frostriver.com website review

About 749 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 3.6 s faster on a phone.

30 files are served with short cache lifetimes, so returning visitors download them again (439 KiB).

11 images could be 655 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 1.4 s faster on a phone.

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

Your mobile performance score is 41. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

8 third-party services load with your homepage (Google Tag Manager, ContentSquare and Shopify and others), adding 3.0 MB and 966 ms of main-thread time.

Google Tag Manager costs a phone 247 ms of main-thread work and 491 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 141 ms of main-thread work and 1.4 MB 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.

A phone's processor spends 2.7 s on main-thread work while loading, 1.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 2,357 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

Klaviyo costs a phone 84 ms of main-thread work and 309 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.

9 long tasks block the main thread while loading, the longest for 110 ms. During a long task the page ignores taps.

Polyfills for old browsers add 42 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 50 ms faster on a phone.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

About 14 KiB of CSS is downloaded but never applied on this page.

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.

Your largest element takes 30.1 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Join The Frost River Community”.

The page becomes fully interactive after 30.4 s. Good is under 3.8 s.

Visually, the page fills in at 10.4 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 4.3 s on a phone. Good is under 1.8 s.

The layout shifts by 0.241 while loading, so content jumps under the reader's thumb. Good is under 0.1.

Scripts block taps and scrolling for 229 ms in total while the page loads. Good is under 200 ms.

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

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 101 ms to 103 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.5 s to 1.5 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 5.3 MB in 352 requests on a phone: scripts 2.1 MB (122), images 2.0 MB (56) and other files 848 KiB (144). Under 2 MB keeps phones on slow connections fast.

WornPilotBrief_TP.png is on the first screen but marked loading="lazy", so the browser waits before fetching it and the page looks finished later. Load it eagerly (and give it fetchpriority="high" if it is the main image).

By the Sustainable Web Design model, a visit to your homepage emits about 1.49 g of CO₂e: 178.6 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Links must have discernible text: 3 elements on the page fail this check, rated serious by axe-core.

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

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

Your title is 70 characters, so Google will cut it off around 60: “Frost River Trading Co. | Waxed Canvas Reliable Softgoods | Made in US”.

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

Your <h1> is empty.

The homepage links to 160 pages on frostriver.com and 9 external pages.

https://frostriver.com/collections/shop-all has no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 75 found) and read each the way a search engine does.

8 images failed to load on a phone, for example https://frostriver.com/.

4 of 19 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 “Invalid or unexpected token”.

23 images are displayed at the wrong aspect ratio, so they look stretched or squashed.

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.

A local customer looking to call finds no phone number on the homepage. Add one, ideally as a tap-to-call link.

Social proof on the homepage: 1 trust badge. Pairing it with named testimonials or customer logos makes it far more convincing.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

The homepage shows no opening hours. If customers visit or call, show when.

There is no link to Google or Apple Maps. A directions link is one tap for a phone visitor.

The homepage carries about 463 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Klaviyo and Meta Pixel 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.

Opening the homepage sets 17 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 39 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.