Best Practices to Conduct a Sample Website Audit

Organisations have access to millions of data points of the consumer journey to use for providing a better user experience. With the high volume of incoming data, it is very easy to get lost in the chaos and make errors in data collection. It becomes important to monitor and govern tags (source of data) to ensure that data quality is maintained.

Data governance policies are set into place by organisations to monitor and govern data at frequent intervals to ensure that the right data is collected. It also involves monitoring tags which are placed on each webpage to capture consumer data.

Have you ever thought is it feasible to auditing every single page on a website all the time and able to see everything and fix everything as it occurs?  Mostly, organisations, do a comprehensive website audit, only to be lost in huge volume of data.

Comprehensive audits bring lot of concerns even when process is automated. Comprehensive audits take a lot of time to be completed and processed. With so much data, analysis of unstructured data becomes a headache and is inefficient use of human resources and their time. Also, when websites change so quickly, doing a comprehensive website audit can become obsolete and irrelevant very soon.

There’s an easier way to break down the large volume of data into consumable datasets to be analysed. Sample website audit is the answer to identify important issues related to data with efficient use of time and effort. Let’s understand how we can conduct a sample website audit.

A sample website audit involves conducting section-specific audits and finding specific issues in that section. A sample website audit is extremely effective in keeping you updated about each portion of the website. It quickly helps you identify systematic issues on your website. Sample audits make the process of data governance extremely quick and effective and lets you focus on sections that require the maximum attention.

The only thing that can go wrong with sample audits is the error of sampling. Sampling error means that the sample that you analyse is not representative of the whole population. You can also feel the same that you are missing out on solving an issue because the sample size of your audit might not be representative of the comprehensive data.

To ensure that this does not affect data governance, few best practices for conducting a sample website audit should be followed. These best practices will help in determining the optimal size of a website audit.

3 Sample Audit Best Practices 

  • Start with your goal to conduct a sample audit

It is extremely important that there is a set goal in terms of business requirements which set the scope of the website audit. The goal should pertain to the portions of the website you decide to conduct a sample audit. If your auditing priorities are clear, then it will help you in attaining consumable datasets for targeted analysis.

For example – your goal can be to know whether the tracking code for your marketing campaign has been implemented across all your product pages. In this case, you will audit only your product pages and will be able to identify any missing/duplicate codes that might be adversely affecting your campaign

  • Form and figure out the size of your sample website audit

It is important that the size of your sample website audit is not too overwhelming or too small. If it inclines towards a comprehensive audit, it will become bulky and inefficient. If the size of the website audit is too small, a sampling error will occur and you will miss out on important issues.

The upper cap of number of pages to be audited is suggested to be 10,000. You might be tempted to go overboard if you have a website with say 500,000 pages. But this will lead you to get lost in the data and get completely confused.

You can start with a sample size of say, 100 or 500 pages, as the size of your sample audit depending on the section of the website and the goal of your audit.

  • Do not audit the same set of pages every time

It is important that you keep changing the set of pages for each section every time you conduct a sample audit. It will help you comprehensively cover the section. It will also ensure that you do not miss out any critical issues that exist in the particular portion of the website.

Sample website audit with an optimal audit size will help you ease into the data governance process and help you with targeted data analysis. In turn, the data quality will be maintained and will further improve. This is because all the critical issues related to tags will be taken care of and will be fixed at the right time. Accurate data collection will increase data credibility and help you make improved data driven decisions.

Falcon’s website audit tool will help you conduct sample website audits, allowing you to audit certain sections of your website in a matter of a few minutes. You can also schedule frequent sample audits with our ‘Scheduled Scan’ feature to not miss out on any critical issues. Falcon makes your data governance process agile and efficient and helps you save on time and resources that are spent on comprehensive heavy-duty website audits.


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