zalando.no website review

Zolando costs a phone 1.2 s of main-thread work and 1.8 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.

6 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.4 s.

Your mobile performance score is 47. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 4.1 s on main-thread work while loading, 2.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

6 third-party services load with your homepage (Zolando, Google Tag Manager and Usercentrics CMP and others), adding 2.5 MB and 1.7 s of main-thread time.

About 918 KiB of JavaScript is downloaded but never used on this page.

Google Tag Manager costs a phone 369 ms of main-thread work and 487 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.

18 long tasks block the main thread while loading, the longest for 310 ms. During a long task the page ignores taps.

5 files are served with short cache lifetimes, so returning visitors download them again (147 KiB).

Polyfills for old browsers add 22 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

About 34 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.

4 KiB could be saved by minifying JavaScript.

3 KiB could be saved by minifying CSS.

2 KiB JavaScript is shipped twice across bundles.

The page becomes fully interactive after 17.5 s. Good is under 3.8 s.

Your largest element takes 5.5 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Kvinne i en brun kåpe som avslører en pinstripe dress og rø…”.

Scripts block taps and scrolling for 1.0 s in total while the page loads. Good is under 200 ms.

Visually, the page fills in at 7.3 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 2.4 s on a phone. Good is under 1.8 s.

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' tap response (inp) went from 125 ms to 122 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 2.9 MB in 96 requests on a phone: scripts 2.0 MB (41), images 366 KiB (21) and fonts 213 KiB (3). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 0.81 g of CO₂e: 97.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

1 element use ARIA attributes their role does not allow, which confuses screen readers.

Form elements should have a visible label: 1 element on the page fails this check, rated serious by axe-core.

All page content should be contained by landmarks: 9 elements on the page fail this check, rated moderate by axe-core.

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

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

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

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.

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

No XML sitemap at https://www.zalando.no/sitemap.xml, so Google discovers your pages only by following links.

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

The homepage links to 140 pages on zalando.no and 14 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.

There is no https://www.zalando.no/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.

robots.txt blocks GPTBot, ClaudeBot, Google-Extended, Applebot-Extended and CCBot, which collect pages to train models. That's a legitimate choice and doesn't by itself stop the site appearing in AI answers, which the crawlers above handle.

https://www.zalando.no/faq, https://www.zalando.no/faq/what-is-your-return-policy.html, https://www.zalando.no/faq/what-delivery-options-are-available.html and https://www.zalando.no/faq/what-does-standard-delivery-include.html all use the title “Zalando”. Search engines can't tell which page to show for a search, so each competes with the others.

https://www.zalando.no/faq, https://www.zalando.no/faq/what-is-your-return-policy.html, https://www.zalando.no/faq/what-delivery-options-are-available.html and https://www.zalando.no/faq/what-does-standard-delivery-include.html have no meta description, so Google writes the search snippet from whatever text it finds.

https://www.zalando.no/faq, https://www.zalando.no/faq/what-is-your-return-policy.html, https://www.zalando.no/faq/what-delivery-options-are-available.html, https://www.zalando.no/faq/what-does-standard-delivery-include.html, https://www.zalando.no/klaer and https://www.zalando.no/sko and 5 others have no <h1> headline, so visitors and search engines get no clear main topic.

https://www.zalando.no/dame-home, https://www.zalando.no/herre-home, https://www.zalando.no/klaer and https://www.zalando.no/salg 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.

We fetched 15 pages linked from your homepage (of 111 found) and read each the way a search engine does.

53 of 68 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 “Cannot read properties of undefined (reading 'register')”.

Large scripts ship without source maps.

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 testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

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

Your longest form asks for 11 fields (0 required). Every extra field lowers completion.

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 297 words of visible text.

Before a visitor clicks anything, the page loads Google Tag Manager (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 12 cookies (measured from a US location before any click).

Loading the homepage contacts 10 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.