The whole point of running a tree test is to find out which parts of the tree work well and (more urgently) which parts don’t, for the most common and critical activities that our users do on the site.
We largely determine this by:
examining the results of individual tasks
looking for patterns among tasks
~~comparing tasks between different trees we're testing
Task success rate
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The most important metric for a task
Where they went
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Inspecting high- and low-success tasks
What they clicked first
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Did participants agree on where to start, or did they scatter?
Directness – where they backtracked
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Directness scoring, backing up from incorrect vs. correct paths
Task speed - where they slowed down
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Task times vs. click times, and why they took longer
Where they gave up
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Looking for patterns in skipped tasks
Confidence
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Were they sure of their answer, or doubtful?
Dealing with outliers
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When to ignore strange results from a few participants
Finding patterns among tasks
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The most common patterns to look for
Next: Analyzing by branches