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lotto.it website review
Visit site (opens in a new tab)Reviewed 3 November 202629 issues · 80 checks
This review found 29 issues worth fixing on lotto.it, 10 of them high impact, across 80 checks. The most urgent: reduce unused JavaScript. Your full playbook turns these into prioritised fixes alongside reviews, competitors and channels.
- Homepage
- Phone render
- Links and pages
- Google PageSpeed
Google PageSpeed Insights (opens in a new tab), mobile
Site score
76C- #60,402 of 98,536 reviewed websitesbeats 34%
- #37,439 of 53,812 online storesbeats 26%
- #35,398 of 48,808 Shopify storesbeats 23%
Closest competitors among Shopify stores
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 16, 2026 | 1.6 s |
| May 23, 2026 | 1.6 s |
| May 30, 2026 | 1.6 s |
| Jun 6, 2026 | 1.6 s |
| Jun 13, 2026 | 1.6 s |
| Jun 20, 2026 | 1.6 s |
| Jun 27, 2026 | 1.6 s |
| Jul 4, 2026 | 1.7 s |
| Jul 11, 2026 | 1.7 s |
| Jul 18, 2026 | 1.7 s |
| Jul 25, 2026 | 1.6 s |
| Aug 1, 2026 | 1.6 s |
| Aug 8, 2026 | 1.6 s |
| Aug 15, 2026 | 1.6 s |
| Aug 22, 2026 | 1.6 s |
| Aug 29, 2026 | 1.6 s |
| Sep 5, 2026 | 1.6 s |
| Sep 12, 2026 | 1.6 s |
| Sep 19, 2026 | 1.6 s |
| Sep 26, 2026 | 1.7 s |
| Oct 3, 2026 | 1.7 s |
| Oct 10, 2026 | 1.7 s |
| Oct 17, 2026 | 1.7 s |
| Oct 24, 2026 | 1.6 s |
| Oct 31, 2026 | 1.6 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 16, 2026 | 173 ms |
| May 23, 2026 | 172 ms |
| May 30, 2026 | 173 ms |
| Jun 6, 2026 | 178 ms |
| Jun 13, 2026 | 177 ms |
| Jun 20, 2026 | 178 ms |
| Jun 27, 2026 | 181 ms |
| Jul 4, 2026 | 184 ms |
| Jul 11, 2026 | 192 ms |
| Jul 18, 2026 | 194 ms |
| Jul 25, 2026 | 194 ms |
| Aug 1, 2026 | 195 ms |
| Aug 8, 2026 | 193 ms |
| Aug 15, 2026 | 194 ms |
| Aug 22, 2026 | 195 ms |
| Aug 29, 2026 | 195 ms |
| Sep 5, 2026 | 196 ms |
| Sep 12, 2026 | 195 ms |
| Sep 19, 2026 | 196 ms |
| Sep 26, 2026 | 198 ms |
| Oct 3, 2026 | 199 ms |
| Oct 10, 2026 | 198 ms |
| Oct 17, 2026 | 200 ms |
| Oct 24, 2026 | 203 ms |
| Oct 31, 2026 | 204 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
Speed
Reduce unused JavaScript
1.7 s · 462 KiBAbout 462 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.
3,612 HTML elements
The page has 3,612 HTML elements. Above 1,500, rendering and every interaction get slower on phones.
Mobile performance score: 65
65/100Your mobile performance score is 65. Pages that score under 90 lose visitors before the first paint.
7 third-party services on the page
7 third-party services load with your homepage (ZenDesk, iubenda and Google Tag Manager and others), adding 1.1 MB and 655 ms of main-thread time.
Render-blocking requests
750 ms3 files block the first paint until they finish downloading. Deferring or inlining them could save about 750 ms.
Improve image delivery
350 ms · 256 KiB6 images could be 256 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 350 ms faster on a phone.
ZenDesk adds 228 ms
228 msZenDesk costs a phone 228 ms of main-thread work and 428 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.
Main-thread work: 2.6 s
A phone's processor spends 2.6 s on main-thread work while loading, 949 ms of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
Legacy JavaScript
150 ms · 18 KiBPolyfills for old browsers add 18 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.
6 long tasks on the main thread
6 long tasks block the main thread while loading, the longest for 164 ms. During a long task the page ignores taps.
Use efficient cache lifetimes
50 ms · 19 KiB8 files are served with short cache lifetimes, so returning visitors download them again (19 KiB).
Font display
50 msWeb fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).
Reduce unused CSS
40 KiBAbout 40 KiB of CSS is downloaded but never applied on this page.
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.
1 checks passed
Server response: 38 ms
38 msYour server sent the HTML in 38 ms, well inside Google's 600 ms guideline.
Core Web Vitals
Fails Core Web Vitals for real visitors
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-user LCP: 4.1 s
4.1 sReal visitors wait 4.1 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Largest Contentful Paint: 12.5 s
12.5 sYour largest element takes 12.5 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.
Time to Interactive: 12.7 s
12.7 sThe page becomes fully interactive after 12.7 s. Good is under 3.8 s.
Real-user INP: 242 ms
242 msReal visitors wait 242 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user FCP: 1.8 s
1.8 sReal visitors see the first content after 1.8 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 1.1 s
1.1 sReal visitors wait 1.1 s for your server to start answering (75th percentile). Good is under 800 ms.
Speed Index: 5.6 s
5.6 sVisually, the page fills in at 5.6 s (Speed Index). Good is under 3.4 s.
Total Blocking Time: 264 ms
264 msScripts block taps and scrolling for 264 ms in total while the page loads. Good is under 200 ms.
2 images without width and height
2 images have no width and height attributes, so the layout jumps as each one loads.
Tap response (INP) got 18% slower for real visitors
+18%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 173 ms to 204 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Largest content (LCP) held steady for real visitors
-2%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.6 s to 1.6 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
3 checks passed
Real-user CLS: 0.00
0.00For real visitors the layout shifts by 0.00 (75th percentile). Good is under 0.1.
Cumulative Layout Shift: 0.026
0.026The layout barely moves while loading (CLS 0.026, good is under 0.1).
First Contentful Paint: 1.1 s
1.1 sThe first text or image appears after 1.1 s, inside the 1.8 s “good” threshold.
Images and page weight
Page weight: 14.1 MB in 211 requests
14.1 MBYour homepage downloads 14.1 MB in 211 requests on a phone: media 10.8 MB (3), scripts 1.2 MB (82) and images 1.1 MB (30). Under 2 MB keeps phones on slow connections fast.
1 image in older formats
1 image (40 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.
2 images below the first screen load straight away
2 images further down the page (48 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.
About 4.0 g of CO₂ per visit
3.99 gBy the Sustainable Web Design model, a visit to your homepage emits about 3.99 g of CO₂e: 479.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
1 checks passed
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
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.
4 images without alt text
4 images have no alt text, which hurts accessibility and image search.
Zoom is disabled
The viewport tag blocks pinch-zoom, which low-vision visitors rely on.
Elements with visible text labels do not have matching accessible names.
Elements with visible text labels do not have matching accessible names. (1 element).
1 checks passed
51 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: 51 passed and 3 failed. 3 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
479 internal links, 9 external
The homepage links to 479 pages on lotto.it and 9 external pages.
8 checks passed
Meta description: 103 characters
Your meta description is 103 characters: “Official Lotto Sport online store: sportswear, shoes and sneakers with Made in Italy quality and style.”.
One H1 headline
Your main headline reads: “Lotto Sport Shop”.
Title: 41 characters
Your title is a healthy 41 characters: “Lotto Sport Italia | Shoes and Sportswear”.
Canonical URL set
The canonical URL is https://www.lotto.it/en-row.
Structured data in place
Structured data found: Organization.
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.lotto.it/sitemap.xml.
AI search readiness
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: 4 of 6 facts
Your Organization JSON-LD gives name, url, logo and contact details; sameAs (social profiles) and description would complete it.
Text is in the HTML
Your server sends the page's text in the HTML (1,579 words), so crawlers that don't run JavaScript still read it.
llms.txt published
The site publishes https://www.lotto.it/llms.txt (6 KiB, 8 links), a plain-text guide to the site for AI tools.
Other pages
1 page without an H1
https://www.lotto.it/en-row/collections/mid-season-sale has no <h1> headline, so visitors and search engines get no clear main topic.
15 internal pages checked
We fetched 15 pages linked from your homepage (of 191 found) and read each the way a search engine does.
6 checks passed
Linked pages load
All 15 pages we checked loaded without an error.
Canonical URLs point to themselves
No page we checked hands its ranking to a different URL.
Every page has a meta description
All 15 pages that loaded have a meta description.
Titles are unique
Every page we checked has its own title.
No linked page is hidden from search
None of the pages we checked carries a noindex tag.
Every page has a title
All 15 pages that loaded have a <title>.
Best practices
15 small tap targets
15 of 34 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.
2 JavaScript errors while loading
2 errors were logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.
1 checks passed
Mobile viewport set
The page declares a mobile viewport.
Content and conversion
No social proof
No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.
Local business without LocalBusiness data
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.
No phone number on the homepage
A local customer looking to call finds no phone number on the homepage. Add one, ideally as a tap-to-call link.
No direct contact details
No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.
No opening hours
The homepage shows no opening hours. If customers visit or call, show when.
No map or directions link
There is no link to Google or Apple Maps. A directions link is one tap for a phone visitor.
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 505 words of copy
The homepage carries about 505 words of visible text.
4 checks passed
Clear next step on the first screen
On a phone, the first screen shows a clear next step: “Lotto Sport Shop” and “Learn more”.
5 calls to action
The homepage has 5 calls to action, for example “Shop by size”, “Lotto Sport Shop” and “Sign up for the Newsletter”.
2 short forms
2 short forms (1 field at most) are right on the homepage.
Analytics in place
Analytics detected: Google Tag Manager.
Privacy and tracking
4 trackers load before any consent
4Before a visitor clicks anything, the page loads Google Analytics, Google Tag Manager, Klaviyo and Meta Pixel (measured from a US location before any click). A consent tool (iubenda) is installed; check it blocks these until visitors agree where the law requires it.
12 cookies set on arrival
12Opening the homepage sets 12 cookies (measured from a US location before any click).
21 other companies contacted
Loading the homepage contacts 21 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
1 checks passed
Consent tool: iubenda
A consent management tool (iubenda) loads with the page.
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 lotto.it, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Upkeep, stack and company
Stack
- Framework
- Tailwind CSS
- E-commerce
- Shopify
- Analytics
- Google Tag Manager
- Hosting
- Shopify
Company
- Founded
- 1973
- Headquarters
- Trevignano
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 29 issues on lotto.it, including 18 speed issues and 4 conversion gaps. 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
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