hats.com website review

12 files block the first paint until they finish downloading. Deferring or inlining them could save about 2.0 s.

Signyfyd costs a phone 1.9 s of main-thread work and 492 KiB of downloads while your page loads. That alone is enough to make taps feel slow. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

About 309 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.5 s faster on a phone.

Your mobile performance score is 39. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 5.9 s on main-thread work while loading, 3.7 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

8 third-party services load with your homepage (Signyfyd, Klaviyo and 506.io and others), adding 1.2 MB and 2.3 s of main-thread time.

8 images could be 812 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 500 ms faster on a phone.

16 files are served with short cache lifetimes, so returning visitors download them again (242 KiB).

20 long tasks block the main thread while loading, the longest for 407 ms. During a long task the page ignores taps.

Klaviyo costs a phone 165 ms of main-thread work and 316 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.

Polyfills for old browsers add 57 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

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.

13 KiB could be saved by minifying JavaScript.

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.

Real Chrome users on phones do not pass Google's Core Web Vitals on this page (28-day field data from the Chrome UX Report (opens in a new tab)). Google uses this in ranking.

Real visitors wait 2.1 s for your server to start answering (75th percentile). Good is under 800 ms.

Your largest element takes 22.3 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

The page becomes fully interactive after 22.7 s. Good is under 3.8 s.

Visually, the page fills in at 11.7 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 5.2 s on a phone. Good is under 1.8 s.

Scripts block taps and scrolling for 695 ms in total while the page loads. Good is under 200 ms.

Real visitors wait 3.5 s for the largest content to appear (75th percentile). Good is under 2.5 s.

Real visitors see the first content after 2.8 s (75th percentile). Good is under 1.8 s.

Your homepage downloads 5.9 MB in 288 requests on a phone: images 3.4 MB (55), scripts 1.3 MB (110) and other files 737 KiB (94). 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.

1 image further down the page (138 KiB) download before anyone scrolls to it. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 1.66 g of CO₂e: 199.2 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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.

The viewport tag blocks pinch-zoom, which low-vision visitors rely on.

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

1 text element doesn't have enough contrast against the background to read easily, especially outdoors on a phone.

Headings skip levels (h1 → h3, h3 → h6 and h4 → h6), which makes the page harder to scan with a screen reader.

There are 4 <h1> headlines (“”, “Bundle Up for Winter” and “Seasonal Textures for Luxe Looks”). One clear main headline is easier for people and search engines.

Your meta description is 185 characters; Google truncates after about 160, so the end of your pitch is cut.

The homepage links to 228 pages on hats.com and 6 external pages.

/collections/new-arrivals, /collections/mens, /collections/mens-new-arrivals, /collections/mens-top-sellers, /collections/mens-usa-made and /collections/extended-sizes and 1 other have no <h1> headline, so visitors and search engines get no clear main topic.

/collections/new-arrivals, /collections/mens and /collections/mens-new-arrivals took over 3 s to send their HTML from our server.

We fetched 15 pages linked from your homepage (of 148 found) and read each the way a search engine does.

15 of 31 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

3 errors were logged to the browser console while the page loaded, for example “Failed to load resource: the server responded with a status of 404 ()”.

HSTS is set, but max-age is 91 days; one year is the recommended minimum.

No Referrer-Policy header, so full URLs can leak to the sites you link to.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.

There is no /.well-known/security.txt telling researchers how to report a security problem to you.

hats.com has no CAA record, so any certificate authority may issue a certificate for it. A CAA record naming your provider (for example letsencrypt.org) closes that door.

hats.com's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

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 362 words of visible text.

DMARC is set to p=none, so mail pretending to be hats.com is still delivered. Add a report address, check the reports, then move to quarantine.

Email authentication: SPF record 25 points, plus 15 when it ends in -all (10 for ~all); DMARC record 25, plus 25 for a reject policy (15 for quarantine); a DKIM key on a common selector 10.

Before a visitor clicks anything, the page loads FullStory, Google Ads, Google Analytics, Google Tag Manager and Klaviyo and 6 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 28 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 54 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.