ngcollars.com website review

6 images could be 341 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 1.5 s faster on a phone.

About 160 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 880 ms faster on a phone.

Your mobile performance score is 67. Pages that score under 90 lose visitors before the first paint.

4 files are served with short cache lifetimes, so returning visitors download them again (75 KiB).

The page has 1,552 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

About 30 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 150 ms faster on a phone.

Polyfills for old browsers add 26 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

6 files block the first paint until they finish downloading. Deferring or inlining them could save about 150 ms.

1 long task block the main thread while loading, the longest for 63 ms. During a long task the page ignores taps.

3 third-party services load with your homepage (cloudfront.net, Shopify and shop.app), adding 140 KiB and 49 ms of main-thread time.

8 KiB JavaScript is shipped twice across bundles.

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

Your largest element takes 14.4 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the element shown below.

The page becomes fully interactive after 14.7 s. Good is under 3.8 s.

Visually, the page fills in at 5.9 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 2.4 s on a phone. Good is under 1.8 s.

1 image have no width and height attributes, so the layout jumps as each one loads.

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.

Your homepage downloads 3.7 MB in 132 requests on a phone: images 2.5 MB (13), other files 681 KiB (76) and scripts 408 KiB (33). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 1.05 g of CO₂e: 125.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

All page content should be contained by landmarks: 29 elements on the page fail this check, rated moderate by axe-core.

The page has no <main> landmark, so screen-reader users cannot jump straight to the content.

8 form fields have no label, so screen readers announce an empty box and autofill guesses.

Headings skip levels (h1 → h6), which makes the page harder to scan with a screen reader.

There are 5 <h1> headlines (“We've got you collared”, “Design Your Own” and “Proof Collars”). One clear main headline is easier for people and search engines.

Structured data found (Organization and WebSite) but with 1 problem, for example “WebSite: potentialAction.target is not an absolute URL ("/search?q={search_term_string}")”.

The homepage links to 60 pages on ngcollars.com and 5 external pages.

/collections/design-your-own-collars, /collections/design-your-own-leashes, /collections/hybrid-leashes and /collections/custom-dog-bowls have no meta description, so Google writes the search snippet from whatever text it finds.

/collections/design-your-own-collars, /collections/proof, /collections/martingale-collars, /collections/buckle-collars, /collections/design-your-own-leashes and /collections/hybrid-leashes and 3 others have no <h1> headline, so visitors and search engines get no clear main topic.

/collections/custom-dog-bowls took over 3 s to send its HTML from our server.

We fetched 15 pages linked from your homepage (of 27 found) and read each the way a search engine does.

6 of 16 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

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.

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

The homepage has only about 131 words of visible text; thin pages give Google and first-time buyers little to go on.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Meta Pixel and TikTok Pixel (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 14 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 16 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.