hallmark.com

Readiness by lane

Green: hallmark.com. Thin bar: E-Commerce & Marketplaces peer median.

Priority fixes for hallmark.com

Ordered by impact and by how common each practice is among peers.

1. Priority 1 · Accelerate

   Static files cached for 30 days or more

   Observed: A same-site stylesheet or script was cacheable for 1 seconds, short of the 30-day benchmark.

   Why it matters: Returning visitors and later page views reuse cached files instead of downloading them again.

   What to do: Give versioned (fingerprinted) CSS, JavaScript, fonts and images Cache-Control: public, max-age=31536000, immutable, and change the file name whenever the content changes.

   On Cloudflare: Use Cache Rules to set edge and browser TTLs for static file paths.

   60% of E-Commerce & Marketplaces peers do this. Limit: Read from the homepage response only; other pages or regions may send different headers.

   Guide: Browser Caching Guide for Website Owners

2. Priority 2 · Accelerate

   Modern image formats in use

   Observed: The homepage had 63 images and none used WebP or AVIF.

   What to do: Serve WebP or AVIF with a JPEG or PNG fallback, either through an image CDN or by generating both formats at build time.

   On Cloudflare: Cloudflare Polish can convert images to WebP.

   47% of E-Commerce & Marketplaces peers do this.

   Guide: AVIF, WebP, JPEG, and PNG: Choose the Right Image Format

3. Priority 3 · Harden

   DMARC policy enforces quarantine or reject

   Observed: The DMARC policy for hallmark.com was p=none, which asks receivers to take no action on failing mail.

   What to do: Publish DMARC with p=none and a reporting address first, fix any legitimate senders that fail SPF or DKIM alignment, then move to quarantine and finally reject.

   39% of E-Commerce & Marketplaces peers do this.

   Guide: A Practical Website Health Check for Owners

4. Priority 4 · Accelerate

   No render-blocking scripts in <head>

   Observed: The homepage <head> loaded 1 external script without async or defer.

   What to do: Add defer to scripts that need the DOM, async to independent ones such as analytics, or move them to the end of the body.

   44% of E-Commerce & Marketplaces peers do this.

   Guide: Control Third-Party Scripts Before They Control Your Page

What hallmark.com already does well

Practices fewer than half of E-Commerce & Marketplaces peers use.

• Nameservers spread across providersNameservers spread across more than one operator.11% of peers
• HSTS kept for at least a yearHSTS with a 365-day max-age covering subdomains.32% of peers
• Reachable over IPv6IPv6 address published.40% of peers

What we saw

Homepage checked

https://www.hallmark.com/

Homepage response

HTTP 200

TLS

TLSv1.3, HTTP/2

Certificate

Let's Encrypt, 89-day validity, expiring 2027-01-18

CDN or edge

Cloudflare

DNS operators

2 self-run or other nameserver domains

HSTS

max-age 365 days, includeSubDomains

DMARC policy

p=none

Homepage HTML

1,009 KB, br

Images on homepage

63 (jpg 322, png 46, svg 14)

Limits: homepage only, one location, one moment. Header checks reflect the homepage response; other pages may differ.

Stack and providers

Seen in the homepage response, certificate and DNS. Provider pages compare how their customers configure the same checks.

All 31 checks

Select a gap for the method and fix. How each check works

Compare with other E-Commerce & Marketplaces sites

• futbolemotion.com75
• generation.com.pk75
• goldengoose.com75
• hollandandbarrett.nl75
• homycasa.pt75

E-Commerce & Marketplaces readiness benchmark