norolan.no website review

28 images could be 1.3 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 2.1 s faster on a phone.

A phone's processor spends 6.2 s on main-thread work while loading, 1.7 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 3,636 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

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

8 third-party services load with your homepage (Shopify, Klaviyo and avada.io and others), adding 1.1 MB and 458 ms of main-thread time.

About 64 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 450 ms faster on a phone.

6 files block the first paint until they finish downloading. Deferring or inlining them could save about 500 ms.

Shopify costs a phone 303 ms of main-thread work and 680 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.

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

Polyfills for old browsers add 30 KiB JavaScript that modern phones do not need.

7 files are served with short cache lifetimes, so returning visitors download them again (29 KiB).

About 12 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.

4 KiB could be saved by minifying JavaScript.

Your largest element takes 16.7 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 17.4 s. Good is under 3.8 s.

Visually, the page fills in at 4.7 s (Speed Index). Good is under 3.4 s.

2 images 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 9.7 MB in 755 requests on a phone: images 6.9 MB (284), other files 1.4 MB (265) and scripts 919 KiB (165). Under 2 MB keeps phones on slow connections fast.

1 image is downloaded at several times the size a phone draws it, for example 1000019648_1.jpg at 3,024 px wide, shown at 390 px. Resized copies would save about 338 KiB.

9 images further down the page (250 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 2.76 g of CO₂e: 331.4 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.

Scrollable region must have keyboard access: 1 element on the page fails this check, rated serious by axe-core.

Summary elements must have discernible text: 1 element on the page fails this check, rated serious by axe-core.

All page content should be contained by landmarks: 10 elements on the page fail this check, rated moderate by axe-core.

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

Headings skip levels (h3 → h6), which makes the page harder to scan with a screen reader.

There is no <h1>, so neither visitors nor Google get a clear main headline.

Your meta description is 183 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: url points at a different host (https://norolan.eu)”.

The homepage links to 246 pages on norolan.no and 9 external pages.

https://norolan.no/policies/shipping-policy, https://norolan.no/policies/refund-policy and https://norolan.no/policies/terms-of-service have no meta description, so Google writes the search snippet from whatever text it finds.

https://norolan.no/collections/rainbow-trout-fishing, https://norolan.no/collections/grayling-fishing and https://norolan.no/collections/arctic-char-fishing use the same meta description. A description written for each page earns more clicks.

https://norolan.no/pages/contact-us has no <h1> headline, so visitors and search engines get no clear main topic.

https://norolan.no/collections/ice-fishing took over 3 s to send its HTML from our server.

We fetched 15 pages linked from your homepage (of 72 found) and read each the way a search engine does.

14 of 66 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 “Unsupported locale: "no"”.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

Social proof on the homepage: 1 trust badge. 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.

The homepage carries about 729 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Tag Manager and Klaviyo (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 4 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 18 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.