Tree testing tools: Free & paid options compared

Tree testing is a method of information architecture testing that validates navigation by showing users a text-only hierarchy and asking them to find specific items. Without visual design or navigation bars, users complete tasks like “Where would you find your account settings?” Observing their paths reveals if the structure works or needs improvement.

Conducted before design work, tree testing isolates the hierarchy from interface elements, helping identify issues early. For example, Notion used tree testing to find users expected “Templates” under “New,” prompting a structure fix before redesign.

While possible with spreadsheets, dedicated tree testing tools simplify the process by managing participants, randomizing tasks, tracking timing, and visualizing navigation errors.

Benefits of tree testing

Tree testing delivers a range of benefits that make it a must-have in any UX research toolkit. By stripping away visual design and focusing solely on the site’s structure, tree testing allows researchers to observe real user behavior as participants navigate a text-only hierarchy. This approach quickly reveals where users struggle to find information, highlighting problem areas in your navigation before they become costly issues post-launch.

One of the biggest advantages of tree testing is its ability to provide valuable insights into how users naturally group and search for content. Instead of relying on assumptions, you get actionable data on how users navigate your site’s information architecture. This leads to improved findability, faster iteration cycles, and ultimately, a more user-friendly experience.

Tree testing also makes UX research more cost-effective. By identifying navigation issues early, teams can avoid expensive redesigns and reduce the risk of user frustration. The quantitative data collected—such as task success rates and user paths, replaces guesswork with evidence, empowering teams to make informed decisions. In short, tree testing helps you build a navigation structure that works for your users, not just your team, resulting in higher user satisfaction and a more intuitive website.

How to conduct tree testing

Running a successful tree testing study involves key steps to gather meaningful insights about your website’s information architecture. First, define clear, goal-oriented tasks reflecting common user needs, such as “You want to update your billing information. Where would you go?” These tasks should be specific and mirror real user goals.

Next, create a tree structure representing your site’s navigation, either manually or by importing from a CSV file. Recruit participants to complete the tasks by navigating the tree; the tool records their paths, time taken, and task completion.

After the study, analyze task success rates, user paths, and points where users struggled. Use follow-up questions for qualitative feedback to understand user choices and confusion. For comprehensive insights, combine tree testing with other UX research methods like card sorting and usability testing to design a navigation structure aligned with user goals and a seamless experience.

What to look for in tree testing tools

Before comparing specific tools, understand what features matter. Identifying key criteria, such as ease of use, flexibility, and integration options, is essential when evaluating tree testing tools to ensure they meet your team's unique needs.

Essential features to look for in tree testing tools:

• Tree builder: Look for a user-friendly interface that allows you to easily create, edit, and manage your tree structure. The ability to import from csv files and support for importing existing structures can significantly speed up test setup and help validate your current information architecture.

• Task management: Assign tasks to participants and track their progress.

• Analytics and reporting: Access clear, actionable insights from participant paths and success rates.

• Participant recruitment: Built-in options or integrations to recruit the right users for your study.

• Collaboration: Share results and collaborate with team members.

Essential features

Tree builder: Easy way to create and edit your hierarchy. Drag-and-drop beats typing out every level.

Task management: Define tasks participants will attempt. Good tools let you specify correct answers and acceptable alternatives.

Data collection: Automatic tracking of paths taken, success rates, and time spent.

Reporting: Clear visualization of results showing where users succeeded and struggled.

Participant management: Send links, track completion, and manage participants without manual spreadsheets.

Nice-to-have features

Remote testing: Unmoderated testing where participants complete tasks on their own time.

Moderated support: Tools for watching participants in real-time sessions.

Reverse tree testing: Having users suggest where items should go rather than just finding them. Learn more about how to recruit participants for user research to improve your studies.

Benchmarking: Compare results to industry standards or past tests.

Integrations: Connect with other research tools or survey platforms.

Budget considerations

Free tools: Good for occasional tests or small teams. Often limited participants per test or monthly test limits.

Mid-tier paid ($50-200/month): Suitable for regular testing with reasonable participant volumes.

Enterprise ($300+/month): Unlimited testing, advanced features, and support for large research teams.

Free tree testing tools

Start here if budget is tight or you’re testing occasionally. This section compares the best tree testing tools and top tree testing tools available for free or at a low cost, helping you identify the best tree testing options for your specific needs. These tools are part of a broader suite of ux research tools designed to improve website usability, information architecture, and navigation structure.

Optimal workshop (free trial)

Optimal Workshop offers a 14-day free trial of their full platform including tree testing (Treejack).

What you get:

• Full Treejack functionality

• Up to 50 participants per test

• All analysis features

• Export capabilities

Limitations:

• Only 14 days

• Can't run multiple tests simultaneously in trial

• Data deleted after trial unless you upgrade

Best for: Teams wanting to try tree testing before committing, or one-off tests during trial period.

Figma used Optimal Workshop's trial to test their plugin navigation structure before committing to a subscription.

Pricing after trial: Starts at $166/month (billed annually) for 3 team members and 50 responses per study.

Maze (free plan)

Maze offers a free plan including tree testing capabilities.

What you get:

• 1 live project at a time

• Up to 100 participants per month

• Basic tree testing features

• Limited reporting and exports

Limitations:

• Can't have multiple live tests running

• 100 participant limit total per month, not per test

• Maze branding on tests

• No team collaboration features

Best for: Solo researchers or small teams doing occasional tree tests.

Pricing for more: Starts at $75/month for unlimited live projects and 500 participants monthly.

UsabilityHub (free credits)

UsabilityHub provides free credits for new accounts to try their tree testing feature.

What you get:

• $10-20 in free credits (changes periodically)

• Access to their panel or bring your own participants

• Basic tree testing functionality

• Results visualization

Limitations:

• Credits run out quickly (2-3 participants if using their panel)

• Limited to what free credits cover

• Need to pay for more testing

Best for: Quick tests with very small samples to validate concepts.

Pricing: Pay-as-you-go ($1 per response with your participants) or subscription starting at $89/month.

DIY approach with spreadsheets

You can technically do tree testing without specialized tools using spreadsheets, forms, and manual analysis.

How it works:

1. Create your tree structure in a document or organize it using csv files for easier management

2. Use Google Forms or similar to present tasks

3. Manually track participant responses, optionally exporting or importing data as csv files

4. Analyze paths in spreadsheets, and remember to combine data from different sources for deeper insights into user behavior

Pros:

• Completely free

• Full control over setup

• Works when budgets are zero

Cons:

• Extremely time-consuming

• Error-prone manual tracking

• No automatic visualization

• Hard to scale beyond 5-10 participants

Linear’s research team used this approach for their first tree test before they had research tool budgets. It worked but took 3x longer than using proper tools.

Paid tree testing tools

When you’re testing regularly or need more sophisticated features, paid tools are worth it. These platforms provide actionable insights and in-depth analysis that help you identify navigation issues and optimize your site structure, making it easier to improve your website’s organization and user experience.

Optimal Workshop Treejack

The industry standard for tree testing and a leading tool for information architecture testing. Most mature and full-featured option.

Key features:

• Robust tree builder with import/export

• Task randomization and branching

• Detailed path analysis showing exact routes users took

• Directness scores (how directly users found targets)

• First-click analysis

• Comparison between tests

• Participant recruitment through user panel or your own

Strengths:

• Most comprehensive analysis features

• Extensive documentation and resources

• Reliable and stable

• Integration with other Optimal Workshop tools (card sorting, first-click testing)

• Ability to recruit a large pool of test participants

Weaknesses:

• More expensive than alternatives

• Interface feels dated compared to newer tools

• Steeper learning curve

Best for: Research teams doing regular IA testing who need detailed analysis, reliable results, and access to diverse test participants.

Airbnb uses Treejack for navigation testing before major redesigns. The detailed path analysis helps them understand exactly where users get confused.

Pricing: $166/month (billed annually) for Starter plan. Professional at $266/month. Enterprise custom pricing.

Maze

Modern, user-friendly tool with tree testing as one of many research methods.

Key features:

• Clean, intuitive interface

• Tree testing integrated with other methods (usability testing, unmoderated usability tests, surveys)

• Real-time results dashboard

• Good mobile experience for participants

• Integrates with Figma, Adobe XD

• Automated insights and recommendations

Strengths:

• Easy to learn and use

• User-friendly interface

• Beautiful reporting

• All-in-one research platform

• Generous participant limits

• Good for remote unmoderated testing

Weaknesses:

• Less detailed analysis than Treejack

• Fewer tree-specific features

• Focus on speed over depth

Best for: Product teams wanting one tool for multiple research methods, prioritizing ease of use over deep analysis.

Notion uses Maze for quick tree tests alongside prototype testing, including the ability to test the actual interface, keeping all research in one platform.

Pricing: Free plan available. Paid plans start at $75/month for 500 participants, $350/month for unlimited.

UsabilityHub

Simple, straightforward tree testing with pay-as-you-go option.

Key features:

• Quick setup

• Pay per response or subscription

• Optional participant recruitment

• Access to a user panel for recruiting test participants

• Basic but clear reporting

• Multiple test types in one platform

Strengths:

For more information about the strengths and features of the platform, please refer to the CleverX FAQs.

• Flexible pricing (pay-as-you-go available)

• Fast to set up and run

• Good for ad-hoc testing

• Access to participant panel for easy recruitment of test participants

Weaknesses:

• Analysis less sophisticated than Treejack

• Fewer visualization options

• Limited team collaboration features

• Fewer resources on survey design

Best for: Teams doing occasional tree tests who want pay-per-use flexibility and the ability to easily recruit test participants rather than monthly subscriptions.

Pricing: Pay-as-you-go ($1 per response with your participants, $10-15 per response using their panel) or subscription at $89/month for 100 responses, $200/month for 500 responses.

UserZoom

Enterprise-focused research platform including tree testing.

UserZoom supports the entire ux research process with a suite of ux research tools, including tree testing.

Key features:

• Tree testing as part of comprehensive suite

• Advanced filtering and segmentation

• Customizable branding

• Participant panel access

• Integration with other UserZoom features

• Dedicated support

Strengths:

• Enterprise-grade security and features

• Excellent support

• Comprehensive platform for all research types

• Large built-in panel

Weaknesses:

• Expensive

• Overkill for tree testing alone

• Longer learning curve

• Annual contracts required

Best for: Large enterprise research teams needing comprehensive research platforms with tree testing as one component.

Pricing: Custom enterprise pricing, typically $30,000+ annually.

Chalkmark (by Optimal Workshop)

First-click testing tool that can be adapted for simple tree testing.

Key features:

• Click-based testing on images

• Can simulate navigation by showing tree structure as image

• Task-based testing

• Click heatmaps

• Allows testing with visual design elements, unlike pure tree testing

Strengths:

• More visual than pure tree testing

• Good for testing visual designs and visual design elements

• Part of Optimal Workshop suite

Weaknesses:

• Not true tree testing, as it includes visual design elements that may influence results

• More setup work to create images

• Less detailed path analysis

Best for: Teams wanting something between tree testing and visual prototype testing.

Pricing: Included in Optimal Workshop plans starting at $166/month.

Lookback

User research platform with tree testing capabilities in moderated sessions.

Key features:

• Live moderated sessions

• Screen and audio recording

• Collaborative note-taking

• Can conduct tree testing during sessions

Strengths:

• Great for moderated research

• Rich qualitative data from watching users

• Good team collaboration

Weaknesses:

• Not designed specifically for tree testing

• Requires moderated sessions (slower)

• More expensive per test

Best for: Teams doing primarily moderated research who occasionally want to include tree testing.

Pricing: Starts at $300/month for 5 team members.

Choosing the right tool

Your choice depends on evaluating key criteria such as testing frequency, team size, and budget to ensure you select from the best tree testing tools available.

For small teams or occasional testing

Recommendation: Start with Maze free plan or Optimal Workshop trial.

If tree testing occasionally (quarterly or less), free options work fine. When you hit their limits, you're probably ready for a paid plan anyway.

Budget: $0-75/month

For regular tree testing (monthly)

Recommendation: Optimal Workshop Treejack if you need depth, Maze if you want ease of use.

At this frequency, investing in proper tools pays off through time savings and better insights.

Calendly uses Maze because they test multiple methods (tree testing, prototype testing, surveys) and prefer one platform over juggling multiple tools.

Budget: $150-300/month

For large teams or enterprise

Recommendation: Optimal Workshop Professional or UserZoom if you need comprehensive research platforms.

Enterprise features (SSO, custom contracts, dedicated support) matter at scale. The cost per test drops significantly when running dozens of tests monthly.

Budget: $300-1000+/month

For mixed moderated/unmoderated research

Recommendation: Lookback for moderated, Maze for unmoderated.

Some teams use different tools for different research types rather than forcing everything into one platform.

Linear uses Optimal Workshop for unmoderated tree tests but Lookback for moderated sessions when they want to probe users' thinking.

Tree testing in the design process

Tree testing plays a pivotal role in the design process, especially when shaping your website’s information architecture. By integrating tree testing early, designers and researchers can validate navigation structures before investing in visual design or development. This proactive approach ensures that the navigation structure aligns with user expectations and supports intuitive user flows.

Tree testing results provide concrete evidence about how users interact with your site’s hierarchy, revealing whether your labels, categories, and menu placements make sense to real users. These insights inform critical design decisions, allowing teams to iterate on the navigation structure and address issues before they become embedded in the final product. Whether you’re evaluating an existing site or testing new design concepts, tree testing helps you compare different structures and choose the one that best supports user behavior.

Incorporating tree testing alongside other UX research methods, such as usability testing and card sorting, creates a robust research process. While card sorting helps you understand how users expect information to be grouped, tree testing shows how well users can actually find and complete tasks within your proposed structure. This combination leads to a navigation system that is both logically organized and easy to use. Ultimately, tree testing ensures that your design process is grounded in real user feedback, resulting in a website that is efficient, effective, and enjoyable to navigate.

Tree testing best practices

Tools matter, but methodology matters more.

No matter which tree testing tools you choose, the methodology you use will determine the quality of your insights.

Task design:
It’s crucial to create tasks that reflect common user goals. Well-designed tasks simulate real user scenarios, guiding participants to navigate your website structure as they would in real life. This ensures your tree test uncovers usability issues that matter most to your users.

Participant selection:
Recruiting the right participants is essential. For reliable and statistically relevant results, consider how many participants you need, most experts recommend at least 30 to 50 participants for a typical tree test. This helps ensure your findings are trustworthy and actionable.

Analysis:
Tree testing is primarily a quantitative method, providing measurable data on navigation success and failure. However, interpreting the results can involve tree testing qualitative approaches, especially when analyzing patterns in participant behavior or identifying reasons behind navigation issues.

Design good tasks

Bad task: “Find account settings”
Good task: “You want to change your password. Where would you go?”

To get effective results from tree testing tools—a form of usability testing—it's essential to create tasks that reflect common user goals. Good tasks describe scenarios and goals, not just items to find. This approach reveals whether your labels match user intent.

Test with enough participants

How many participants: For tree testing, it is recommended to have 30-50 participants to achieve statistically relevant and trustworthy results.
Minimum: 15-20 participants for reliable findings
Recommended: 30-50 participants for confident results
Large-scale: 100+ when testing major navigation changes

More participants reveal edge cases and confirm patterns are real, not flukes.

Test before and after

Run tree tests before redesigning to identify problems, then again after to validate improvements.

Notion tested their sidebar structure before redesigning (62% success rate), redesigned based on findings, then tested again (84% success rate). The improvement confirmed their changes worked.

Combine with other methods

Tree testing validates structure but doesn’t explain why users choose paths. While tree testing is primarily a quantitative method, there are 'tree testing qualitative' aspects—such as interpreting user choices and understanding patterns, that can provide deeper insights when combined with other methods. Combine with: other methods user research

• Follow-up interviews asking why they chose certain paths

• Card sorting to understand mental models

• Usability testing with actual designs

Test alternative structures

Don't just test one structure. Create 2-3 variations and test which performs best.

Figma tested three different ways to organize their menu structure. Tree testing revealed clear winners before they invested in design work.

Common tree testing mistakes

Testing too early

Tree testing works best with reasonably stable IA. Testing when your structure is still changing daily wastes time.

Wait until you have a solid draft structure worth validating.

Testing too late

Don't wait until after design is complete. Tree testing's value is catching problems before visual design work.

Confusing labels

Using internal jargon or unclear labels in your tree makes testing unreliable. Use the actual labels users will see, as demonstrated by market research resources and CleverX.

Too many tasks

Testing 15 different tasks exhausts participants. Limit to 5-8 key tasks covering your most important use cases.

Not iterating

Tree testing once, getting mediocre results, and shipping anyway defeats the purpose. Iterate based on findings.

Getting started with tree testing

If you’ve never done tree testing:

Week 1: Pick a free tool (Maze or Optimal Workshop trial). Build a simple tree with your main navigation structure. This helps you validate your website structure and website's information architecture from the start.

Week 2: Create 3-5 tasks covering common user goals. When designing tasks, consider users' mental models to ensure tasks reflect how users naturally interpret and organize information. Test with 5 colleagues to debug issues.

Week 3: Recruit 20 real users and run the test.

Week 4: Analyze results, identify problem areas, and revise your structure.

Week 5: Re-test to validate improvements.

Webflow started exactly this way. They used Optimal Workshop’s trial for their first tree test, found major navigation problems, and bought a subscription because the value was obvious.

When tree testing isn't worth it

Tree testing isn’t always necessary:

Very simple structures: If you have 5 top-level items and shallow hierarchy, tree testing might be overkill. Users can probably figure it out.

Completely novel concepts: When creating new product categories users have no mental model for, tree testing won’t help much. You need exploratory research first.

Time-critical launches: If launching in a week, tree testing won’t happen in time. Use it for next iteration.

Obvious navigation or optimal site's performance: Sometimes the structure is so clearly correct, or your site's performance is already optimal, measured by key metrics like task success rates and navigation efficiency, that testing would just confirm the obvious.

The real value of tree testing tools

Free or paid, tree testing tools save time, catch expensive mistakes early, and provide user insights and actionable insights that help improve navigation.

A $150/month tool that prevents one major navigation redesign after launch pays for itself many times over. The cost isn’t the subscription, it’s shipping navigation users can’t figure out. By using tree testing tools, you can combine data from multiple tests for deeper analysis and a better understanding of user behavior.

Start with free tools to learn the method. Upgrade to paid when you’re testing regularly enough that the time savings and better features justify the cost.

Most research teams find that happens around their 3rd or 4th tree test. By then, they’ve proven the value and see spending on tools as investing in better products, not just research overhead.

Ready to act on your research goals?