kicks.se website review

About 396 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.3 s faster on a phone.

6 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.3 s.

The page has 10,348 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

Your mobile performance score is 36. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 8.2 s on main-thread work while loading, 5.0 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

30 images could be 1.2 MB 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.

4 files are served with short cache lifetimes, so returning visitors download them again (159 KiB).

6 third-party services load with your homepage (Google Tag Manager, cookieinformation.com and Cloudflare CDN and others), adding 3.8 MB and 363 ms of main-thread time.

About 85 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 450 ms faster on a phone.

matas.dk costs a phone 0 ms of main-thread work and 3.3 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.

Google Tag Manager costs a phone 296 ms of main-thread work and 364 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.

13 long tasks block the main thread while loading, the longest for 246 ms. During a long task the page ignores taps.

Polyfills for old browsers add 40 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 200 ms faster on a phone.

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 CSS.

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.

Your largest element takes 25.7 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Texten ”ALLT för håret”, ”UPP TILL 30%*” och ”MultiDEAL” mo…”. Most of its time is resource load delay (11.3 s).

Visually, the page fills in at 16.5 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 26.5 s. Good is under 3.8 s.

The first text or image appears after 3.4 s on a phone. Good is under 1.8 s.

Scripts block taps and scrolling for 788 ms in total while the page loads. Good is under 200 ms.

Real visitors wait 1.0 s for your server to start answering (75th percentile). Good is under 800 ms.

The layout shifts by 0.122 while loading, so content jumps under the reader's thumb. Good is under 0.1.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' largest content (lcp) went from 1.1 s to 1.0 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 6.2 MB in 505 requests on a phone: images 3.3 MB (93), scripts 2.2 MB (394) and HTML 374 KiB (2). Under 2 MB keeps phones on slow connections fast.

7 images further down the page (395 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 1.75 g of CO₂e: 209.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

1 button has no accessible name, so screen readers announce just “button”.

2 tap targets are too small or too close together to hit reliably with a finger.

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

Elements use prohibited ARIA attributes (3 elements).

Headings should not be empty: 1 element on the page fails this check, rated minor by axe-core.

Alternative text of images should not be repeated as text: 1 element on the page fails this check, rated minor by axe-core.

Structured data found (Organization, WebPage and WebSite) but with 1 problem, for example “WebPage: missing @context (expected "https://schema.org")”.

No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

The homepage links to 162 pages on kicks.se and 8 external pages.

There is no https://www.kicks.se/llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

https://www.kicks.se/kassa is marked noindex but linked from your homepage. If it is meant to be found, remove the noindex.

https://www.kicks.se/hitta-butik, https://www.kicks.se/kassa, https://www.kicks.se/erbjudanden/multi-deal-20-kop2-eller-fler-22189, https://www.kicks.se/pa-kampanj-just-nu and https://www.kicks.se/nyheter all use the title “KICKS.se – Köp mer än 30.000 varor online”. Search engines can't tell which page to show for a search, so each competes with the others.

https://www.kicks.se/hitta-butik, https://www.kicks.se/kassa, https://www.kicks.se/erbjudanden/multi-deal-20-kop2-eller-fler-22189, https://www.kicks.se/pa-kampanj-just-nu and https://www.kicks.se/nyheter use the same meta description. A description written for each page earns more clicks.

https://www.kicks.se/kassa, https://www.kicks.se/pa-kampanj-just-nu, https://www.kicks.se/nyheter, https://www.kicks.se/makeup, https://www.kicks.se/hudvard and https://www.kicks.se/har and 2 others have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 132 found) and read each the way a search engine does.

Large scripts ship without source maps.

Chrome logged issues while loading the page (“Cookie”).

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

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

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.

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

Your phone number appears as text but isn't a tel: link, so phone visitors can't tap to call.

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

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 2,033 words of visible text.

Before a visitor clicks anything, the page loads Google Tag Manager (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 3 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 7 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.