polarnightblankets.se website review

Your mobile performance score is 75. Pages that score under 90 lose visitors before the first paint.

4 files block the first paint until they finish downloading. Deferring or inlining them could save about 950 ms.

About 189 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 440 ms faster on a phone.

9 files are served with short cache lifetimes, so returning visitors download them again (283 KiB).

9 images could be 125 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 300 ms faster on a phone.

Polyfills for old browsers add 17 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 300 ms faster on a phone.

About 58 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 290 ms faster on a phone.

5 third-party services load with your homepage (reamaze.com, Shopify and Bugsnag and others), adding 481 KiB and 175 ms of main-thread time.

1 long task block the main thread while loading, the longest for 75 ms. During a long task the page ignores taps.

11 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.

Your largest element takes 6.5 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 9.0 s. Good is under 3.8 s.

11 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 2.1 MB in 169 requests on a phone: other files 719 KiB (88), scripts 644 KiB (44) and images 432 KiB (23). Under 2 MB keeps phones on slow connections fast.

2 images further down the page (66 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 0.59 g of CO₂e: 70.8 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

16 elements use ARIA attributes their role does not allow, which confuses screen readers.

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

1 link inside paragraphs relies on colour alone to stand out.

1 image has no alt text, which hurts accessibility and image search.

All page content should be contained by landmarks: 38 elements on the page fail this check, rated moderate by axe-core.

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

The page has no <main> landmark, so screen-reader users cannot jump straight to the content.

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.

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

Headings skip levels (h2 → h6), which makes the page harder to scan with a screen reader.

No meta description, so Google writes its own snippet from whatever text it finds.

Your title is only 18 characters: “Polar Night Sweden”. Between 30 and 65 characters leaves room to say what you do and for whom.

There are 2 <h1> headlines (“POLAR NIGHT” and “Polar Night tyngdtäcke 5-13kg, 150x200cm, mikrofi…”). One clear main headline is easier for people and search engines.

Structured data found (ItemList, Organization and WebSite) but with 2 problems, for example “WebSite: potentialAction.target is not an absolute URL ("https://polarnightblankets.se/search?q={search_term_string}")”.

2 links have no real href, so search engines can't follow them.

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

Open Graph is missing og:description, so shared links fall back to guesses.

The homepage links to 54 pages on polarnightblankets.se and 6 external pages.

https://polarnightblankets.se/collections/all, https://polarnightblankets.se/collections/polar-night, https://polarnightblankets.se/collections/tyngdtacker, https://polarnightblankets.se/collections/paslakan, https://polarnightblankets.se/collections/andra-vagda-produkter and https://polarnightblankets.se/pages/faq have no meta description, so Google writes the search snippet from whatever text it finds.

https://polarnightblankets.se/products/polar-night-tyngdtacke-150x200cm-mikrofiber and https://polarnightblankets.se/products/polar-night-tyngdtacke-150x200cm-bomull use the same meta description. A description written for each page earns more clicks.

We fetched 15 pages linked from your homepage and read each the way a search engine does.

1 image failed to load on a phone, for example https://bat.bing.com/action/0?ti=17489593&Ver=2&mid=bda1a49e-35da-4d7b-8934-596aeae16d28&bo=1&sid=b612d200de9911f1ae08e7092959d87e&vid=b612cf40de9911f18f3eef299c456b85&vids=1&msclkid=N&pi=918639831&lg.

1 error was logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.

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 461 words of visible text.

Before a visitor clicks anything, the page loads Meta Pixel and Microsoft Ads (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 8 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 12 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.