70 Leading Retailers’ Lighthouse Scores Revealed

70 Leading Retailers’ Lighthouse Scores Revealed

June 18, 2018 6:02 pm

On-line retailers want to enhance website efficiency and accessibility however they're optimized for search engines like google based mostly on an audit of 70 recognizable retail web sites.

On June 9 and 10, 2018, I ran every of 70 properly-recognized ecommerce web sites via Google’s Lighthouse, a free monitoring device. It charges websites on 5 areas:

  • Efficiency,
  • Progressive net app compatibility,
  • Accessibility,
  • Greatest practices,
  • Search engine marketing.
Lighthouse audits five areas of a website, including SEO and performance. The tool is built directly into the Chrome web browser.

Lighthouse audits 5 areas of a website, together with search engine optimization and efficiency. The device is constructed instantly into the Chrome net browser.

For every audit, I used the Chrome browser with Lighthouse inbuilt. The audit was run on a product element web page. I carried out the all the checks from an Apple MacBook Professional with a 50 Mbps wi-fi web connection.

Listed here are the important thing takeaways.

Each audit is a snapshot of the web page at that moment in time. Thus changes to a page's markup will result in changes in the audit score.

Every audit is a snapshot of the online web page at that second in time. Thus modifications to a web page’s markup will end in modifications within the audit rating.

search engine optimization

Collectively, the 70 retail websites reviewed scored a mean of 86.four out of one hundred on the Lighthouse search engine marketing audit. REI, John Lewis, and The Sill every scored an ideal one hundred. Tractor Provide, the billion-greenback farm provide retailer, had the bottom search engine marketing rating within the group. However was nonetheless a sixty seven.

REI was among the retailers that scored a 100 for SEO on the Lighthouse audit.

REI was among the many retailers that scored a one hundred for web optimization on the Lighthouse audit.

The Lighthouse search engine marketing audit measures 10 primary elements, together with the presence of a title aspect and using a meta description. That is doubtless a sign that retailers are, usually, targeted on search engine optimization.

This focus might take a couple of varieties. For instance, on-line retailers could also be selecting ecommerce platforms or options which have primary default search engine optimization options. Or they could have search engine optimization fundamentals coated whatever the platform.


Sadly, a lot of the retailers had poor performing — i.e., sluggish — web sites, based on Lighthouse. The typical efficiency rating was a 22.1 out of one hundred. B&H Photograph had one of the best efficiency rating of the 70 websites audited with a fifty nine. Hudson’s Bay Firm and Sears every scored a zero.

Key site performance indicators include when a page has its "first meaningful paint" and when the page first becomes interactive.

Key website efficiency indicators embrace when a web page has its “first significant paint” and when the web page first turns into interactive.

Lighthouse checks 23 efficiency indicators and emphasizes cellular efficiency versus desktop. Thus throughout its audit Lighthouse throttles throughput to imitate cellular connections.

This reality apart, retail websites want to seek out methods to load info extra shortly.

One of the widespread efficiency challenges was loading photographs not seen to the consumer. Lighthouse calls these “offscreen” pictures, explaining that “since customers can’t see offscreen photographs once they load a web page, there’s no purpose to obtain the offscreen pictures as a part of the preliminary web page load. In different phrases, deferring the load of offscreen photographs can velocity up web page load time and time to interactive.”

Waiting until the page completes its initial load to add offscreen images can improve site performance.

Ready till the web page completes its preliminary load so as to add offscreen pictures can enhance website efficiency.

In distinction to search engine optimisation, one might assume efficiency is essentially ignored or thought-about to be ok. That is unlucky for the poor performing websites, however a chance for different retailers.

You would run your personal Lighthouse audit. Comply with up on the efficiency recommendations and supply a greater buyer expertise than a lot of the 70 websites I checked, which I’ve listed under.


Net accessibility describes how nicely individuals, together with individuals with disabilities, can work together with a website. Offering an open, obtainable, and navigable website for consumers, no matter incapacity, is just good enterprise for ecommerce retailers.

The 70 ecommerce sites audited with Lighthouse, nevertheless, managed a mean of simply 60 out of a potential one hundred for accessibility.

Some retailers scored as low as zero for accessibility.

Some retailers scored as little as zero for accessibility.

Lighthouse can solely measure a number of points of accessibility. So it isn't essentially a mirrored image of how accessible every website truly is or whether or not these websites could be violating legal guidelines requiring net accessibility.

Nevertheless, the features of accessibility that may be routinely examined with a device resembling Lighthouse are gadgets a website ought to be capable of get proper.

Given that these accessibility traits can be measured automatically, it should be relatively easy to maintain them.

Provided that these accessibility traits could be measured mechanically, it must be comparatively straightforward to take care of them.

On your personal web site, make sure you’re offering methods for people with disabilities to entry your pages and merchandise. As talked about above, with the ability to service and promote to all shoppers is sweet enterprise. However there may be authorized considerations.

“In 2017, plaintiffs filed a minimum of 814 federal lawsuits about allegedly inaccessible web sites, together with a variety of putative class actions,” wrote Minh N. Vu and Susan Ryan of regulation agency Seyfarth Shaw in a January 2018 article.

New York and Florida have been most certainly to see the federal filings, with 335 and 325 instances respectively.

Greatest Practices

Google Lighthouse additionally evaluations 19 web site greatest practices. On common, the 70 websites evaluation scored 60.ninety eight out of a attainable one hundred.

The Adidas web site adopted these greatest practices probably the most, scoring an 88 within the Lighthouse audit. Bass Professional Outlets earned the bottom rating for the class at 31.

Lighthouse modifications its exams for greatest practices because the state of net know-how and net improvement evolves. Thus scoring properly right here could be a good indication of sustaining present requirements.

Retailers would be wise to increase their scores in each of Lighthouse's five categories.

Retailers can be clever to extend their scores in every of Lighthouse’s 5 classes.

Progressive Net Apps

The final Lighthouse class to think about is conformity with progressive net apps.

PWAs give cellular consumers an app-like expertise by way of the online browser. PWAs can place icons instantly on a cell phone’s residence display and embrace push notifications or straightforward checkout. All of those options might be a bonus for an ecommerce enterprise.

Therefore, consider this rating as a measurement of how shut a website is to receiving PWA standing.

On common, the 70 websites audited scored a forty four out of one hundred for PWA conformity. The highest rating, eighty two, went to Construct.com, which means that website may need comparatively little work to do to start having fun with the advantages of a PWA.

Here's a record of how every of the 70 websites scored.

RetailerEfficiencyPWAAccessibilityGreatest Practicessearch engine optimizationCommon
Adidas28seventy threeforty seven88ninetysixty five.2
AliExpress24forty fivefifty twoseventy fiveninetyfifty seven.2
Amazon24forty fiveseventy onesixty nineninetyfifty nine.eight
American Eagle Outfitters9forty fivefifty fourfifty sixninety50.eight
Apple17forty fiveeighty twoeighty oneninetysixty three
Argosthirteen27fifty six50ninetyforty seven.2
ASOS1436forty nine50ninetyforty seven.eight
AutoZoneforty five36sixty sevensixty threeninety60.2
B&H Photographfifty nineforty five35sixty nineninetyfifty nine.6
Bass Professional Outlets6forty fiveseventy five31ninetyforty nine.four
Beardbrand6forty fivefifty twosixty threeeightyforty nine.2
Greatest Purchase236eighty onesixty threeninetyfifty four.four
Construct.comthirteeneighty twofifty sixsixty threeone hundredsixty two.eight
Chewy24forty fivefifty fivesixty nineninetyfifty six.6
Costcoelevenforty fiveseventy twofifty sixninetyfifty four.eight
Crate & Barrel23forty fivesixty foursixty threeninetyfifty seven
Crutchfield50fifty fivefifty fivefifty sixninetysixty one.2
CVS1927sixty ninesixty threeninetyfifty three.6
Dell927fifty nine38eightyforty two.6
Dick's Sporting Items936eighty twoforty foureighty50.2
Greenback Treeforty fiveforty fiveseventy four50eightyfifty eight.eight
Ebay22forty fiveseventy twofifty sixninetyfifty seven
Etsyforty oneforty five50sixty nineninetyfifty nine
Foot Lockerthree36fifty six38eightyforty two.6
GameStop927seventy three50eightyforty seven.eight
H&M252738sixty nineeightyforty seven.eight
Hayneedlethirteenforty fivesixty one38ninetyforty nine.four
HPfourforty fiveseventy six50eightyfifty one
Hudson's Bay Firm3127zeroforty foureighty36.four
J.C. Penney19fifty fivefifty threesixty threeninetyfifty six
JD.com1027forty eightsixty three89forty seven.four
John Lewis14forty five60sixty nineone hundredfifty seven.6
Kohl's5forty fiveforty twoforty fourninetyforty five.2
L.L.Bean21forty fiveforty six5070forty six.four
Lowe's22forty fivefifty twoforty foureightyforty eight.6
Macy's32forty fiveeighty twosixty threeninetysixty two.four
Marks & Spencer33forty fiveforty onesixty threeninetyfifty four.four
Meijerzeroforty five33sixty three89forty six
Mulberry38forty fiveseventy fivesixty nineninetysixty three.four
Musician's Good friend1827sixty threefifty sixeightyforty eight.eight
Neiman Marcus50fifty fiveseventy nineseventy fiveninetysixty nine.eight
Newegg25forty fiveforty foureighty oneninetyfifty seven
Nike24forty fivesixty threefifty sixeightyfifty three.6
Nordstrom29forty five60sixty nineninetyfifty eight.6
Northern Device22forty fivefifty onesixty threeeightyfifty two.2
Workplace Depot21forty fivefifty seveneighty oneninetyfifty eight.eight
Overstock37forty fivefifty nineseventy fiveeightyfifty nine.2
PetSmart7forty fiveforty threesixty nine70forty six.eight
Rakutenelevenforty fivesixty threesixty threeninetyfifty four.four
REIforty sevenforty fiveninety oneeighty oneone hundredseventy two.eight
Ceremony Assistelevenforty fivesixty eightforty fourninetyfifty one.6
Rogue Healthforty twoforty fivesixty foursixty threeninety60.eight
Searszero36forty nine38eightyforty.6
Sephorafifty fourforty fiveforty sevenfifty sixninetyfifty eight.four
Staples7forty five32sixty threeninetyforty seven.four
Suitsupplyforty sixfifty fivefifty twoeighty oneseventy eightsixty two.four
Suning.comforty one3634fifty sixeightyforty nine.four
Goalforty twofifty fiveninety oneeighty oneeightysixty nine.eight
Tesco6forty fivesixty fivesixty nineninetyfifty five
The Holeelevenforty fivesixty fivesixty threeninetyfifty four.eight
The Residence Depot19forty fivesixty fourseventy fiveninetyfifty eight.6
The Sill12forty fivesixty sixfifty sixone hundredfifty five.eight
TigerDirectforty five36fifty ninesixty threeeightyfifty six.6
Tractor Provide172750sixty threesixty sevenforty four.eight
City Outfitters24forty five88sixty threeeighty60
Victoria's Secret20forty fiveeighty onesixty threeseventy eightfifty seven.four
Walmarteleven36sixty sevenfifty sixeighty50
Walgreens30forty fiveeighty threesixty threeninetysixty two.2
Wayfair18forty five87sixty threeninety60.6
Williams Sonoma10seventy threesixty sixfifty sixninetyfifty nine

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