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| For most studies, you should offer an incentive. |
One of the strengths of tree testing is that you can evaluate your proposed site structure quickly, fix it, and test it again until you get it right.
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- State the terms and conditions of the draw
For more on T&Cs, see Writing supporting text in Chapter 8. - Collect contact information for draw entrants
You need to be able to contact the prize winner, so you’ll need some kind of contact information from each participant who wants to enter the draw.
If your study requires an email address or participant identifier for other reasons, then you may not need to do anything extra.
In most of our studies, however, we make anonymity the default. For participants who want to enter the draw, we ask for their email address (and promise that it won’t be used for anything else):
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- Pick the prize winner and notify them
Once the tree test is closed, you can download a list of the participants and pick a random winner. (We use a online random-number generator to do this.) You can then notify the lucky winner and arrange to get the prize to them. - Publicize the prize winner (for example, by including a picture and short blurb about them in your organization’s public blog), assuming this was stated as a condition of the draw. This highlights how you’re working to make things better for your customers, and provides a way to get participants for your next study.
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