Website review, no card needed
tpusamerch.com website review
Visit site (opens in a new tab)Reviewed 7 November 202631 issues · 84 checks
This review found 31 issues worth fixing on tpusamerch.com, 12 of them high impact, across 84 checks. The most urgent: google Tag Manager adds 2.4 s. 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
76C- #58,600 of 95,721 reviewed websitesbeats 34%
- #35,920 of 51,690 online storesbeats 26%
- #33,913 of 46,792 Shopify storesbeats 23%
Closest competitors among Shopify stores
Compare side by sideShow as table
| Date | Real-visitor load time (LCP) |
|---|---|
| May 16, 2026 | 1.6 s |
| May 23, 2026 | 1.6 s |
| May 30, 2026 | 1.7 s |
| Jun 6, 2026 | 1.7 s |
| Jun 13, 2026 | 1.7 s |
| Jun 20, 2026 | 1.7 s |
| Jun 27, 2026 | 1.6 s |
| Jul 4, 2026 | 1.7 s |
| Jul 11, 2026 | 1.8 s |
| Jul 18, 2026 | 1.8 s |
| Jul 25, 2026 | 1.8 s |
| Aug 1, 2026 | 1.8 s |
| Aug 8, 2026 | 1.9 s |
| Aug 15, 2026 | 1.9 s |
| Aug 22, 2026 | 1.9 s |
| Aug 29, 2026 | 1.9 s |
| Sep 5, 2026 | 1.7 s |
| Sep 12, 2026 | 1.6 s |
| Sep 19, 2026 | 1.5 s |
| Sep 26, 2026 | 1.6 s |
| Oct 3, 2026 | 1.7 s |
| Oct 10, 2026 | 1.8 s |
| Oct 17, 2026 | 2.0 s |
| Oct 24, 2026 | 2.0 s |
| Oct 31, 2026 | 2.1 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| May 16, 2026 | 204 ms |
| May 23, 2026 | 204 ms |
| May 30, 2026 | 212 ms |
| Jun 6, 2026 | 213 ms |
| Jun 13, 2026 | 215 ms |
| Jun 20, 2026 | 219 ms |
| Jun 27, 2026 | 219 ms |
| Jul 4, 2026 | 222 ms |
| Jul 11, 2026 | 234 ms |
| Jul 18, 2026 | 247 ms |
| Jul 25, 2026 | 254 ms |
| Aug 1, 2026 | 262 ms |
| Aug 8, 2026 | 263 ms |
| Aug 15, 2026 | 257 ms |
| Aug 22, 2026 | 259 ms |
| Aug 29, 2026 | 257 ms |
| Sep 5, 2026 | 254 ms |
| Sep 12, 2026 | 261 ms |
| Sep 19, 2026 | 260 ms |
| Sep 26, 2026 | 262 ms |
| Oct 3, 2026 | 261 ms |
| Oct 10, 2026 | 254 ms |
| Oct 17, 2026 | 254 ms |
| Oct 24, 2026 | 258 ms |
| Oct 31, 2026 | 246 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
1.6 s
3.1 s
4.7 s
6.3 s
7.8 s
9.4 s
11.0 s
12.5 s
Speed
Google Tag Manager adds 2.4 s
2.4 sGoogle Tag Manager costs a phone 2.4 s of main-thread work and 1.9 MB of downloads while your page loads. That alone is enough to make taps feel slow. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.
Main-thread work: 10.1 s
A phone's processor spends 10.1 s on main-thread work while loading, 5.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.
Mobile performance score: 39
39/100Your mobile performance score is 39. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.
8 third-party services on the page
8 third-party services load with your homepage (Google Tag Manager, alia-prod.com and Facebook and others), adding 3.4 MB and 4.4 s of main-thread time.
Reduce unused JavaScript
150 ms · 1.5 MBAbout 1.5 MB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 150 ms faster on a phone.
Use efficient cache lifetimes
150 ms · 850 KiB28 files are served with short cache lifetimes, so returning visitors download them again (850 KiB).
Render-blocking requests
950 ms15 files block the first paint until they finish downloading. Deferring or inlining them could save about 950 ms.
Improve image delivery
150 ms · 391 KiB12 images could be 391 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 150 ms faster on a phone.
alia-prod.com adds 513 ms
513 msalia-prod.com costs a phone 513 ms of main-thread work and 279 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.
Facebook adds 499 ms
499 msFacebook costs a phone 499 ms of main-thread work and 350 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.
20 long tasks on the main thread
20 long tasks block the main thread while loading, the longest for 398 ms. During a long task the page ignores taps.
aiproxies.com adds 317 ms
317 msaiproxies.com costs a phone 317 ms of main-thread work and 233 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.
1,962 HTML elements
The page has 1,962 HTML elements. Above 1,500, rendering and every interaction get slower on phones.
Shopify adds 150 ms
150 msShopify costs a phone 150 ms of main-thread work and 340 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.
Reduce unused CSS
150 ms · 34 KiBAbout 34 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.
Legacy JavaScript
89 KiBPolyfills for old browsers add 89 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.
Minify JavaScript
3 KiB3 KiB could be saved by minifying JavaScript.
1 checks passed
Server response: 14 ms
14 msYour server sent the HTML in 14 ms, well inside Google's 600 ms guideline.
Core Web Vitals
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.
Time to Interactive: 38.0 s
38.0 sThe page becomes fully interactive after 38.0 s. Good is under 3.8 s.
Speed Index: 12.8 s
12.8 sVisually, the page fills in at 12.8 s (Speed Index). Good is under 3.4 s.
Total Blocking Time: 3.0 s
3.0 sScripts block taps and scrolling for 3.0 s in total while the page loads. Good is under 200 ms.
Largest Contentful Paint: 6.0 s
6.0 sYour largest element takes 6.0 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Woman holding the blue and white striped Better With Butter…”.
Real-user INP: 268 ms
268 msReal visitors wait 268 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Tap response (INP) got 24% slower for real visitors
+24%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 204 ms to 246 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Largest content (LCP) got 31% slower for real visitors
+31%Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.6 s to 2.1 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
1 image without width and height
1 image have no width and height attributes, so the layout jumps as each one loads.
6 checks passed
Real-user LCP: 1.6 s
1.6 sReal visitors wait 1.6 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user CLS: 0.00
0.00For real visitors the layout shifts by 0.00 (75th percentile). Good is under 0.1.
Real-user FCP: 1.1 s
1.1 sReal visitors see the first content after 1.1 s (75th percentile). Good is under 1.8 s.
Real-user TTFB: 487 ms
487 msReal visitors wait 487 ms for your server to start answering (75th percentile). Good is under 800 ms.
First Contentful Paint: 1.4 s
1.4 sThe first text or image appears after 1.4 s, inside the 1.8 s “good” threshold.
Cumulative Layout Shift: 0
0The layout barely moves while loading (CLS 0, good is under 0.1).
Images and page weight
Page weight: 6.8 MB in 478 requests
6.8 MBYour homepage downloads 6.8 MB in 478 requests on a phone: scripts 3.8 MB (152), images 1.2 MB (46) and other files 1.0 MB (230). Under 2 MB keeps phones on slow connections fast.
About 1.9 g of CO₂ per visit
1.92 gBy the Sustainable Web Design model, a visit to your homepage emits about 1.92 g of CO₂e: 229.8 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
3 checks passed
Images use modern formats
Every sizeable image is WebP, AVIF or SVG.
Images load when needed
Images below the first screen wait until the visitor scrolls to them.
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
14 text elements with low contrast
14 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.
Links must have discernible text (1 element)
Links must have discernible text: 1 element on the page fails this check, rated serious by axe-core.
All page content should be contained by landmarks (40 elements)
All page content should be contained by landmarks: 40 elements on the page fail this check, rated moderate by axe-core.
No main landmark
The page has no <main> landmark, so screen-reader users cannot jump straight to the content.
Alternative text of images should not be repeated as text (8 elements)
Alternative text of images should not be repeated as text: 8 elements on the page fail this check, rated minor by axe-core.
Elements with visible text labels do not have matching accessible names.
Elements with visible text labels do not have matching accessible names. (2 elements).
2 checks passed
Every image has alt text
All 198 images in the HTML carry an alt attribute.
48 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 53 WCAG 2.2 A/AA and best-practice rules on the phone render: 48 passed and 5 failed. 1 more need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
281 internal links, 8 external
The homepage links to 281 pages on tpusamerch.com and 8 external pages.
8 checks passed
Meta description: 147 characters
Your meta description is 147 characters: “Shop Official TPUSA Merch: patriotic t-shirts, hats, stickers and faith apparel that celebrate liberty, family and free…”.
One H1 headline
Your main headline reads: “BETTER WITH BUTTER”.
Title: 53 characters
Your title is a healthy 53 characters: “Official TPUSA Merch | Patriotic Apparel, Hats & Gear”.
Canonical URL set
The canonical URL is https://tpusamerch.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://tpusamerch.com/sitemap.xml.
AI search readiness
4 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 (1,161 words), so crawlers that don't run JavaScript still read it.
llms.txt published
The site publishes https://tpusamerch.com/llms.txt (6 KiB, 8 links), a plain-text guide to the site for AI tools.
Other pages
15 internal pages checked
We fetched 15 pages linked from your homepage (of 118 found) and read each the way a search engine does.
7 checks passed
Linked pages load
All 15 pages we checked loaded without an error.
Canonical URLs point to themselves
No page we checked hands its ranking to a different URL.
Every page has a meta description
All 15 pages that loaded have a meta description.
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 15 pages that loaded have a <title>.
Best practices
3 checks passed
No console errors
No JavaScript errors were logged while the page loaded on a phone.
Tap targets are thumb-sized
31 of 32 tappable elements near the top are at least 24 px.
Mobile viewport set
The page declares a mobile viewport.
Content and conversion
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 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 481 words of copy
The homepage carries about 481 words of visible text.
4 checks passed
Clear next step on the first screen
On a phone, the first screen shows a clear next step: “SHOP THE TOTE” and “SHOP NEW ARRIVALS”.
18 calls to action
The homepage has 18 calls to action, for example “Shop now”, “Shop All” and “Shop all Clothing”.
5 short forms
5 short forms (5 fields at most) are right on the homepage, asking for an email.
Analytics in place
Analytics detected: Google Tag Manager.
Privacy and tracking
3 trackers load before any consent
3Before a visitor clicks anything, the page loads Klaviyo, Microsoft Ads and Snap Pixel (measured from a US location before any click). A consent tool (CookieYes) is installed; check it blocks these until visitors agree where the law requires it.
14 cookies set on arrival
14Opening the homepage sets 14 cookies (measured from a US location before any click).
16 other companies contacted
Loading the homepage contacts 16 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
1 checks passed
Consent tool: CookieYes
A consent management tool (CookieYes) 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 tpusamerch.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Apps on your store
Your storefront loads 7 apps. Each one is code from another company running for your shoppers.
Apps your storefront loads
Tinyseo Ai Seo Speed · Yotpo Product Reviews · Klaviyo Email Marketing Sms · Stack Discounts Pro · Upcart · Bestpush · trafficmanager.net
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
Stack
- Framework
- jQuery
- E-commerce
- Shopify
- Analytics
- Google Tag Manager
- Hosting
- Shopify
Upkeep, stack, hiring and company data from programmable.info
Go beyond the website
What your $25 Growth Playbook adds
This review found 31 issues on tpusamerch.com, including 23 speed issues and 2 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.