Once all the pieces are in place, we just need to kick it all into gear, so to speak.

A launch checklist

We typically use a procedure like this to launch a tree test:

1. Launch the test(s) in the online testing tool.

2. Put the real test addresses (URLs) into the invitations (web, email, etc.).

3. Post any web pages needed (explanation pages, terms and conditions, etc.).

4. Send invitations (email, social media, etc.).

5. Notify support channels that the study is now running, with an estimated duration.

Timing the launch

Does it matter which day of the week (or month) we launch? Are Mondays better than Fridays, for example?

For studies with the general public, timing is not usually an issue. People visit websites and read their email and social-media feeds throughout the week, so any day is OK to launch a study.

If we’re targeting business people, then early in the week is usually better than later, because fewer people will visit business-user sites or read business email over a weekend.

The main thing to watch for is periods where the target audience is especially likely (or unlikely) to respond to an invitation. For example, don’t count on getting many farmers to participate during harvest, or university faculty during winter break.

It’s also a good idea to launch when we have time to deal with any problems that may crop up. Tree tests aren’t usually prone to operational problems, but it's best to be available anyway.

Next: Monitoring the test's progress