nk.se website review

About 597 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 750 ms faster on a phone.

7 files are served with short cache lifetimes, so returning visitors download them again (772 KiB).

5 images could be 403 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 700 ms faster on a phone.

Your mobile performance score is 70. Pages that score under 90 lose visitors before the first paint.

Google Tag Manager costs a phone 225 ms of main-thread work and 373 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.

A phone's processor spends 2.0 s on main-thread work while loading, 1.3 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

7 third-party services load with your homepage (Google Tag Manager, Clarity and Cookie Reports and others), adding 466 KiB and 389 ms of main-thread time.

1 file blocks the first paint until they finish downloading. Deferring or inlining it could save about 150 ms.

8 long tasks block the main thread while loading, the longest for 127 ms. During a long task the page ignores taps.

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.

For real visitors the layout shifts by 0.41 (75th percentile). Good is under 0.1.

Your largest element takes 5.8 s to render on a phone. Google's threshold for “good” is 2.5 s.

The page becomes fully interactive after 11.0 s. Good is under 3.8 s.

Visually, the page fills in at 6.5 s (Speed Index). Good is under 3.4 s.

Real visitors wait 2.5 s for the largest content to appear (75th percentile). Good is under 2.5 s.

Real visitors wait 202 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

Real visitors wait 811 ms for your server to start answering (75th percentile). Good is under 800 ms.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 145 ms to 154 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' largest content (lcp) went from 2.1 s to 2.0 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 3.6 MB in 68 requests on a phone: media 1.3 MB (1), images 1.1 MB (15) and scripts 943 KiB (33). Under 2 MB keeps phones on slow connections fast.

1 image (84 KiB) 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 (84 KiB) 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 1.01 g of CO₂e: 121.1 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

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

Elements with role="dialog" or role="alertdialog" do not have accessible names. (1 element).

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).

No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.

There are 3 <h1> headlines (“NU PÅ NK: VICTORIA BECKHAM BEAUTY”, “Julens Holiday Shop” and “VAR ALLTID FÖRST”). One clear main headline is easier for people and search engines.

No canonical URL, so duplicate versions of the homepage (with or without www, with tracking parameters) can split ranking signals.

2 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.

No twitter:card tag. X falls back to Open Graph, which is set, so this is minor.

The homepage links to 117 pages on nk.se and 5 external pages.

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.

There is no https://www.nk.se/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.

https://www.nk.se/varumarken has no meta description, so Google writes the search snippet from whatever text it finds.

Your homepage links to 1 page by a URL that isn't its canonical one, for example https://www.nk.se/varumarken/victoria-beckham-beauty, whose canonical is https://www.nk.se/victoria-beckham-beauty. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

https://www.nk.se/varuhusen, https://www.nk.se/varuhusen/in-english and https://www.nk.se/varumarken have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 58 found) and read each the way a search engine does.

41 of 98 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

The page uses 1 deprecated browser API that will stop working in future browsers (“Unload event listeners are deprecated and will be removed.”).

2 errors were logged to the browser console while the page loaded, for example “Cannot read properties of undefined (reading 'register')”.

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.

Your homepage shows a map but no LocalBusiness JSON-LD, so Google and AI assistants have to guess your address, hours and phone from the page text.

A local customer looking to call finds no phone number on the homepage. Add one, ideally as a tap-to-call link.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

The homepage shows no opening hours. If customers visit or call, show when.

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 954 words of visible text.

Before a visitor clicks anything, the page loads Google Tag Manager, Microsoft Clarity and Xandr (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 16 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 16 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.