supermug.co.uk website review

About 269 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.

13 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.3 s.

Your mobile performance score is 63. Pages that score under 90 lose visitors before the first paint.

12 files are served with short cache lifetimes, so returning visitors download them again (127 KiB).

8 third-party services load with your homepage (Google Tag Manager, Yotpo and productcustomizer.com and others), adding 703 KiB and 599 ms of main-thread time.

3 long tasks block the main thread while loading, the longest for 209 ms. During a long task the page ignores taps.

Polyfills for old browsers add 42 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

6 KiB could be saved by minifying JavaScript.

7 images could be 101 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

About 38 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.

3 KiB could be saved by minifying CSS.

Your largest element takes 11.3 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Personalised Grandparent Keyring”.

The page becomes fully interactive after 11.5 s. Good is under 3.8 s.

Visually, the page fills in at 8.0 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 2.6 s on a phone. Good is under 1.8 s.

23 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 2.6 MB in 202 requests on a phone: images 887 KiB (31), other files 741 KiB (97) and scripts 733 KiB (57). Under 2 MB keeps phones on slow connections fast.

17 images further down the page (731 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 0.73 g of CO₂e: 87.4 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

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

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

All page content should be contained by landmarks: 66 elements on the page fail this check, rated moderate by axe-core.

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

The viewport tag blocks pinch-zoom, which low-vision visitors rely on.

Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.

1 visible link has no text or label, so screen readers cannot say where it goes.

Elements with visible text labels do not have matching accessible names. (4 elements).

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

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

Your meta description is only 39 characters: “Personalised Gifts For Family & Friends”. 70 to 160 characters is enough to sell the click.

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

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

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

The homepage links to 37 pages on supermug.co.uk and 0 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://supermug.co.uk/customer_authentication/redirect has no <title>, so Google invents the link text in results.

https://supermug.co.uk/customer_authentication/redirect is marked noindex but linked from your homepage. If it is meant to be found, remove the noindex.

https://supermug.co.uk/products/personalised-grandparent-keyring-1 and https://supermug.co.uk/products/personalised-grandparent-keyring all use the title “Personalised Grandparent Keyring”. Search engines can't tell which page to show for a search, so each competes with the others.

https://supermug.co.uk/pages/reviews, https://supermug.co.uk/customer_authentication/redirect, https://supermug.co.uk/products/personalised-grandparent-keyring, https://supermug.co.uk/products/i-would-find-you-sooner-so-that-i-could-love-you-longer-keyring, https://supermug.co.uk/products/personalised-dad-keyring and https://supermug.co.uk/products/personalised-mummy-keyring and 5 others have no meta description, so Google writes the search snippet from whatever text it finds.

https://supermug.co.uk/collections/all and https://supermug.co.uk/customer_authentication/redirect have no <h1> headline, so visitors and search engines get no clear main topic.

https://supermug.co.uk/pages/reviews 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 29 found) 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=26031584&Ver=2&mid=1e3cf88d-fc13-404d-ac38-c653ddbe453f&bo=1&sid=c0384a80dcc711f183972db9504b2ad5&vid=c0387a20dcc711f1ad8ecde6d3900ecb&vids=1&msclkid=N&pi=918639831&lg.

6 of 17 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

4 errors were logged to the browser console while the page loaded, for example “Cannot read properties of undefined (reading 'split')”.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

Social proof on the homepage: 20 testimonial or review blocks. Pairing it with named testimonials or customer logos makes it far more convincing.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

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 251 words of visible text.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Klaviyo 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 17 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 27 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.