 285 KiB (17). Under 2 MB keeps phones on slow connections fast.

  • 1 image in older formats

    1 image (51 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.

  • About 0.7 g of CO₂ per visit

    0.73 g

    By the Sustainable Web Design model, a visit to your homepage emits about 0.73 g of CO₂e: 88.1 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

2 checks passed
  • Images load when needed

    Images below the first screen wait until the visitor scrolls to them.

  • Images are sized for phones

    No image is downloaded at more than three times the size it is drawn on a phone.

Accessibility

2 to fixGoogle 9797
  • 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.

  • All page content should be contained by landmarks (1 element)

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

2 checks passed
  • Every image has alt text

    All 39 images in the HTML carry an alt attribute.

  • 52 automated accessibility rules passed

    axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 54 WCAG 2.2 A/AA and best-practice rules on the phone render: 52 passed and 2 failed. 2 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.

SEO

Google 100100
  • 203 internal links, 10 external

    The homepage links to 203 pages on formulandcanada.com and 10 external pages.

8 checks passed
  • Meta description: 152 characters

    Your meta description is 152 characters: “European baby formula delivered across Canada: HiPP, Holle, Kendamil, Aptamil, Kabrita and more. Prices in CAD, duties …”.

  • One H1 headline

    Your main headline reads: “European baby formula, delivered across Canada.”.

  • Title: 41 characters

    Your title is a healthy 41 characters: “Formuland Canada | European Baby Formulas”.

  • Canonical URL set

    The canonical URL is https://www.formulandcanada.com/.

  • Structured data in place

    Structured data found: BreadcrumbList, FAQPage, 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://www.formulandcanada.com/sitemap.xml.

AI search readiness

100
4 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: 5 of 6 facts

    Your Organization JSON-LD gives name, url, logo, description and contact details; sameAs (social profiles) would complete it.

  • Text is in the HTML

    Your server sends the page's text in the HTML (1,836 words), so crawlers that don't run JavaScript still read it.

  • llms.txt published

    The site publishes https://www.formulandcanada.com/llms.txt (6 KiB, 8 links), a plain-text guide to the site for AI tools.

Other pages

100
  • 15 internal pages checked

    We fetched 15 pages linked from your homepage (of 51 found) and read each the way a search engine does.

1 checks passed
  • Linked pages load

    All 15 pages we checked loaded without an error.

Best practices

1 to fixGoogle 9693
  • 2 JavaScript errors while loading

    2 errors were logged to the browser console while the page loaded, for example “Uncaught (in promise) TypeError: Cannot read properties of undefined (reading 'register')”.

2 checks passed
  • Tap targets are thumb-sized

    21 of 22 tappable elements near the top are at least 24 px.

  • Mobile viewport set

    The page declares a mobile viewport.

Content and conversion

100
  • 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 1,146 words of copy

    The homepage carries about 1,146 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: “Shop HiPP”.

  • 14 calls to action

    The homepage has 14 calls to action, for example “Shop formula”, “Shop by brand” and “Contact us”.

  • 6 short forms

    6 short forms (2 fields at most) are right on the homepage.

  • Social proof on the page

    Social proof on the homepage: 121 testimonial or review blocks and a star rating.

  • Analytics in place

    Analytics detected: Google Tag Manager, Google Analytics and Microsoft Clarity.

  • Direct contact links

    Visitors can reach you directly: 0 phone links and 1 email link.

Privacy and tracking

1 to fix
  • 6 trackers load before any consent

    6

    Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Klaviyo and Microsoft Ads and 1 more (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.

  • 17 cookies set on arrival

    17

    Opening the homepage sets 17 cookies (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.

  • 31 other companies contacted

    Loading the homepage contacts 31 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 formulandcanada.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 6 apps. Each one is code from another company running for your shoppers.

Apps your storefront loads

Klaviyo Email Marketing Sms · Microsoft Clarity · Judge Me Reviews · Cartbite · Appstle Loyalty · goaffpro.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 Analytics | Google Tag Manager | Microsoft Clarity
Hosting
Shopify

Upkeep, stack, hiring and company data from programmable.info

Go beyond the website

What your $25 Growth Playbook adds

This review found 11 issues on formulandcanada.com, including 6 speed issues. 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

By continuing you agree to the Terms and acknowledge the Privacy Policy.

Free requests are written in the order they come in, so it can take a while. Pay $25 and yours is ready within a few hours. Either way you get a shareable link and a PDF.

  • No subscription
  • Free, or $25 to skip the line
  • Money-back guarantee

14-day money-back guarantee: not happy for any reason, email us within 14 days and we refund in full.

Get the full playbook · $25