hickies.com website review

13 files are served with short cache lifetimes, so returning visitors download them again (312 KiB).

About 449 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.7 s faster on a phone.

34 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.8 s.

Your mobile performance score is 62. Pages that score under 90 lose visitors before the first paint.

8 third-party services load with your homepage (Yotpo, weglot.com and Accessibe Accessibility Overlay and others), adding 1.1 MB and 579 ms of main-thread time.

Polyfills for old browsers add 37 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 350 ms faster on a phone.

Yotpo costs a phone 151 ms of main-thread work and 352 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.

3 images could be 59 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 100 ms faster on a phone.

2 long tasks block the main thread while loading, the longest for 128 ms. During a long task the page ignores taps.

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

About 16 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.

3 KiB could be saved by minifying JavaScript.

Your largest element takes 13.5 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 13.6 s. Good is under 3.8 s.

The first text or image appears after 3.5 s on a phone. Good is under 1.8 s.

Visually, the page fills in at 6.8 s (Speed Index). Good is under 3.4 s.

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

Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' tap response (inp) went from 120 ms to 137 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 2.7 MB in 363 requests on a phone: scripts 1.2 MB (82), other files 1.1 MB (204) and images 154 KiB (23). Under 2 MB keeps phones on slow connections fast.

Rectangle-32-_1_2048x.jpg 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).

1 image is downloaded at several times the size a phone draws it, for example black-hickies_1980x.webp at 1,024 px wide, shown at 262 px. Resized copies would save about 22 KiB.

1 image (54 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 0.78 g of CO₂e: 93.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

3 elements use ARIA attributes their role does not allow, which confuses screen readers.

1 dropdown has no label.

Some list items are not inside a list.

2 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.

Elements must only use permitted ARIA attributes: 1 element on the page fails this check, rated serious by axe-core.

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

All page content should be contained by landmarks: 3 elements on the page fail this check, rated moderate by axe-core.

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

1 visible link has no text or label, so screen readers cannot say where it goes.

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

There are 4 <h1> headlines (“”, “Never Tie,Never Stop” and “Never Tie,Never Stop”). One clear main headline is easier for people and search engines.

No favicon is declared in the HTML, so browser tabs and Google's mobile results may show a generic icon.

The homepage links to 61 pages on hickies.com and 6 external pages.

Your Organization JSON-LD is missing logo, description and contact details. These are the facts AI assistants use to describe a business and to tell it apart from others with a similar name.

Your homepage links to https://hickies.com/apps/parcelpanel, which answers with an error. Visitors hit a dead end and search engines drop it.

https://hickies.com/pages/custom-fit, https://hickies.com/pages/bundle-builder, https://hickies.com/pages/learn, https://hickies.com/pages/shipping-returns and https://hickies.com/pages/about-us have no meta description, so Google writes the search snippet from whatever text it finds.

https://hickies.com/products/hickies-originals and https://hickies.com/products/hickies-metallics use the same meta description. A description written for each page earns more clicks.

https://hickies.com/pages/custom-fit, https://hickies.com/pages/bundle-builder and https://hickies.com/pages/support have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 24 found) and read each the way a search engine does.

2 images failed to load on a phone, for example https://lantern.roeye.com/track.php?fingerprint=f0cb8d8b-e76c-43c3-9e8d-6cc647c8a0f7&referrer=&landingpage=https%3A%2F%2Fhickies.com%2F&useragent=Mozilla%2F5.0%20(iPhone%3B%20CPU%20iPhone%20OS%2017_5%.

2 of 7 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

The page uses 1 deprecated browser API that will stop working in future browsers (“Unload event listeners are deprecated and will be removed.”).

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

Social proof on the homepage: 5 testimonial or review blocks. 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.

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 432 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Klaviyo and Meta Pixel and 2 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 21 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.