nupure.se website review

18 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.4 s.

About 369 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.

Your mobile performance score is 64. Pages that score under 90 lose visitors before the first paint.

8 third-party services load with your homepage (Google Tag Manager, runconverge.com and Clarity and others), adding 1.1 MB and 745 ms of main-thread time.

Google Tag Manager costs a phone 229 ms of main-thread work and 482 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 2.2 s on main-thread work while loading, 1.1 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 1,573 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

12 files are served with short cache lifetimes, so returning visitors download them again (77 KiB).

6 long tasks block the main thread while loading, the longest for 126 ms. During a long task the page ignores taps.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

Polyfills for old browsers add 23 KiB JavaScript that modern phones do not need.

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.

1 image could be 4 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

Your largest element takes 6.9 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 11.6 s. Good is under 3.8 s.

Visually, the page fills in at 6.2 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 2.6 s on a phone. Good is under 1.8 s.

Scripts block taps and scrolling for 211 ms in total while the page loads. Good is under 200 ms.

4 images 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' tap response (inp) went from 188 ms to 219 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

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 2.7 MB in 278 requests on a phone: scripts 1.3 MB (83), other files 794 KiB (120) and images 274 KiB (23). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 0.78 g of CO₂e: 93.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

3 images have no alt text, which hurts accessibility and image search.

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

Alternative text of images should not be repeated as text: 2 elements on the page fail this check, rated minor by axe-core.

Headings skip levels (h2 → h4), which makes the page harder to scan with a screen reader.

Elements with visible text labels do not have matching accessible names. (1 element).

Your meta description is 257 characters; Google truncates after about 160, so the end of your pitch is cut.

1 link use generic text like “click here” or “learn more”, which tells Google nothing about the page behind it.

Your <h1> is empty.

The homepage links to 66 pages on nupure.se and 4 external pages.

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

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

https://nupure.se/customer_authentication/redirect, https://nupure.se/collections/alla-produkter, https://nupure.se/blogs/news, https://nupure.se/pages/contact and https://nupure.se/pages/om-oss have no meta description, so Google writes the search snippet from whatever text it finds.

https://nupure.se/customer_authentication/redirect, https://nupure.se/blogs/news, https://nupure.se/pages/contact and https://nupure.se/pages/om-oss have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 19 found) and read each the way a search engine does.

3 images failed to load on a phone, for example https://nupure.se/Liquid%20error%20(sections/section-sales-partners%20line%2081):%20invalid%20url%20input.

6 of 29 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

1 error was logged to the browser console while the page loaded, for example “Failed to load resource: the server responded with a status of 404 ()”.

1 image is served at too low a resolution for sharp phone screens.

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

We found no call-to-action buttons or links (such as “Book a demo” or “Get a quote”) anywhere on the homepage.

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

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 466 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Tag Manager, Klaviyo, Microsoft Ads and Microsoft Clarity and 1 more (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 7 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 30 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.