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We recommend keeping the total number of questions to 5 or less. Because we usually ask some data-filtering questions to help our analysis, this leaves us room to ask 2-3 general research questions at most.
- pic of sample questions
If you find yourself with 5 or 10 (or more) questions that you really want answers to, consider creating a proper online survey to run separately from your tree test. You will be happier with the features offered by a full-on survey tool, and your participants will not feel like they’ve been tricked into doing more work than they signed up for.
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- We make the email address optional.
If they don’t want to give it, that’s fine, but we still want their test results. - We promise not to spam them.
We assure them that we will not spam them (by using their email for other purposes like advertising) or share their address with other organizations.
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Your email address (optional - only used for the prize draw, or if you asked to be notified about future research. No spam!)
- identification - anonymous, email, identifier
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One way to get part of that benefit is to give participants a an optional “comments” field where they can give feedback, ask questions, offer suggestions, and so on. It’s pretty much guaranteed that you’ll get a few snarky comments, but you’re also likely to get a few gems that give you additional insight into how your users think.
- pic of sample question
If you want to extend the conversation, you can also can ask participants if it’s OK to contact them to follow up on their test results and comments. We’ve got some of our most useful insights from talking to participants who were very critical in their feedback during the test; these are users who are typically very invested in the product/website you’re testing, and they’re pleasantly surprised to be contacted by a real person who wants to hear more about their needs and issues.
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We often finish our survey questions with an invitation to do future studies about this product/website. It usually looks like this:
To improve the Acme website, we're doing more studies like this over the next few months. Would you like to be notified to help us out?
A In our experience, a lot of people are willing; we typically get a “yes” response rate of 40-60%.
Note that you’ll need contact info for these people (usually an email address), so you can notify them when your next study is open for business. If we already asked them for an email address for a prize draw, we just use that instead of asking for it again.
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