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safira.com website review

Visit site (opens in a new tab)Reviewed 24 October 202631 issues · 76 checks

This review found 31 issues worth fixing on safira.com, 10 of them high impact, across 76 checks. The most urgent: render-blocking requests. Your full playbook turns these into prioritised fixes alongside reviews, competitors and channels.

  1. Homepage
  2. Phone render
  3. Links and pages
  4. Google PageSpeed

Google PageSpeed Insights (opens in a new tab), mobile

Site score

77C

Closest competitors among reviewed websites

Compare side by side
Real-visitor load time (LCP)75th percentile, phones
1.7 s1.6 sSep 26Oct 171.6 s
Show as table
DateReal-visitor load time (LCP)
Sep 26, 20261.6 s
Oct 3, 20261.6 s
Oct 10, 20261.6 s
Oct 17, 20261.6 s
Real-visitor tap response (INP)75th percentile, phones
235 ms228 msSep 26Oct 17234 ms
Show as table
DateReal-visitor tap response (INP)
Sep 26, 2026229 ms
Oct 3, 2026229 ms
Oct 10, 2026231 ms
Oct 17, 2026234 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

safira.com (opens in a new tab)
Full-page screenshot of safira.com (desktop) rendered by Google PageSpeed Insights

How it loaded on a phone

  1. safira.com at 1.2 s1.2 s
  2. safira.com at 2.4 s2.4 s
  3. safira.com at 3.6 s3.6 s
  4. safira.com at 4.8 s4.8 s
  5. safira.com at 6.0 s6.0 s
  6. safira.com at 7.2 s7.2 s
  7. safira.com at 8.4 s8.4 s
  8. safira.com at 9.6 s9.6 s

Speed

6 to fix66

  • Render-blocking requests

    1.8 s

    20 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.8 s.

  • Reduce unused JavaScript

    1.2 s · 431 KiB

    About 431 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.2 s faster on a phone.

  • Mobile performance score: 66

    66/100

    Your mobile performance score is 66 (desktop: 92). Pages that score under 90 lose visitors before the first paint.

  • 8 third-party services on the page

    8 third-party services load with your homepage (Google Tag Manager, Accessibe Accessibility Overlay and Cookiebot and others), adding 1.0 MB and 287 ms of main-thread time.

  • Use efficient cache lifetimes

    300 ms · 54 KiB

    3 files are served with short cache lifetimes, so returning visitors download them again (54 KiB).

  • Google Tag Manager adds 147 ms

    147 ms

    Google Tag Manager costs a phone 147 ms of main-thread work and 380 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.

  • 3 long tasks on the main thread

    3 long tasks block the main thread while loading, the longest for 115 ms. During a long task the page ignores taps.

  • Improve image delivery

    38 KiB

    1 image could be 38 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

  • Phones get a much slower page than desktops

    Desktop scores 92 but mobile only 66. A gap that wide usually means heavy scripts and images that hit phones hardest.

  • 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.

2 checks passed

  • Main-thread work: 1.1 s

    A phone's processor spends 1.1 s on main-thread work while loading, 573 ms of it running JavaScript. That is comfortably low.

  • Server response: 55 ms

    55 ms

    Your server sent the HTML in 55 ms, well inside Google's 600 ms guideline.

Core Web Vitals

7 to fix67

  • Fails Core Web Vitals for real visitors

    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.

  • Largest Contentful Paint: 6.8 s

    6.8 s

    Your largest element takes 6.8 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the text “We use cookies to personalise content and ads, to provide s…”.

  • Time to Interactive: 11.4 s

    11.4 s

    The page becomes fully interactive after 11.4 s. Good is under 3.8 s.

  • First Contentful Paint: 3.6 s

    3.6 s

    The first text or image appears after 3.6 s on a phone. Good is under 1.8 s.

  • Real-user INP: 236 ms

    236 ms

    Real visitors wait 236 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

  • Speed Index: 5.1 s

    5.1 s

    Visually, the page fills in at 5.1 s (Speed Index). Good is under 3.4 s.

  • 1 image without width and height

    1 image have no width and height attributes, so the layout jumps as each one loads.

  • Tap response (INP) held steady for real visitors

    +2%

    Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' tap response (inp) went from 229 ms to 234 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

  • Largest content (LCP) held steady for real visitors

    -3%

    Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' largest content (lcp) went from 1.6 s to 1.6 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

6 checks passed

  • Real-user LCP: 1.6 s

    1.6 s

    Real visitors wait 1.6 s for the largest content to appear (75th percentile). Good is under 2.5 s.

  • Real-user CLS: 0.00

    0.00

    For real visitors the layout shifts by 0.00 (75th percentile). Good is under 0.1.

  • Real-user FCP: 1.2 s

    1.2 s

    Real visitors see the first content after 1.2 s (75th percentile). Good is under 1.8 s.

  • Real-user TTFB: 694 ms

    694 ms

    Real visitors wait 694 ms for your server to start answering (75th percentile). Good is under 800 ms.

  • Total Blocking Time: 66 ms

    66 ms

    Scripts block the page for only 66 ms while loading. Good is under 200 ms.

  • Cumulative Layout Shift: 0

    0

    The layout barely moves while loading (CLS 0, good is under 0.1).

Images and page weight

1 to fix97

  • An image on the first screen is lazy-loaded

    filters:quality(50) 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).

  • About 0.5 g of CO₂ per visit

    0.46 g

    By the Sustainable Web Design model, a visit to your homepage emits about 0.46 g of CO₂e: 54.6 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

3 checks passed

  • Page weight: 1.6 MB in 134 requests

    1.6 MB

    Your homepage downloads 1.6 MB in 134 requests on a phone: scripts 1.0 MB (51), images 235 KiB (36) and fonts 215 KiB (4). That is a lean page.

  • 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

2 to fixGoogle 9597

  • Unlabelled dropdowns

    1 dropdown has no label.

  • 1 form field without a label

    1 form field has no label, so screen readers announce an empty box and autofill guesses.

2 checks passed

  • Every image has alt text

    All 33 images in the HTML carry an alt attribute.

  • 40 automated accessibility rules passed

    axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 41 WCAG 2.2 A/AA and best-practice rules on the phone render: 40 passed and 1 failed. 2 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.

SEO

3 to fixGoogle 9284

  • No H1 headline

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

  • No structured data

    No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.

  • 1 link with vague text

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

  • No X (Twitter) card tag

    No twitter:card tag. X falls back to Open Graph, which is set, so this is minor.

  • 27 internal links, 0 external

    The homepage links to 27 pages on safira.com and 0 external pages.

6 checks passed

  • Meta description: 134 characters

    Your meta description is 134 characters: “Explore a wide range of Swedish designed jewellery in genuine silver and gold. All our gold jewellery is plated with 18…”.

  • Title: 62 characters

    Your title is a healthy 62 characters: “Shop Jewellery in Genuine Silver and Gold | Designed in Sweden”.

  • Canonical URL set

    The canonical URL is https://safira.com/eu.

  • 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://safira.com/sitemap.xml.

AI search readiness

2 to fix75

  • No Organization structured data

    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.

  • Some text only appears after JavaScript runs

    42%

    The HTML your server sends has 76 of the 182 words a browser shows. AI crawlers don't run JavaScript, so they miss the rest.

  • No llms.txt

    There is no https://safira.com/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.

1 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.

Other pages

4 to fix81

  • 9 pages share a title

    https://safira.com/eu, https://safira.com/eu/collections/occasion-time, https://safira.com/eu/jewellery/engravable, https://safira.com/eu/jewellery/most-popular, https://safira.com/eu/collections/prism-ear-stack and https://safira.com/eu/jewellery/bracelets and 3 others all use the title “Shop Jewellery in Genuine Silver and Gold | Designed in Sweden”. Search engines can't tell which page to show for a search, so each competes with the others.

  • 8 pages share a meta description

    https://safira.com/eu/collections/occasion-time, https://safira.com/eu/jewellery/engravable, https://safira.com/eu/jewellery/most-popular, https://safira.com/eu/collections/prism-ear-stack, https://safira.com/eu/jewellery/bracelets and https://safira.com/eu/jewellery/spring-essentials and 2 others use the same meta description. A description written for each page earns more clicks.

  • 8 links to non-canonical URLs

    Your homepage links to 8 pages by a URL that isn't their canonical one, for example https://safira.com/eu/collections/occasion-time, whose canonical is https://safira.com/eu. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

  • 8 pages without an H1

    https://safira.com/eu/collections/occasion-time, https://safira.com/eu/jewellery/engravable, https://safira.com/eu/jewellery/most-popular, https://safira.com/eu/collections/prism-ear-stack, https://safira.com/eu/jewellery/bracelets and https://safira.com/eu/jewellery/spring-essentials and 2 others have no <h1> headline, so visitors and search engines get no clear main topic.

  • 8 pages with very little text

    https://safira.com/eu/collections/occasion-time, https://safira.com/eu/jewellery/engravable, https://safira.com/eu/jewellery/most-popular, https://safira.com/eu/collections/prism-ear-stack, https://safira.com/eu/jewellery/bracelets and https://safira.com/eu/jewellery/spring-essentials and 2 others have 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.

  • 11 internal pages checked

    We fetched 11 pages linked from your homepage and read each the way a search engine does.

4 checks passed

  • Linked pages load

    8 pages of 11 loaded without an error (the rest turned automated requests away).

  • Every page has a meta description

    All 8 pages that loaded have a meta description.

  • No linked page is hidden from search

    None of the pages we checked carries a noindex tag.

  • Every page has a title

    All 8 pages that loaded have a <title>.

Best practices

1 to fixGoogle 9693

  • 1 JavaScript error while loading

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

2 checks passed

  • Tap targets are thumb-sized

    6 of 7 tappable elements near the top are at least 24 px.

  • Mobile viewport set

    The page declares a mobile viewport.

Content and conversion

5 to fix42

  • No call to action on the first screen

    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 social proof

    No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

  • No analytics detected

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

  • 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.

  • Only about 182 words

    The homepage has only about 182 words of visible text; thin pages give Google and first-time buyers little to go on.

  • No form on the homepage

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

  • 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.

1 checks passed

  • 15 calls to action

    The homepage has 15 calls to action, for example “Shop Now” and “Shop now”.

Privacy and tracking

  • 1 tracker load before any consent

    1

    Before a visitor clicks anything, the page loads Klaviyo (measured from a US location before any click). A consent tool (Cookiebot) is installed; check it blocks these until visitors agree where the law requires it.

  • 2 cookies set on arrival

    2

    Opening the homepage sets 2 cookies (measured from a US location before any click).

  • 7 other companies contacted

    Loading the homepage contacts 7 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.

1 checks passed

  • Consent tool: Cookiebot

    A consent management tool (Cookiebot) loads with the page.

Security, domain, email and software versions

The security, domain and email checks, software and plugin versions, and any app with a known security problem are visible only to people at safira.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.

Upkeep, stack and company

Stack

Framework
SvelteKit
Hosting
Fly.io

Upkeep, stack, hiring and company data from programmable.info

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This review found 31 issues on safira.com, including 13 speed issues, 3 SEO issues and 5 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.

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