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npgshop.org.uk

https://npgshop.org.uk· First analyzed 03 Jun 2026· Updated 03 Jun 2026
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npgshop.org.uk
Desktop screenshot of npgshop.org.uk
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Mobile

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Hosting Provider

Shopify
shopify.com

IP Address

23.227.38.32

Site Location

🇬🇧 United Kingdomvia phone

Server Location

🇨🇦 Ottawa, Canada

ASN

AS13335

Organization

Shopify, Inc.

Server

Cloudflare

CDN

Cloudflare

WAF

Cloudflare

Nameservers

ns0.lcn.com.ns2.lcn.com.ns1.lcn.com.

Performance

82

Core Web Vitals

Weight

First Contentful Paint
2.1 s10%
Speed Index
2.7 s10%
Largest Contentful Paint
—25%
Total Blocking Time
0.0 ms30%
Cumulative Layout Shift
0.00025%
3.9 MB
217 requests

Image Optimization

Lazy LoadResponsive
0–49
50–89
90–100

Architecture Stack

Monolithic
⚙️ SSR
Shopify
ecommerce
NPG - New - 20250611 **Version 8.0.0**
Shopify Theme

Detected Apps

Upsell & Cross SellFacebook ChannelInstagram ShoppingTikTok

Technology Stack

7 Technologies Detected

Analytics

3
Google Analytics
Google Analytics 4
Facebook Pixel

CSS Frameworks

1
Tailwind CSS

CDN

1
Cloudflare

Customer Support

1
Zendesk

Security

1
reCAPTCHA

SEO Analysis

B79/100
25
3
1
Meta Tags15/15
Content8/12
Headings3/8
Technical23/25
E-E-A-T2/7
Images6/7
Links5/5
URL5/5
Social5/5
Freshness0/4
Mobile4/4
Indexability3/3
N
npgshop.org.uknpgshop.org.uk

National Portrait Gallery – National Portrait Gallery Shop

Shop at the National Portrait Gallery for a huge range of gifts, prints, books and exclusive merchandise. Something for everyone.

Title Length58 chars

Recommended: 50-60 chars (~343px / 580px)

Description Length129 chars

Recommended: 120-160 chars

Issues (1)

  • • Missing H1 tag — every page should have exactly one H1

4 issues found

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Crawlability

Sitemap

Type: index

118 URLs

118 sub-sitemaps

robots.txt

88 rules

Sitemap reference found

Local SEO

Local Search Readiness

28/100
Needs Work
8 10

Sponsored

AI & LLM Readiness

D51/100
Bot Access
20/25
Machine Read.
13/25
Schema Data
7/25
Citation
11/25

AI Bot Access

14/14 accessible
AI Search
OAI-SearchBot
PerplexityBot
Claude-SearchBot
Gemini-Deep-Research
DuckAssistBot
Training
GPTBot
ClaudeBot
Google-Extended
Meta-ExternalAgent
Bytespiderinfo
Amazonbot
Applebot-Extended
CCBotinfo
Fetch
ChatGPT-User

Machine Readability

llms.txtinvalid
llms-full.txt
Semantic HTML
Heading Hierarchy
Text ratio:1%
Words:872
Token eff.:Optimal

Structured Data

2 JSON-LD
Organization×1.1WebSiteSearchAction
sameAs entity links

Citation Readiness

Opening Summary252w
Descriptive Headings
Canonical URL
Open Graph2/3
Twitter Card3/3
Language Tag
Publish Date
Author Info
Lists
Tables
TL;DR / Summary
About Page Link
Recommendations (11)
AI readiness recommendation preview...
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Accessibility

WCAG 2.1 Compliance

Evaluates how accessible your website is for users with disabilities, based on WCAG 2.1 guidelines. Checks images, forms, keyboard navigation, ARIA roles, and color contrast.
A
87/100
15
Passed
1
Critical
0
Warnings
Images & Alt Text
15/20
Checks if images have descriptive alt text for screen readers and visually impaired users.
Semantic Structure
16/20
Evaluates proper use of HTML5 semantic elements (header, nav, main, footer) and heading hierarchy.
Forms & Inputs
15/15
Verifies form fields have labels, error messages are clear, and inputs are properly associated.
Color & Contrast
15/15
Tests text-to-background color contrast ratios against WCAG AA/AAA minimum requirements.
Keyboard & Focus
15/15
Ensures all interactive elements are reachable and operable via keyboard (tab, enter, escape).
ARIA & Roles
11/15
Checks correct use of WAI-ARIA attributes (roles, states, properties) for assistive technologies.
1 recommendation
  • •Accessibility recommendation preview...
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Carbon Footprint

SWDM v4 · Eco-Score

Carbon emissions estimated using the Sustainable Web Design Model v4 (SWDM v4). Factors in data center, network, and device energy across new and returning visitors. Grade thresholds based on HTTP Archive percentiles.
42/100
F
406 mg
CO₂e / view
3.9 MB
Page Weight
15%
Cleaner Than
New Visitor
464 mg
vs
Returning (cached)
232 mg
Annual (10K/mo)
48.7 kg
Emission Segments
Data Center
20 mg
Network
119 mg
Device
267 mg
Resource Breakdown
JavaScript
1.1 MB
Images
1.6 MB
CSS
483.0 KB
Fonts
684.3 KB
HTML
50.1 KB
Other
8.7 KB
Green Hosting Verified
Cloudflare
GWF Verified
7 recommendations
  • •Carbon footprint recommendation preview...
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A

Security Score

81%Very Good
Interactive

HTTPS

WAF

85d

Certificate Details

Type

Domain Validated (DV)

Certificate Authority

Let's Encrypt

Key Algorithm

ECDSA (secp256r1) (256 bit)

Signature

ECDSA with SHA-384

TLS Version

TLSv1.3

HTTP Protocol

HTTP/2+H3

Valid From

29.05.2026

Valid Until

27.08.2026

Subject Alternative Names (1)

npgshop.org.uk

SHA-256 Fingerprint

51:88:24:5B:67:70:8A:F5:16:93:35:D2:7B:04:B9:D6:AB:D7:A7:A8...

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HTTP Headers

Developer Console

alt-svc
h3=":443"; ma=86400
cf-cache-status
DYNAMIC
cf-ray🇺🇸 Washington DC
a05ab4231b86d707-IAD
content-encoding
⚡ Brotli(br)
content-language
en-GB
content-length
50973
Good Warning Issue

Email Infrastructure

Custom Mail Server

Score

75

SPF
DKIM
DMARC

DMARC Policy

Reject (Strictest)

MX Records (1)

Domain Information

npgshop.org.uk

DNSSEC
Not Enabled

Privacy & Compliance

Cookiebot

Cookie Consent Banner
Cookiebot
Privacy Policy
Terms of Service

GDPR Indicators

Cookie consent banner detected
CMP: Cookiebot
Privacy policy page linked
Data Protection Officer mentioned

Mobile Compatibility

Viewport & Responsive Test

Tests how well your website works on mobile devices. Checks viewport configuration, responsive layout, touch targets, font readability, and simulates rendering across different screen sizes.
B
75/100
Mobile Friendly17 breakpoints
Viewport Meta
The viewport meta tag tells mobile browsers how to scale the page. Without it, mobile devices render at desktop width.
Responsive Design
Uses CSS media queries or flexible layouts to adapt content to different screen sizes automatically.
Touch Icons
Apple touch icons and favicons displayed when users add the site to their home screen on mobile devices.
Readable Font Size
Base font size should be at least 16px on mobile to ensure text is readable without zooming.
Relative Units
Using em, rem, %, or vw instead of fixed px values allows content to scale properly across screen sizes.
No H-Scroll Risk
No elements wider than the viewport that would cause horizontal scrolling on mobile devices.
Tap Targets OK
Interactive elements (buttons, links) are at least 48x48px with enough spacing to prevent accidental taps.
No Fixed Widths
No elements with fixed pixel widths that could overflow on smaller screens and break the layout.
Viewport
width=device-width,initial-scale=1
1 recommendation
  • •Mobile compatibility recommendation preview...
Upgrade to view recommendations

Typography & Readability

NPG Serif Display + Inter

WCAG AAA
73/100
Readability
/30
21/30

16px · LH 1.60

Hierarchy
/20
11/20

0.88x ratio · ✓ H1→H6

WCAG
/25
23/25

8.3:1 min contrast

Performance
/25
18/25

2 fonts · 6 req

Heading Font

NPG Serif Display

Serif14px

Body Font

Inter

Sans16px

Contrast Ratio

8.3:1

WCAG AAA (≥7:1)

Reading Comfort

~38 CPL

Narrow lines
14px
h1
42px
h2
26px
h3
16px
p

✅ Excellent readability: 16px body text is ideal for all devices.

✅ Optimal line spacing: 1.60 ratio (ideal range 1.4–1.6).

✅ WCAG AAA contrast: All text meets 7:1 ratio (min 8.3:1).

✅ Perfect heading hierarchy: Sequential h1→h2→h3 with single H1 — ideal for SEO & accessibility.

⚠️ Weak hierarchy: Headlines should be ≥2x body size for clear visual structure.

⚠️ Fluid type without rem: clamp() detected but missing rem units. May fail WCAG 1.4.4 zoom test.

Buy on MyFontsFluid TypeFlesch 59

Color Palette

11 unique colors
2.61:1 Fail Light
#ffffff
Background· 27%
#ab9d9c
Secondary· 5.6%
#cb3061
Primary· 17.9%
#e8e3e1
Text· 13.6%
#f5f342
Accent· 10.8%
#da3f6f
Accent· 6.6%
#ccc6bc
Secondary· 5.3%
#825a66
Secondary· 5.2%

Business & Marketing Stack

3 Tools Detected

Advanced

Behavior Analytics

1
Google AnalyticsFree

User behavior and product analytics

Advertising

1
Facebook PixelMid-Market

Ad platforms and retargeting pixels

Privacy & Cookies

1
OsanoMid-Market

Cookie consent and privacy compliance tools

3

Categories

3

Total Tools

0

Enterprise

2

Mid-Market

Assessment: Well-developed marketing technology stack

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Scripts & Styles

30 Resources

20
Scripts
10
Styles
12
Async
8
Defer

Top Script Sources

npgshop.org.uk(7)cdn.shopify.com(4)connect.facebook.net(2)googletagmanager.com(2)timer.good-apps.co(1)

Website Identity

National Portrait Gallery Shop

National Portrait Gallery Shop

Organization
[email protected]
+44 (0) 207 306 0055
Location detected: 🇬🇧 United Kingdomvia phone
en

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Last analyzed: 03 Jun 2026 at 00:50

Historical Analysis & Change Tracking

npgshop.org.uk Technology Stack - Built With Tailwind CSS, Google Analytics, Google Analytics 4, Facebook Pixel, Cloudflare | StackOptic | StackOptic