salling.dk website review

16 images could be 6.7 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 31.1 s faster on a phone.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 1.7 s).

About 242 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.

Your mobile performance score is 36 (desktop: 60). Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 4.2 s on main-thread work while loading, 2.1 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

14 files block the first paint until they finish downloading. Deferring or inlining them could save about 750 ms.

4 files are served with short cache lifetimes, so returning visitors download them again (53 KiB).

13 long tasks block the main thread while loading, the longest for 272 ms. During a long task the page ignores taps.

The page has 2,114 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

structpim.com costs a phone 0 ms of main-thread work and 773 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.

6 third-party services load with your homepage (Clarity, Usercentrics CMP and Bing Ads and others), adding 1,021 KiB and 169 ms of main-thread time.

About 98 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.

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 40.0 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Herre”.

The page becomes fully interactive after 40.0 s. Good is under 3.8 s.

The first text or image appears after 4.7 s on a phone. Good is under 1.8 s.

Visually, the page fills in at 8.8 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 920 ms in total while the page loads. Good is under 200 ms.

Real visitors wait 299 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

Real visitors wait 941 ms for your server to start answering (75th percentile). Good is under 800 ms.

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

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 150 ms to 174 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 11.0 MB in 275 requests on a phone: images 9.8 MB (107), scripts 870 KiB (64) and HTML 174 KiB (1). Under 2 MB keeps phones on slow connections fast.

indretning-til-hjemmet.png weighs 733 KiB. On a phone connection a single image that size takes seconds.

21 images (4.2 MB) 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.

4 images further down the page (1.4 MB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

herre.png 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).

By the Sustainable Web Design model, a visit to your homepage emits about 3.11 g of CO₂e: 373.5 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

5 buttons have no accessible name, so screen readers announce just “button”.

13 tap targets are too small or too close together to hit reliably with a finger.

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

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

Main 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 main landmark: 1 element on the page fails this check, rated moderate by axe-core.

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.

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

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

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

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

There are 2 <h1> headlines (“Mode til hende” and “Mode til ham”). One clear main headline is easier for people and search engines.

No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.

No favicon is declared in the HTML, so browser tabs and Google's mobile results may show a generic icon.

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

The homepage links to 292 pages on salling.dk and 5 external pages.

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.

https://salling.dk/dame/toej/jakker-frakker/jakker/fox-c-jakke-dark-brown-38/p-1038966, https://salling.dk/dame/toej/jakker-frakker/jakker/fox-c-jakke-black-38/p-865292 and https://salling.dk/dame/toej/jakker-frakker/jakker/fox-c-jakke-navy-38/p-972047 use the same meta description. A description written for each page earns more clicks.

https://salling.dk/dame/toej/jakker-frakker/jakker/fox-c-jakke-navy-38/p-972047 took over 3 s to send its HTML from our server.

We fetched 15 pages linked from your homepage (of 165 found) and read each the way a search engine does.

53 of 90 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

Large scripts ship without source maps.

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

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 1,377 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Tag Manager, Microsoft Ads and Microsoft Clarity (measured from a US location before any click). A consent tool (Usercentrics) is installed; check it blocks these until visitors agree where the law requires it.

Opening the homepage sets 4 cookies (measured from a US location before any click).

Loading the homepage contacts 15 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.