npd.com website review

Wix costs a phone 1.4 s of main-thread work and 1.7 MB 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.

Your mobile performance score is 48. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 6.5 s on main-thread work while loading, 4.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 5,663 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

8 third-party services load with your homepage (Wix, Google Tag Manager and Hubspot and others), adding 3.2 MB and 2.7 s of main-thread time.

About 688 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 600 ms faster on a phone.

Google Tag Manager costs a phone 637 ms of main-thread work and 829 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.

27 files are served with short cache lifetimes, so returning visitors download them again (416 KiB).

20 long tasks block the main thread while loading, the longest for 356 ms. During a long task the page ignores taps.

Hubspot costs a phone 275 ms of main-thread work and 107 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.

1 image could be 24 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 150 ms faster on a phone.

About 86 KiB of CSS is downloaded but never applied on this page.

Polyfills for old browsers add 47 KiB JavaScript that modern phones do not need.

31 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.

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

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.

Your largest element takes 9.9 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Geometric_4.jpg”.

The page becomes fully interactive after 25.0 s. Good is under 3.8 s.

Scripts block taps and scrolling for 861 ms in total while the page loads. Good is under 200 ms.

Real visitors wait 886 ms for your server to start answering (75th percentile). Good is under 800 ms.

The first text or image appears after 2.8 s on a phone. Good is under 1.8 s.

Visually, the page fills in at 4.5 s (Speed Index). Good is under 3.4 s.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 110 ms to 108 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 3.2 s to 3.4 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 5.2 MB in 382 requests on a phone: scripts 2.4 MB (137), other files 1.9 MB (197) and HTML 379 KiB (1). Under 2 MB keeps phones on slow connections fast.

Liquid-Data-Go-Hero.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 1.47 g of CO₂e: 176.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

6 tap targets are too small or too close together to hit reliably with a finger.

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

Heading levels should only increase by one: 2 elements on the page fail this check, rated moderate by axe-core.

Document should not have more than one contentinfo landmark: 1 element on the page fails this check, rated moderate by axe-core.

Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 1 element on the page fails this check, rated moderate by axe-core.

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

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

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

Your title is 79 characters, so Google will cut it off around 60: “Drive Growth with Market Research, Consumer Data, & Industry Analysis | Circana”.

Your meta description is 179 characters; Google truncates after about 160, so the end of your pitch is cut.

The homepage links to 122 pages on npd.com and 3 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.

/industries, /industries/alcoholic-beverages, /industries/apparel, /industries/appliances, /industries/automotive and /industries/automotive-aftermarket and 9 others have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 79 found) and read each the way a search engine does.

2 errors were logged to the browser console while the page loaded, for example “Error with Permissions-Policy header: Parse of permissions policy failed because of errors reported by structured heade…”.

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

circana.com's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

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 phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

There is no form on the homepage, so every lead has to click through to another page first.

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 602 words of visible text.

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 Tag Manager (measured from a US location before any click). A consent tool (OneTrust) is installed; check it blocks these until visitors agree where the law requires it.

Opening the homepage sets 7 cookies (measured from a US location before any click).

Loading the homepage contacts 11 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.