zippo.com website review

About 625 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.9 s faster on a phone.

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

Your mobile performance score is 49. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

8 third-party services load with your homepage (Google Tag Manager, Osano CMP and Shopify and others), adding 1.4 MB and 1.3 s of main-thread time.

Google Tag Manager costs a phone 540 ms of main-thread work and 496 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 3.4 s on main-thread work while loading, 1.6 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

Osano CMP costs a phone 323 ms of main-thread work and 87 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.

Shopify costs a phone 202 ms of main-thread work and 742 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.

14 files are served with short cache lifetimes, so returning visitors download them again (104 KiB).

8 images could be 246 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

11 long tasks block the main thread while loading, the longest for 216 ms. During a long task the page ignores taps.

Polyfills for old browsers add 11 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 200 ms faster on a phone.

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

About 11 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.

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.

Your largest element takes 15.3 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 18.4 s. Good is under 3.8 s.

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

The first text or image appears after 3.5 s on a phone. Good is under 1.8 s.

Real visitors wait 273 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 154 ms to 269 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Scripts block taps and scrolling for 492 ms in total while the page loads. Good is under 200 ms.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.4 s to 1.5 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 3.9 MB in 238 requests on a phone: scripts 1.5 MB (94), images 1.4 MB (25) and other files 691 KiB (80). Under 2 MB keeps phones on slow connections fast.

1 image (41 KiB) is 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 1.10 g of CO₂e: 132.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

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

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

1 element has a tabindex above 0, which scrambles the keyboard order.

All page content should be contained by landmarks: 4 elements on the page fail this check, rated moderate by axe-core.

Headings should not be empty: 5 elements on the page fail this check, rated minor by axe-core.

ARIA role should be appropriate for the element: 4 elements on the page fail this check, rated minor by axe-core.

Your meta description is 274 characters; Google truncates after about 160, so the end of your pitch is cut.

No Open Graph image, so links shared on LinkedIn, Slack or Facebook show no preview picture.

Your <h1> is empty.

The homepage links to 181 pages on zippo.com and 21 external pages.

There is no https://zippo.com/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.

https://zippo.com/customer_authentication/redirect has no <title>, so Google invents the link text in results.

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

https://zippo.com/collections/all and https://zippo.com/customer_authentication/redirect have no meta description, so Google writes the search snippet from whatever text it finds.

https://zippo.com/customer_authentication/redirect has 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.

12 images are displayed at the wrong aspect ratio, so they look stretched or squashed.

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.

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

The homepage has only about 201 words of visible text; thin pages give Google and first-time buyers little to go on.

Before a visitor clicks anything, the page loads Google Ads, Google Tag Manager, HubSpot and Klaviyo (measured from a US location before any click). A consent tool (Osano) is installed; check it blocks these until visitors agree where the law requires it.

Opening the homepage sets 3 cookies (measured from a US location before any click).

Loading the homepage contacts 19 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.