zoo.se website review

A phone's processor spends 6.9 s on main-thread work while loading, 4.0 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 6,003 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

Your mobile performance score is 54 (desktop: 61). Pages that score under 90 lose visitors before the first paint.

16 long tasks block the main thread while loading, the longest for 768 ms. During a long task the page ignores taps.

About 306 KiB of JavaScript is downloaded but never used on this page.

Google Tag Manager costs a phone 255 ms of main-thread work and 370 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.

8 third-party services load with your homepage (Google Tag Manager, getflowbox.com and lipscore.com and others), adding 665 KiB and 378 ms of main-thread time.

1 image could be 7 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.

2 files are served with short cache lifetimes, so returning visitors download them again (90 KiB).

About 30 KiB of CSS is downloaded but never applied on this page.

Polyfills for old browsers add 18 KiB JavaScript that modern phones do not need.

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.

Scripts block taps and scrolling for 2.2 s in total while the page loads. Good is under 200 ms.

The page becomes fully interactive after 13.7 s. Good is under 3.8 s.

Visually, the page fills in at 8.5 s (Speed Index). Good is under 3.4 s.

Real visitors wait 456 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

For real visitors the layout shifts by 0.20 (75th percentile). Good is under 0.1.

Real visitors wait 1.0 s for your server to start answering (75th percentile). Good is under 800 ms.

Your largest element takes 3.4 s to render on a phone. Google's threshold for “good” is 2.5 s.

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

Over the last 25 four-week periods to 2026-10-24, real Chrome visitors' largest content (lcp) went from 1.6 s to 1.6 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

By the Sustainable Web Design model, a visit to your homepage emits about 0.48 g of CO₂e: 57.9 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

1 button has no accessible name, so screen readers announce just “button”.

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

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

All page content should be contained by landmarks: 365 elements on the page fail this check, rated moderate by axe-core.

Document should not have more than one banner landmark: 1 element on the page fails this check, rated moderate by axe-core.

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.

16 visible links have no text or label, so screen readers cannot say where they go.

ARIA role should be appropriate for the element: 1 element on the page fails this check, rated minor by axe-core.

There is no <h1>, so neither visitors nor Google get a clear main headline.

Structured data found (Organization and WebSite) but with 2 problems, for example “Organization: missing name”.

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

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

The homepage links to 65 pages on zoo.se and 0 external pages.

A phone browser shows 1,936 words, but the HTML your server sends has only 501. GPTBot, ClaudeBot and PerplexityBot read that HTML without running JavaScript, so they see an almost empty page. Server-side rendering or pre-rendering fixes it.

Your Organization JSON-LD is missing name, logo, sameAs (social profiles), description and contact details. These are the facts AI assistants use to describe a business and to tell it apart from others with a similar name.

There is no https://www.zoo.se/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://www.zoo.se/hund, https://www.zoo.se/katt, https://www.zoo.se/kampanj and https://www.zoo.se/hitta-butik have no <h1> headline, so visitors and search engines get no clear main topic.

https://www.zoo.se/varumarken, https://www.zoo.se/veterinara-tjanster, https://www.zoo.se/hitta-butik and https://www.zoo.se/djurfakta took over 3 s to send their HTML from our server.

We fetched 15 pages linked from your homepage (of 44 found) and read each the way a search engine does.

5 errors were logged to the browser console while the page loaded, for example “Failed to load resource: the server responded with a status of 502 ()”.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

We found no call-to-action buttons or links (such as “Book a demo” or “Get a quote”) anywhere on the homepage.

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.

There is no form on the homepage, so every lead has to click through to another page first.

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 1,936 words of visible text.

Before a visitor clicks anything, the page loads Google Ads and Google Tag Manager (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.

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