swell.com website review

About 748 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.0 s faster on a phone.

27 files are served with short cache lifetimes, so returning visitors download them again (593 KiB).

8 third-party services load with your homepage (Shopify, Google Tag Manager and Yotpo and others), adding 2.1 MB and 1.1 s of main-thread time.

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

About 120 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 450 ms faster on a phone.

Shopify costs a phone 325 ms of main-thread work and 667 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.

A phone's processor spends 3.5 s on main-thread work while loading, 1.7 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

5 files block the first paint until they finish downloading. Deferring or inlining them could save about 300 ms.

Google Tag Manager costs a phone 228 ms of main-thread work and 369 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.

Yotpo costs a phone 207 ms of main-thread work and 458 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.

The page has 1,594 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

3 images could be 25 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 200 ms faster on a phone.

Polyfills for old browsers add 38 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

8 long tasks block the main thread while loading, the longest for 123 ms. During a long task the page ignores taps.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 100 ms).

26 KiB could be saved by minifying JavaScript.

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.

Real visitors see the first content after 3.8 s (75th percentile). Good is under 1.8 s.

Your largest element takes 14.6 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 22.8 s. Good is under 3.8 s.

Visually, the page fills in at 7.8 s (Speed Index). Good is under 3.4 s.

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

Real visitors wait 866 ms for your server to start answering (75th percentile). Good is under 800 ms.

The first text or image appears after 1.9 s on a phone. Good is under 1.8 s.

1 image 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' tap response (inp) went from 172 ms to 190 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 2.4 s to 2.7 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 9.8 MB in 343 requests on a phone: media 5.5 MB (1), scripts 1.9 MB (99) and other files 1.1 MB (167). Under 2 MB keeps phones on slow connections fast.

2 images (160 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.

By the Sustainable Web Design model, a visit to your homepage emits about 2.77 g of CO₂e: 332.0 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

ARIA attributes must conform to valid values: 1 element on the page fails this check, rated critical by axe-core.

Scrollable region must have keyboard access: 1 element on the page fails this check, rated serious by axe-core.

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

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.

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

1 tap target is too small or too close together to hit reliably with a finger.

Headings skip levels (h1 → h4 and h2 → h6), which makes the page harder to scan with a screen reader.

Your meta description is 303 characters; Google truncates after about 160, so the end of your pitch is cut.

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

The homepage links to 196 pages on swell.com and 19 external pages.

/pages/club-swell, /collections/chambray, /collections/lilac, /collections/dusty-pink, /collections/deep-teal and /collections/taupe and 1 other have no meta description, so Google writes the search snippet from whatever text it finds.

/pages/shipping-returns and /pages/club-swell have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 80 found) and read each the way a search engine does.

13 of 31 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

The page uses 1 deprecated browser API that will stop working in future browsers (“Unload event listeners are deprecated and will be removed.”).

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

HSTS is set, but max-age is 91 days; one year is the recommended minimum.

No Referrer-Policy header, so full URLs can leak to the sites you link to.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.

There is no /.well-known/security.txt telling researchers how to report a security problem to you.

swell.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.

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

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 256 words of visible text.

DMARC is set to p=none, so mail pretending to be swell.com is still delivered. Reports are on, so moving to quarantine is the next step.

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.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Microsoft Clarity and TikTok Pixel (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 30 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 36 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.