merchant1948.com website review

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

A phone's processor spends 5.6 s on main-thread work while loading, 2.8 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

8 third-party services load with your homepage (Clarity, Shopify and Intercom and others), adding 1.3 MB and 994 ms of main-thread time.

Your mobile performance score is 63. Pages that score under 90 lose visitors before the first paint.

About 258 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 450 ms faster on a phone.

About 80 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 300 ms faster on a phone.

Shopify costs a phone 195 ms of main-thread work and 521 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.

The page has 2,153 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

6 images could be 89 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 150 ms faster on a phone.

12 long tasks block the main thread while loading, the longest for 153 ms. During a long task the page ignores taps.

25 files are served with short cache lifetimes, so returning visitors download them again (110 KiB).

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

Polyfills for old browsers add 18 KiB JavaScript that modern phones do not need.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

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.

The page becomes fully interactive after 20.4 s. Good is under 3.8 s.

Your largest element takes 6.2 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Load video:”.

Visually, the page fills in at 6.4 s (Speed Index). Good is under 3.4 s.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' largest content (lcp) went from 1.8 s to 2.4 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Real visitors see the first content after 1.9 s (75th percentile). Good is under 1.8 s.

Real visitors wait 1.2 s for your server to start answering (75th percentile). Good is under 800 ms.

The first text or image appears after 2.9 s on a phone. Good is under 1.8 s.

Scripts block taps and scrolling for 242 ms in total while the page loads. Good is under 200 ms.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 109 ms to 127 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 10.6 MB in 466 requests on a phone: media 6.8 MB (1), scripts 1.4 MB (197) and other files 1.2 MB (205). Under 2 MB keeps phones on slow connections fast.

5ba0b5abc9b74db6902d3f10007ba85a.thumbnail.0000000000.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).

By the Sustainable Web Design model, a visit to your homepage emits about 3.00 g of CO₂e: 360.4 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”.

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

1 image has 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.

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

1 form field has no label, so screen readers announce an empty box and autofill guesses.

Headings skip levels (h1 → h3 and h2 → h4), which makes the page harder to scan with a screen reader.

Elements with visible text labels do not have matching accessible names. (2 elements).

Your meta description is 178 characters; Google truncates after about 160, so the end of your pitch is cut.

Your <h1> is empty.

The homepage links to 283 pages on merchant1948.com and 6 external pages.

https://www.merchant1948.co.nz/collections/new-arrivals-womens-sneakers has no meta description, so Google writes the search snippet from whatever text it finds.

https://www.merchant1948.co.nz/collections/women-new-arrivals, https://www.merchant1948.co.nz/collections/new-arrivals-womens-sneakers, https://www.merchant1948.co.nz/collections/womens-best-sellers, https://www.merchant1948.co.nz/collections/womens-new-to-sale, https://www.merchant1948.co.nz/collections/womens-shop-all-shoes and https://www.merchant1948.co.nz/collections/womens-sneakers 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 128 found) and read each the way a search engine does.

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

4 errors were logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.

Social proof on the homepage: a star rating. 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 312 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 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 40 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.