pura.com website review

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

1 file blocks the first paint until they finish downloading. Deferring or inlining it could save about 850 ms.

16 images could be 310 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 450 ms faster on a phone.

1 file is served with short cache lifetimes, so returning visitors download them again (146 KiB).

3 third-party services load with your homepage (Shopify, cloudfront.net and trypura.io), adding 2.7 MB and 219 ms of main-thread time.

About 81 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 310 ms faster on a phone.

Shopify costs a phone 219 ms of main-thread work and 717 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.

cloudfront.net costs a phone 0 ms of main-thread work and 2.0 MB 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.

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 8.2 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 8.3 s. Good is under 3.8 s.

Real visitors wait 899 ms for your server to start answering (75th percentile). Good is under 800 ms.

Visually, the page fills in at 4.6 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 2.3 s on a phone. Good is under 1.8 s.

3 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' largest content (lcp) went from 2.0 s to 1.9 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 2.9 MB in 99 requests on a phone: media 1.5 MB (1), scripts 633 KiB (68) and images 421 KiB (17). Under 2 MB keeps phones on slow connections fast.

38d48e1f-b9b8-4db6-bdf9-4020d26fa65b-ecomm-gifting-video-1-8 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).

2 images (79 KiB) are 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 (36 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 0.84 g of CO₂e: 100.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

All page content should be contained by landmarks: 3 elements on the page fail this check, rated moderate by axe-core.

The homepage links to 73 pages on pura.com and 11 external pages.

https://pura.com/blogs/pura has no meta description, so Google writes the search snippet from whatever text it finds.

https://pura.com/pages/free-diffuser, https://pura.com/pages/diffusers, https://pura.com/pages/brands, https://pura.com/pages/welcome, https://pura.com/pages/get-started and https://pura.com/pages/terms-of-service and 5 others use the same meta description. A description written for each page earns more clicks.

Your homepage links to 1 page by a URL that isn't its canonical one, for example https://pura.com/pages/terms-of-service, whose canonical is https://pura.com/pages/legal. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

https://pura.com/pages/brands, https://pura.com/pages/welcome, https://pura.com/pages/terms-of-service, https://pura.com/pages/social-impact, https://pura.com/pages/newsroom and https://pura.com/pages/subscriptions and 1 other have no <h1> headline, so visitors and search engines get no clear main topic.

https://pura.com/pages/get-started has under 150 words in the HTML. Thin pages rarely rank; if the text loads with JavaScript, crawlers that don't run it see even less.

We fetched 15 pages linked from your homepage (of 31 found) and read each the way a search engine does.

8 of 28 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: net::ERR_FAILED”.

1 image is displayed at the wrong aspect ratio, so it looks stretched or squashed.

Social proof on the homepage: 2 trust badges. Pairing it with named testimonials or customer logos makes it far more convincing.

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

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 316 words of visible text.

Before a visitor clicks anything, the page loads FullStory, Google Ads, Google Tag Manager, Meta Pixel and The Trade Desk (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 (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 15 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.