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minus33.com website review
Visit site (opens in a new tab)Reviewed 5 November 202619 issues · 95 checks
This review found 19 issues worth fixing on minus33.com, 8 of them high impact, across 95 checks. The most urgent: mobile performance score: 39. 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
86B- #8,606 of 88,150 reviewed websitesbeats 87%
- #4,892 of 45,702 online storesbeats 85%
- #4,725 of 40,983 Shopify storesbeats 83%
Closest competitors among Shopify stores
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 16, 2026 | 1.8 s |
| May 23, 2026 | 1.7 s |
| May 30, 2026 | 1.6 s |
| Jun 6, 2026 | 1.5 s |
| Jun 13, 2026 | 1.5 s |
| Jun 20, 2026 | 1.6 s |
| Jun 27, 2026 | 1.6 s |
| Jul 4, 2026 | 1.6 s |
| Jul 11, 2026 | 1.7 s |
| Jul 18, 2026 | 1.7 s |
| Jul 25, 2026 | 1.7 s |
| Aug 1, 2026 | 1.7 s |
| Aug 8, 2026 | 1.7 s |
| Aug 15, 2026 | 1.7 s |
| Aug 22, 2026 | 1.7 s |
| Aug 29, 2026 | 1.7 s |
| Sep 5, 2026 | 1.8 s |
| Sep 12, 2026 | 1.8 s |
| Sep 19, 2026 | 1.8 s |
| Sep 26, 2026 | 1.7 s |
| Oct 3, 2026 | 1.6 s |
| Oct 10, 2026 | 1.5 s |
| Oct 17, 2026 | 1.4 s |
| Oct 24, 2026 | 1.3 s |
| Oct 31, 2026 | 1.3 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 16, 2026 | 209 ms |
| May 23, 2026 | 204 ms |
| May 30, 2026 | 203 ms |
| Jun 6, 2026 | 204 ms |
| Jun 13, 2026 | 204 ms |
| Jun 20, 2026 | 217 ms |
| Jun 27, 2026 | 221 ms |
| Jul 4, 2026 | 220 ms |
| Jul 11, 2026 | 223 ms |
| Jul 18, 2026 | 221 ms |
| Jul 25, 2026 | 220 ms |
| Aug 1, 2026 | 220 ms |
| Aug 8, 2026 | 212 ms |
| Aug 15, 2026 | 208 ms |
| Aug 22, 2026 | 207 ms |
| Aug 29, 2026 | 213 ms |
| Sep 5, 2026 | 220 ms |
| Sep 12, 2026 | 221 ms |
| Sep 19, 2026 | 222 ms |
| Sep 26, 2026 | 219 ms |
| Oct 3, 2026 | 213 ms |
| Oct 10, 2026 | 211 ms |
| Oct 17, 2026 | 205 ms |
| Oct 24, 2026 | 198 ms |
| Oct 31, 2026 | 195 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
How it loaded on a phone
0.9 s
1.9 s
2.8 s
3.7 s
4.6 s
5.6 s
6.5 s
7.4 s
minus33.com does not allow embedding, so this is Google's rendering of the page.
Speed
Mobile performance score: 39
39/100Your mobile performance score is 39. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.
Main-thread work: 5.5 s
A phone's processor spends 5.5 s on main-thread work while loading, 2.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
4,637 HTML elements
The page has 4,637 HTML elements. Above 1,500, rendering and every interaction get slower on phones.
Reduce unused JavaScript
900 ms · 514 KiBAbout 514 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 900 ms faster on a phone.
8 third-party services on the page
8 third-party services load with your homepage (Shopify, Google Tag Manager and Klaviyo and others), adding 1.5 MB and 1.1 s of main-thread time.
Shopify adds 749 ms
749 msShopify costs a phone 749 ms of main-thread work and 1.1 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.
Reduce unused CSS
200 ms · 103 KiBAbout 103 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 200 ms faster on a phone.
7 long tasks on the main thread
7 long tasks block the main thread while loading, the longest for 241 ms. During a long task the page ignores taps.
Improve image delivery
150 ms · 66 KiB3 images could be 66 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.
Render-blocking requests
50 ms6 files block the first paint until they finish downloading. Deferring or inlining them could save about 50 ms.
Legacy JavaScript
30 KiBPolyfills for old browsers add 30 KiB JavaScript that modern phones do not need.
Use efficient cache lifetimes
29 KiB7 files are served with short cache lifetimes, so returning visitors download them again (29 KiB).
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.
Forced reflow
Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.
1 checks passed
Server response: 21 ms
21 msYour server sent the HTML in 21 ms, well inside Google's 600 ms guideline.
Core Web Vitals
Largest Contentful Paint: 8.9 s
8.9 sYour largest element takes 8.9 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Photo of Man and woman kayaking on a pond surrounded by fal…”.
Time to Interactive: 15.6 s
15.6 sThe page becomes fully interactive after 15.6 s. Good is under 3.8 s.
Cumulative Layout Shift: 0.438
0.438The layout shifts by 0.438 while loading, so content jumps under the reader's thumb. Good is under 0.1.
Speed Index: 6.2 s
6.2 sVisually, the page fills in at 6.2 s (Speed Index). Good is under 3.4 s.
Total Blocking Time: 436 ms
436 msScripts block taps and scrolling for 436 ms in total while the page loads. Good is under 200 ms.
11 images without width and height
11 images have no width and height attributes, so the layout jumps as each one loads.
Tap response (INP) held steady for real visitors
-5%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 209 ms to 195 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
8 checks passed
Passes Core Web Vitals for real visitors
Real Chrome users on phones pass Google's Core Web Vitals on this page (28-day field data from the Chrome UX Report (opens in a new tab)).
Real-user LCP: 2.0 s
2.0 sReal visitors wait 2.0 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 147 ms
147 msReal visitors wait 147 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user CLS: 0.00
0.00For real visitors the layout shifts by 0.00 (75th percentile). Good is under 0.1.
Real-user FCP: 1.3 s
1.3 sReal visitors see the first content after 1.3 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 792 ms
792 msReal visitors wait 792 ms for your server to start answering (75th percentile). Good is under 800 ms.
Largest content (LCP) got 25% faster for real visitors
-25%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.8 s to 1.3 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
First Contentful Paint: 1.4 s
1.4 sThe first text or image appears after 1.4 s, inside the 1.8 s “good” threshold.
Images and page weight
Page weight: 3.6 MB in 383 requests
3.6 MBYour homepage downloads 3.6 MB in 383 requests on a phone: scripts 1.5 MB (159), other files 985 KiB (142) and images 860 KiB (56). Under 2 MB keeps phones on slow connections fast.
About 1.0 g of CO₂ per visit
1.02 gBy the Sustainable Web Design model, a visit to your homepage emits about 1.02 g of CO₂e: 122.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
3 checks passed
Images use modern formats
Every sizeable image is WebP, AVIF or SVG.
Images load when needed
Images below the first screen wait until the visitor scrolls to them.
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
57 tap targets too small
57 tap targets are too small or too close together to hit reliably with a finger.
2 checks passed
Every image has alt text
All 49 images in the HTML carry an alt attribute.
45 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 46 WCAG 2.2 A/AA and best-practice rules on the phone render: 45 passed and 1 failed. 1 more need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
No structured data
No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.
462 internal links, 9 external
The homepage links to 462 pages on minus33.com and 9 external pages.
7 checks passed
Meta description: 153 characters
Your meta description is 153 characters: “Minus33 Merino Wool Clothing - family-owned brand selling, Base layer, Underwear, Beanies, Hats and NH manufacturer of …”.
One H1 headline
Your main headline reads: “Minus33 Merino Wool Clothing”.
Title: 54 characters
Your title is a healthy 54 characters: “Minus33 Merino Wool Clothing®, Socks, Underwear & Hats”.
Canonical URL set
The canonical URL is https://minus33.com/.
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://minus33.com/sitemap.xml.
AI search readiness
No Organization structured data
There is no Organization (or LocalBusiness) JSON-LD, so search engines and AI assistants have no machine-readable facts about who runs the site: its name, logo, profiles and contact details.
3 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.
Text is in the HTML
Your server sends the page's text in the HTML (2,808 words), so crawlers that don't run JavaScript still read it.
llms.txt published
The site publishes /llms.txt (6 KiB, 8 links), a plain-text guide to the site for AI tools.
Other pages
8 pages without an H1
/collections/mens-wool, /collections/mens-wool-collections, /collections/all-mens, /collections/mens-best-sellers, /collections/mens-baselayers and /collections/mens-100-merino-wool and 2 others have 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 150 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
69 small tap targets
69 of 89 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.
2 checks passed
No console errors
No JavaScript errors were logged while the page loaded on a phone.
Mobile viewport set
The page declares a mobile viewport.
Security and trust
Short HSTS lifetime
HSTS is set, but max-age is 91 days; one year is the recommended minimum.
1 link through redirect chains
1 link go through two or more redirects, for example https://b2b.minus33.com/.
No Referrer-Policy
No Referrer-Policy header, so full URLs can leak to the sites you link to.
No Permissions-Policy
No Permissions-Policy header to switch off camera, microphone and location for embedded content.
Deprecated X-XSS-Protection
X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.
No security.txt
There is no /.well-known/security.txt telling researchers how to report a security problem to you.
7 checks passed
Served over HTTPS
The homepage is served over HTTPS (minus33.com).
Valid certificate (51 days left)
The certificate from Let's Encrypt · YE2 verifies for minus33.com and is valid for another 51 days.
Protected from clickjacking
X-Frame-Options or a frame-ancestors policy stops other sites framing yours.
Content-Security-Policy set
A Content-Security-Policy is set, the main browser-side defence against injected scripts.
http:// redirects to https
http://minus33.com redirects to the secure version.
HTTP/2 and HTTP/3
The server speaks HTTP/2 and advertises HTTP/3, so browsers load many files over one connection.
All 45 links work
All 45 links checked from your homepage (40 internal, 5 external) answered without errors; 2 did not answer within 5 s.
Domain and trust
DNSSEC is off
minus33.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.
3 checks passed
Domain is 25 years old
25 yearsminus33.com was registered in May 2001 through Network Solutions, LLC. An established domain carries more trust with email providers and search engines.
Certificate issuers are restricted
CAA records allow only pki.goog, ssl.com, comodoca.com and digicert.com to issue certificates for minus33.com, so a mis-issued certificate from anyone else is refused.
Registered until May 2028
minus33.com is registered until May 2028.
Content and conversion
About 667 words of copy
The homepage carries about 667 words of visible text.
7 checks passed
Clear next step on the first screen
On a phone, the first screen shows a clear next step: “SHOP MEN'S” and “SHOP WOMEN'S”.
14 calls to action
The homepage has 14 calls to action, for example “Shop All Kids”, “Sign Up For Emails” and “Shop Men's”.
4 short forms
4 short forms (1 field at most) are right on the homepage.
Social proof on the page
Social proof on the homepage: 11 testimonial or review blocks and 1 trust badge.
Analytics in place
Analytics detected: Google Tag Manager.
Direct contact links
Visitors can reach you directly: 1 phone link and 0 email links.
Risk reducer mentioned
A guarantee or risk reducer (money-back, free trial, no credit card or similar) is mentioned on the page.
Email authentication
Email authentication score: 95/100
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.
3 checks passed
DMARC policy: reject
DMARC tells receivers to reject mail that fails authentication, and sends you reports.
SPF in place (~all)
An SPF record lists your sending servers and marks other mail as suspicious (~all): “v=spf1 include:shops.shopify.com include:7403723.spf06.hubspotemail.net include:_spf.google.com ~all”.
DKIM signing found
A DKIM key is published (selector “google”), so receivers can verify mail really came from you.
Privacy and tracking
7 trackers load before any consent
7Before 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.
18 cookies set on arrival
18Opening the homepage sets 18 cookies (measured from a US location before any click).
No consent tool detected
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.
37 other companies contacted
Loading the homepage contacts 37 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
Apps on your store
Your storefront loads 11 apps. Each one is code from another company running for your shoppers.
None of the apps your storefront loads is on the list of apps with a known security problem.
Apps your storefront loads
Klaviyo Email Marketing Sms · Linkedoption · Tabs Studio · Judge Me Reviews · Slide Cart · stationmade.com · trafficmanager.net · jsdelivr.net · govx.com · hubapi.com · popfly.com
Apps found in the homepage's code. Apps that only run in checkout or the admin aren't seen, and a headless storefront shows none. App data from programmable.info
Upkeep, stack and company
No signs of neglect in what was checked: the copyright year, CMS and plugin versions, and jQuery.
Stack
- E-commerce
- Shopify
- Analytics
- Google Tag Manager
- Hosting
- Shopify
Company
- Headquarters
- Ashland
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 19 issues on minus33.com, including 12 speed issues and 1 SEO issue. 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
14-day money-back guarantee: not happy for any reason, email us within 14 days and we refund in full.