nicks.dk website review

9 images could be 7.2 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 35.9 s faster on a phone.

About 635 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 3.3 s faster on a phone.

19 files are served with short cache lifetimes, so returning visitors download them again (519 KiB).

Shopify costs a phone 1.3 s of main-thread work and 448 KiB of downloads while your page loads. That alone is enough to make taps feel slow. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

23 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.3 s.

Your mobile performance score is 37. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 6.7 s on main-thread work while loading, 4.6 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 3,992 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

8 third-party services load with your homepage (Shopify, Google Tag Manager and alia-prod.com and others), adding 2.6 MB and 3.0 s of main-thread time.

Google Tag Manager costs a phone 591 ms of main-thread work and 710 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.

alia-prod.com costs a phone 531 ms of main-thread work and 746 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.

36 KiB could be saved by minifying JavaScript.

17 long tasks block the main thread while loading, the longest for 212 ms. During a long task the page ignores taps.

Polyfills for old browsers add 50 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 150 ms).

About 32 KiB of CSS is downloaded but never applied on this page.

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 CSS.

Your largest element takes 64.0 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the element shown below.

Visually, the page fills in at 24.4 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 64.3 s. Good is under 3.8 s.

Scripts block taps and scrolling for 1.2 s in total while the page loads. Good is under 200 ms.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 112 ms to 146 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

The first text or image appears after 3.0 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.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.3 s to 1.4 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Bars_on_a_line.gif weighs 14.7 MB. On a phone connection a single image that size takes seconds.

Your homepage downloads 12.0 MB in 417 requests on a phone: images 8.5 MB (23), scripts 2.1 MB (109) and other files 1.1 MB (252). Under 2 MB keeps phones on slow connections fast.

1 image (14.7 MB) 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.

1 image further down the page (14.7 MB) download before anyone scrolls to it. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 3.41 g of CO₂e: 408.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

Some list items are not inside a list.

Some lists contain elements other than list items, which screen readers announce wrongly.

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

Headings should not be empty: 2 elements on the page fail this check, rated minor by axe-core.

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

Elements with visible text labels do not have matching accessible names. (3 elements).

Your title is 92 characters, so Google will cut it off around 60: “Snacks with no added sugar | Sweets, ice cream and delicious chocolates | NICK'S – NICK'S…”.

There are 3 <h1> headlines (“”, “new look, better taste” and “unwrap me baby”). One clear main headline is easier for people and search engines.

Your meta description is 228 characters; Google truncates after about 160, so the end of your pitch is cut.

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

The homepage links to 100 pages on nicks.dk and 7 external pages.

There is no /llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

/customer_authentication/redirect has no <title>, so Google invents the link text in results.

/customer_authentication/redirect is marked noindex but linked from your homepage. If it is meant to be found, remove the noindex.

/customer_authentication/redirect and /policies/shipping-policy have no meta description, so Google writes the search snippet from whatever text it finds.

/customer_authentication/redirect has no <h1> headline, so visitors and search engines get no clear main topic.

/customer_authentication/redirect took over 3 s to send its HTML from our server.

We fetched 15 pages linked from your homepage (of 41 found) and read each the way a search engine does.

11 of 34 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

2 errors were logged to the browser console while the page loaded, for example “Access to XMLHttpRequest at 'https://d19ayerf5ehaab.cloudfront.net/css/product-widget/style.css' from origin 'https://n…”.

HSTS is set, but max-age is 91 days; one year is the recommended minimum.

1 link go through two or more redirects, for example https://nicks.dk/customer_authentication/redirect?locale=en&region_country=DK.

No Referrer-Policy header, so full URLs can leak to the sites you link to.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.

There is no /.well-known/security.txt telling researchers how to report a security problem to you.

nicks.dk has no CAA record, so any certificate authority may issue a certificate for it. A CAA record naming your provider (for example letsencrypt.org) closes that door.

Social proof on the homepage: 1 testimonial or review block. 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 733 words of visible text.

nicks.dk has no DMARC record, so nothing tells receivers what to do with mail that fails SPF or DKIM. Gmail and Yahoo require DMARC from bulk senders.

nicks.dk has no SPF record, so mail servers can't tell which servers may send email as you. Your mail lands in spam more often, and anyone can send mail pretending to be you.

We found no DKIM key on the selectors the big email providers use. If you send through one of them, turning on DKIM signing improves delivery.

nicks.dk has no MX record, so it receives no email. SPF -all and DMARC reject still matter: they stop others sending mail as you.

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.

Before 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.

Opening the homepage sets 29 cookies, 2 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 38 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.