If you’re running more than one test, and need to split participants between them, you can provide mutually exclusive links or use code.
When timing your launch, consider your audience’s availability.
Monitor your study every few days to see if there are any obvious problems, such as low or unbalanced response rates, lower- or higher-than-expected success rates, or high drop-out rates.
Keep your stakeholders updated on the progress of the study, particularly if there are problems that they can help fix.
If you encounter low scores that you can’t explain, consider running a few in-person tree tests so you can probe the participants’ behaviour and thinking.
Once you close your test, don’t forget the housekeeping (taking down web ads, doing the prize draw, and so on).
Next: Chapter 12 - Analyzing results