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zappos.com website review
Visit site (opens in a new tab)Reviewed 12 October 202615 issues · 57 checks
This review found 15 issues worth fixing on zappos.com, 2 of them high impact, across 57 checks. The most urgent: page weight: 5.0 MB. Google's speed test didn't respond, so speed is not measured here; your full playbook measures it. 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
Not scored yet: Google's speed test didn't run in this review. Re-run the review to get a score.
Show as table
| Date | Real-visitor load time (LCP) |
|---|---|
| Apr 18, 2026 | 1.8 s |
| Apr 25, 2026 | 1.8 s |
| May 2, 2026 | 1.8 s |
| May 9, 2026 | 1.8 s |
| May 16, 2026 | 1.7 s |
| May 23, 2026 | 1.7 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 | 1.7 s |
| Jul 4, 2026 | 1.7 s |
| Jul 11, 2026 | 1.7 s |
| Jul 18, 2026 | 1.7 s |
| Jul 25, 2026 | 1.7 s |
| Aug 1, 2026 | 1.7 s |
| Aug 8, 2026 | 1.7 s |
| Aug 15, 2026 | 1.8 s |
| Aug 22, 2026 | 1.8 s |
| Aug 29, 2026 | 1.8 s |
| Sep 5, 2026 | 1.8 s |
| Sep 12, 2026 | 1.8 s |
| Sep 19, 2026 | 1.8 s |
| Sep 26, 2026 | 1.9 s |
| Oct 3, 2026 | 1.9 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| Apr 18, 2026 | 232 ms |
| Apr 25, 2026 | 228 ms |
| May 2, 2026 | 217 ms |
| May 9, 2026 | 206 ms |
| May 16, 2026 | 196 ms |
| May 23, 2026 | 191 ms |
| May 30, 2026 | 193 ms |
| Jun 6, 2026 | 188 ms |
| Jun 13, 2026 | 186 ms |
| Jun 20, 2026 | 182 ms |
| Jun 27, 2026 | 180 ms |
| Jul 4, 2026 | 181 ms |
| Jul 11, 2026 | 179 ms |
| Jul 18, 2026 | 175 ms |
| Jul 25, 2026 | 170 ms |
| Aug 1, 2026 | 163 ms |
| Aug 8, 2026 | 164 ms |
| Aug 15, 2026 | 166 ms |
| Aug 22, 2026 | 167 ms |
| Aug 29, 2026 | 169 ms |
| Sep 5, 2026 | 167 ms |
| Sep 12, 2026 | 169 ms |
| Sep 19, 2026 | 170 ms |
| Sep 26, 2026 | 171 ms |
| Oct 3, 2026 | 172 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
Speed
Not measured in this review.
Core Web Vitals
Real-user TTFB: 1.1 s
1.1 sReal visitors wait 1.1 s for your server to start answering (75th percentile). Good is under 800 ms.
Largest content (LCP) held steady for real visitors
+3%Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' largest content (lcp) went from 1.8 s to 1.9 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
6 checks passed
Passes Core Web Vitals for real visitors
Real Chrome users on phones pass Google's Core Web Vitals on your site (28-day field data from the Chrome UX Report (opens in a new tab)).
Real-user LCP: 1.9 s
1.9 sReal visitors wait 1.9 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 172 ms
172 msReal visitors wait 172 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
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: 1.8 s
1.8 sReal visitors see the first content after 1.8 s (75th percentile). Good is under 1.8 s.
Tap response (INP) got 25% faster for real visitors
-25%Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 232 ms to 172 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Images and page weight
Page weight: 5.0 MB
5.0 MBYour homepage downloads 5.0 MB on a phone, 2.8 MB of it images (55%). Under 2 MB keeps phones on slow connections fast.
About 1.4 g of CO₂ per visit
1.43 gBy the Sustainable Web Design model, a visit to your homepage emits about 1.43 g of CO₂e: 171.5 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
Landmarks should have a unique role or role/label/title (i.e. accessible name) combination (2 elements)
Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 2 elements on the page fail this check, rated moderate by axe-core.
Document should not have more than one banner landmark (1 element)
Document should not have more than one banner landmark: 1 element on the page fails this check, rated moderate by axe-core.
All page content should be contained by landmarks (1 element)
All page content should be contained by landmarks: 1 element on the page fails this check, rated moderate by axe-core.
1 form field without a label
1 form field has no label, so screen readers announce an empty box and autofill guesses.
2 checks passed
Every image has alt text
All 59 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 51 WCAG 2.2 A/AA and best-practice rules on the phone render: 48 passed and 3 failed. 3 mores need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
No structured data
No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.
No social preview image
No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.
No X (Twitter) card tag
No twitter:card tag. X falls back to Open Graph, which is incomplete here.
370 internal links, 6 external
The homepage links to 370 pages on zappos.com and 6 external pages.
6 checks passed
Meta description: 109 characters
Your meta description is 109 characters: “Fast, FREE shipping on just-landed sneakers, boots, heels & more from your favorite brands. Now that's a win.”.
One H1 headline
Your main headline reads: “Zappos Homepage”.
Title: 63 characters
Your title is a healthy 63 characters: “Shoes, Sneakers, Boots, & Clothing + FREE SHIPPING | Zappos.com”.
Canonical URL set
The canonical URL is https://www.zappos.com/.
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://www.zappos.com/VideoSitemap/file/video_sitemap-index.xml.
AI search readiness
No Organization structured data
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.
No llms.txt
There is 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.
2 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.
Text is in the HTML
Your server sends the page's text in the HTML (1,363 words), so crawlers that don't run JavaScript still read it.
Other pages
1 link to non-canonical URLs
Your homepage links to 1 page by a URL that isn't its canonical one, for example /null/4AEB4gIBHA.zso, whose canonical is /on-sale/4AEB4gIBHA.zso. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.
12 pages without an H1
/women/wAEB4gIBGA.zso, /men/wAEC4gIBGA.zso, /null/OgLWL-ICAQc.zso, /sneakers-athletic-shoes/CK_XARC81wHiAgIBAg.zso, /running and /null/4AEB4gIBHA.zso and 6 others have no <h1> headline, so visitors and search engines get no clear main topic.
15 internal pages checked
We fetched 15 pages linked from your homepage (of 198 found) and read each the way a search engine does.
5 checks passed
Linked pages load
All 15 pages we checked loaded without an error.
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.
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
2 broken images
2 images failed to load on a phone, for example https://bat.bing.com/action/0?ti=85057032&Ver=2&mid=85109472-fb43-47e0-a3cd-5ac1602ffae6&bo=1&sid=1b2ffc70c5e811f1803869aa48b652bd&vid=1b302eb0c5e811f1b102a7bc24ab27e0&vids=0&msclkid=N&pi=918639831&lg.
259 small tap targets
259 of 296 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.
3 JavaScript errors while loading
3 errors were logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.
1 checks passed
Mobile viewport set
The page declares a mobile viewport.
Content and conversion
Thin social proof
Social proof on the homepage: a star rating. Pairing it with named testimonials or customer logos makes it far more convincing.
Phone number is not tap-to-call
Your phone number appears as text but isn't a tel: link, so phone visitors can't tap to call.
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 1,062 words of copy
The homepage carries about 1,062 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: “Download The App” and “Shop Hunter”.
40 calls to action
The homepage has 40 calls to action, for example “Download the App”, “Shop Hunter” and “Shop Halloween”.
2 short forms
2 short forms (1 field at most) are right on the homepage.
Analytics in place
Analytics detected: Google Tag Manager.
Privacy and tracking
8 trackers load before any consent
8Before a visitor clicks anything, the page loads Amplitude, Criteo, Google Ads, Google Analytics and Google Tag Manager and 3 mores (measured from a US location before any click). A consent tool (TrustArc) is installed; check it blocks these until visitors agree where the law requires it.
31 cookies set on arrival
31Opening the homepage sets 31 cookies (measured from a US location before any click).
29 other companies contacted
Loading the homepage contacts 29 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.
1 checks passed
Consent tool: TrustArc
A consent management tool (TrustArc) 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 zappos.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Go beyond the website
What your $25 Growth Playbook adds
This review found 15 issues on zappos.com, including 1 speed issue, 2 SEO issues and 1 conversion gap. 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.