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ripcurl.com website review
Visit site (opens in a new tab)Reviewed 4 November 202630 issues · 103 checks
This review found 30 issues worth fixing on ripcurl.com, 10 of them high impact, across 103 checks. The most urgent: improve image delivery. Your full playbook turns these into prioritised fixes alongside reviews, competitors and channels.
- Homepage
- Phone render
- Links and pages
- Google PageSpeed
Google PageSpeed Insights (opens in a new tab), mobile
Site score
85B- #11,286 of 85,038 reviewed websitesbeats 82%
- #6,565 of 43,187 online storesbeats 79%
- #6,349 of 38,526 Shopify storesbeats 78%
Closest competitors among Shopify stores
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 16, 2026 | 2.3 s |
| May 23, 2026 | 2.3 s |
| May 30, 2026 | 2.2 s |
| Jun 6, 2026 | 2.2 s |
| Jun 13, 2026 | 2.1 s |
| Jun 20, 2026 | 2.1 s |
| Jun 27, 2026 | 2.1 s |
| Jul 4, 2026 | 2.1 s |
| Jul 11, 2026 | 2.1 s |
| Jul 18, 2026 | 2.1 s |
| Jul 25, 2026 | 2.1 s |
| Aug 1, 2026 | 2.1 s |
| Aug 8, 2026 | 2.2 s |
| Aug 15, 2026 | 2.2 s |
| Aug 22, 2026 | 2.2 s |
| Aug 29, 2026 | 2.2 s |
| Sep 5, 2026 | 2.2 s |
| Sep 12, 2026 | 2.2 s |
| Sep 19, 2026 | 2.2 s |
| Sep 26, 2026 | 2.3 s |
| Oct 3, 2026 | 2.3 s |
| Oct 10, 2026 | 2.3 s |
| Oct 17, 2026 | 2.4 s |
| Oct 24, 2026 | 2.3 s |
| Oct 31, 2026 | 2.3 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 16, 2026 | 104 ms |
| May 23, 2026 | 103 ms |
| May 30, 2026 | 98 ms |
| Jun 6, 2026 | 96 ms |
| Jun 13, 2026 | 96 ms |
| Jun 20, 2026 | 96 ms |
| Jun 27, 2026 | 96 ms |
| Jul 4, 2026 | 96 ms |
| Jul 11, 2026 | 96 ms |
| Jul 18, 2026 | 96 ms |
| Jul 25, 2026 | 96 ms |
| Aug 1, 2026 | 97 ms |
| Aug 8, 2026 | 98 ms |
| Aug 15, 2026 | 99 ms |
| Aug 22, 2026 | 101 ms |
| Aug 29, 2026 | 103 ms |
| Sep 5, 2026 | 103 ms |
| Sep 12, 2026 | 104 ms |
| Sep 19, 2026 | 103 ms |
| Sep 26, 2026 | 97 ms |
| Oct 3, 2026 | 96 ms |
| Oct 10, 2026 | 97 ms |
| Oct 17, 2026 | 98 ms |
| Oct 24, 2026 | 100 ms |
| Oct 31, 2026 | 101 ms |
Chrome UX Report (opens in a new tab): real Chrome visitors over rolling 28-day periods.
One score from every part of this review. How it works
How it loaded on a phone
0.4 s
0.8 s
1.1 s
1.5 s
1.9 s
2.3 s
2.6 s
3.0 s
ripcurl.com does not allow embedding, so this is Google's rendering of the page.
Speed
Improve image delivery
1.5 s · 255 KiB4 images could be 255 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 1.5 s faster on a phone.
Render-blocking requests
1.4 s7 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.4 s.
Mobile performance score: 68
68/100Your mobile performance score is 68. Pages that score under 90 lose visitors before the first paint.
Reduce unused JavaScript
600 ms · 222 KiBAbout 222 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.
Main-thread work: 2.4 s
A phone's processor spends 2.4 s on main-thread work while loading, 1.2 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
2,054 HTML elements
The page has 2,054 HTML elements. Above 1,500, rendering and every interaction get slower on phones.
8 third-party services on the page
8 third-party services load with your homepage (Optanon, userway.org and Shopify and others), adding 979 KiB and 304 ms of main-thread time.
Use efficient cache lifetimes
150 ms · 143 KiB14 files are served with short cache lifetimes, so returning visitors download them again (143 KiB).
Reduce unused CSS
150 ms · 64 KiBAbout 64 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 150 ms faster on a phone.
2 long tasks on the main thread
2 long tasks block the main thread while loading, the longest for 64 ms. During a long task the page ignores taps.
Legacy JavaScript
19 KiBPolyfills for old browsers add 19 KiB JavaScript that modern phones do not need.
Chained critical requests
Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.
Forced reflow
Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.
1 checks passed
Server response: 11 ms
11 msYour server sent the HTML in 11 ms, well inside Google's 600 ms guideline.
Core Web Vitals
Largest Contentful Paint: 8.0 s
8.0 sYour largest element takes 8.0 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “SHOP MERCH”.
Time to Interactive: 9.4 s
9.4 sThe page becomes fully interactive after 9.4 s. Good is under 3.8 s.
First Contentful Paint: 2.6 s
2.6 sThe first text or image appears after 2.6 s on a phone. Good is under 1.8 s.
Speed Index: 4.0 s
4.0 sVisually, the page fills in at 4.0 s (Speed Index). Good is under 3.4 s.
Tap response (INP) held steady for real visitors
-3%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 104 ms to 101 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Largest content (LCP) held steady for real visitors
-1%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 2.3 s to 2.3 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
8 checks passed
Passes Core Web Vitals for real visitors
Real Chrome users on phones pass Google's Core Web Vitals on this page (28-day field data from the Chrome UX Report (opens in a new tab)).
Real-user LCP: 2.1 s
2.1 sReal visitors wait 2.1 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 116 ms
116 msReal visitors wait 116 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user CLS: 0.01
0.01For real visitors the layout shifts by 0.01 (75th percentile). Good is under 0.1.
Real-user FCP: 1.6 s
1.6 sReal visitors see the first content after 1.6 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 621 ms
621 msReal visitors wait 621 ms for your server to start answering (75th percentile). Good is under 800 ms.
Cumulative Layout Shift: 0.096
0.096The layout barely moves while loading (CLS 0.096, good is under 0.1).
Total Blocking Time: 7 ms
7 msScripts block the page for only 7 ms while loading. Good is under 200 ms.
Images and page weight
Page weight: 3.4 MB in 331 requests
3.4 MBYour homepage downloads 3.4 MB in 331 requests on a phone: other files 1.7 MB (270), images 834 KiB (20) and scripts 782 KiB (30). Under 2 MB keeps phones on slow connections fast.
4 images below the first screen load straight away
4 images further down the page (130 KiB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.
About 1.0 g of CO₂ per visit
0.98 gBy the Sustainable Web Design model, a visit to your homepage emits about 0.98 g of CO₂e: 117.0 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
2 checks passed
Images use modern formats
Every sizeable image is WebP, AVIF or SVG.
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
Invalid ARIA attributes
2 elements use ARIA attributes their role does not allow, which confuses screen readers.
ARIA attributes must conform to valid values (1 element)
ARIA attributes must conform to valid values: 1 element on the page fails this check, rated critical by axe-core.
Links must have discernible text (46 elements)
Links must have discernible text: 46 elements on the page fail this check, rated serious by axe-core.
6 images without alt text
6 images have no alt text, which hurts accessibility and image search.
[role]s do not have all required [aria-*] attributes
[role]s do not have all required [aria-*] attributes (1 element).
All page content should be contained by landmarks (4 elements)
All page content should be contained by landmarks: 4 elements on the page fail this check, rated moderate by axe-core.
Banner landmark should not be contained in another landmark (1 element)
Banner landmark should not be contained in another landmark: 1 element on the page fails this check, rated moderate by axe-core.
Document should not have more than one banner landmark (1 element)
Document should not have more than one banner landmark: 1 element on the page fails this check, rated moderate by axe-core.
2 form fields without a label
2 form fields have no label, so screen readers announce an empty box and autofill guesses.
Headings skip levels
Headings skip levels (h2 → h5, h2 → h4 and h1 → h3), which makes the page harder to scan with a screen reader.
Elements with visible text labels do not have matching accessible names.
Elements with visible text labels do not have matching accessible names. (6 elements).
1 checks passed
47 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 54 WCAG 2.2 A/AA and best-practice rules on the phone render: 47 passed and 7 failed. 5 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
Meta description is long (170 characters)
Your meta description is 170 characters; Google truncates after about 160, so the end of your pitch is cut.
2 links with vague text
2 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.
440 internal links, 20 external
The homepage links to 440 pages on ripcurl.com and 20 external pages.
7 checks passed
One H1 headline
Your main headline reads: “Born at Bells Beach in 1969, Rip Curl's vision is to be regarded as the Ultimate Surfing Company in all that we do.”.
Title: 50 characters
Your title is a healthy 50 characters: “Shop Surf Apparel, Wetsuits and Watches – Rip Curl”.
Canonical URL set
The canonical URL is https://www.ripcurl.com/.
Structured data in place
Structured data found: Organization and WebSite.
Open Graph tags complete
Open Graph tags are complete, so shared links show a title, description and image.
robots.txt in place
robots.txt is in place and points crawlers to your sitemap.
XML sitemap found
Your XML sitemap is reachable at https://www.ripcurl.com/sitemap.xml.
AI search readiness
No llms.txt
There is no /llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.
3 checks passed
AI answer engines may read the site
Your robots.txt lets the crawlers behind ChatGPT search, Claude and Perplexity read the site and cite it in answers.
Organization data: 5 of 6 facts
Your Organization JSON-LD gives name, url, logo, sameAs (social profiles) and contact details; description would complete it.
Text is in the HTML
Your server sends the page's text in the HTML (1,357 words), so crawlers that don't run JavaScript still read it.
Other pages
1 page without a meta description
/pages/stores has no meta description, so Google writes the search snippet from whatever text it finds.
15 internal pages checked
We fetched 15 pages linked from your homepage (of 184 found) and read each the way a search engine does.
6 checks passed
Linked pages load
1 page of 15 loaded without an error (the rest turned automated requests away).
Canonical URLs point to themselves
No page we checked hands its ranking to a different URL.
Titles are unique
Every page we checked has its own title.
Every page has an H1
Each page we checked has a main headline.
No linked page is hidden from search
None of the pages we checked carries a noindex tag.
Every page has a title
All 1 page that loaded have a <title>.
Best practices
1 broken image
1 image failed to load on a phone, for example https://www.ripcurl.com/.
119 small tap targets
119 of 152 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.
2 checks passed
No console errors
No JavaScript errors were logged while the page loaded on a phone.
Mobile viewport set
The page declares a mobile viewport.
Security and trust
Short HSTS lifetime
HSTS is set, but max-age is 91 days; one year is the recommended minimum.
No Referrer-Policy
No Referrer-Policy header, so full URLs can leak to the sites you link to.
No Permissions-Policy
No Permissions-Policy header to switch off camera, microphone and location for embedded content.
Deprecated X-XSS-Protection
X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.
No security.txt
There is no /.well-known/security.txt telling researchers how to report a security problem to you.
7 checks passed
Served over HTTPS
The homepage is served over HTTPS (ripcurl.com).
Valid certificate (33 days left)
The certificate from Let's Encrypt · YE1 verifies for ripcurl.com and is valid for another 33 days.
Protected from clickjacking
X-Frame-Options or a frame-ancestors policy stops other sites framing yours.
Content-Security-Policy set
A Content-Security-Policy is set, the main browser-side defence against injected scripts.
http:// redirects to https
http://ripcurl.com redirects to the secure version.
HTTP/2 and HTTP/3
The server speaks HTTP/2 and advertises HTTP/3, so browsers load many files over one connection.
All 53 links work
All 53 links checked from your homepage (40 internal, 13 external) answered without errors.
Domain and trust
Domain expires in 45 days
ripcurl.com is registered until Dec 2026. Make sure auto-renew is on and the card on file is current.
DNSSEC is off
ripcurl.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.
2 checks passed
Domain is 30 years old
30 yearsripcurl.com was registered in Dec 1995 through CSC Corporate Domains, Inc.. An established domain carries more trust with email providers and search engines.
Certificate issuers are restricted
CAA records allow only letsencrypt.org, pki.goog, ssl.com and digicert.com to issue certificates for ripcurl.com, so a mis-issued certificate from anyone else is refused.
Content and conversion
Thin social proof
Social proof on the homepage: 2 trust badges. Pairing it with named testimonials or customer logos makes it far more convincing.
No analytics detected
No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.
A 8-field form
Your longest form asks for 8 fields (7 required). Every extra field lowers completion.
No direct contact details
No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.
No risk reducer
No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.
About 978 words of copy
The homepage carries about 978 words of visible text.
2 checks passed
Clear next step on the first screen
On a phone, the first screen shows a clear next step: “SHOP NOW” and “SHOP MERCH”.
21 calls to action
The homepage has 21 calls to action, for example “Shop All Mens”, “Shop By” and “Shop All Womens”.
Email authentication
Email authentication score: 95/100
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.
3 checks passed
DMARC policy: reject
DMARC tells receivers to reject mail that fails authentication, and sends you reports.
SPF in place (~all)
An SPF record lists your sending servers and marks other mail as suspicious (~all): “v=spf1 ip4:3.7.127.96 ip4:3.7.196.96 ip4:52.2.238.96 ip4:52.0.20.102 ip4:3.25.47.0/29 ip4:52.20.146.34 ip4:52.203.5.138…”.
DKIM signing found
A DKIM key is published (selector “selector1”, “s1” and “s2”), so receivers can verify mail really came from you.
Privacy and tracking
2 trackers load before any consent
2Before a visitor clicks anything, the page loads Google Ads and 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.
6 cookies set on arrival
6Opening the homepage sets 6 cookies (measured from a US location before any click).
17 other companies contacted
Loading the homepage contacts 17 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
1 checks passed
Consent tool: OneTrust
A consent management tool (OneTrust) loads with the page.
Apps on your store
Your storefront loads 5 apps. Each one is code from another company running for your shoppers.
None of the apps your storefront loads is on the list of apps with a known security problem.
Apps your storefront loads
Onetrust Consent Management · Multifeeds · Hreflang Manager · Loop Returns · roseperl.com
Apps found in the homepage's code. Apps that only run in checkout or the admin aren't seen, and a headless storefront shows none. App data from programmable.info
Upkeep, stack and company
- The footer still says © 2025.
Stack
- Framework
- Tailwind CSS
- E-commerce
- Shopify
- Hosting
- Shopify
Company
- Headquarters
- Torquay
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 30 issues on ripcurl.com, including 10 speed issues, 2 SEO issues and 4 conversion gaps. That is the website alone. The full Growth Playbook pairs these findings with what your customers say in public reviews and communities and what your closest competitors do better, then turns everything into at least 20 prioritised ideas, each with the evidence behind it, a step-by-step playbook, a metric and an owner.
- 28 research agents read your site, reviews, competitors, communities and public filings
- Customer review mining (G2, Capterra, Trustpilot and more) and voice-of-pain analysis in your buyers’ own words
- Competitor intelligence with battlecards for your closest rivals
- Ideal customer profile, buyer segments and buying-stage funnel
- Ranked channels, outreach sequences and content angles
- Live Reddit threads where buyers ask for what you sell, with draft replies
- Earned media and PR openings
- At least 20 ideas with evidence, a step-by-step playbook, metric, owner, effort and impact, grouped into this week, this quarter, big bets and wildcards, plus a 30/60/90-day roadmap
- PDF, Markdown, CSV, Notion and Linear exports, and a shareable page your team can track progress on
- Refresh the playbook later to see what changed
14-day money-back guarantee: not happy for any reason, email us within 14 days and we refund in full.