naefusa.com website review

About 244 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.2 s faster on a phone.

Your mobile performance score is 72. Pages that score under 90 lose visitors before the first paint.

Shopify costs a phone 45 ms of main-thread work and 514 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 third-party services load with your homepage (Shopify, useamp.com and shop.app), adding 560 KiB and 54 ms of main-thread time.

5 files block the first paint until they finish downloading. Deferring or inlining them could save about 50 ms.

3 images could be 18 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

4 files are served with short cache lifetimes, so returning visitors download them again (6 KiB).

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

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

2 KiB could be saved by minifying JavaScript.

Your largest element takes 6.6 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 6.7 s. Good is under 3.8 s.

Visually, the page fills in at 5.1 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 1.9 s on a phone. Good is under 1.8 s.

Chrome's UX Report (opens in a new tab) has too little real-visitor traffic for this site, so the figures here are lab measurements from Google's test phone on a throttled 4G connection.

Kurt_Naef_100_Year_Limited_edition.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 0.50 g of CO₂e: 60.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

No meta description, so Google writes its own snippet from whatever text it finds.

Your title is only 8 characters: “Naef USA”. Between 30 and 65 characters leaves room to say what you do and for whom.

Structured data found (Organization and WebSite) but with 1 problem, for example “WebSite: url is not an absolute URL ("www.naefusa.com")”.

1 link use generic text like “click here” or “learn more”, which tells Google nothing about the page behind it.

Your <h1> is empty.

The homepage links to 88 pages on naefusa.com and 2 external pages.

https://www.naefusa.com/collections/all-products, https://www.naefusa.com/collections/animal-inspired-toys, https://www.naefusa.com/collections/basic, https://www.naefusa.com/collections/bauhaus, https://www.naefusa.com/collections/black-and-white-colored-toys and https://www.naefusa.com/collections/building-toys and 8 others have no meta description, so Google writes the search snippet from whatever text it finds.

We fetched 15 pages linked from your homepage (of 39 found) and read each the way a search engine does.

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

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

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 339 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics and 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 12 cookies, 1 of them by other companies (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 21 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.