General

Make it a “conversation” with a virtual salesperson. It is an interview with the person shopping for an item. Keep the language helpful, simple, and informal.
Avoid “yes/no” questions! Check out this Worst Fruit Decider which demonstrates how this binary style results in little value. Also note the unhelpful breadcrumb trail that says “yes, no, yes.”
Write an open-ended question. For example, “In which room will you place the TV?” or “Who is this Halloween costume for?” OR
Write the beginning of a statement that will be “finished” by the answer button. For example, “This gift is for a …” using 1 space after the last word followed by 3 ellipsis. See the blog posting, “Which decision tree format is easier for humans?” for more detail.
Focus on what the CUSTOMER wants to DO rather than product attributes. For instance, this Bad Fruit Selection Decider asks questions about size and shape. Who picks fruit for this reason? In contrast, this Better Fruit Selection Decider asks questions about usage scenarios.
Create Deciders for products that aren’t well-known to customers. For instance, this Best Apple Selection Decider helps customers choose the right apple among many obscure types of apples and it is based on goals.

Examples

Use no more than 100 characters on the welcome page. Describe the benefit of using the tool. You can optionally skip this page if you think shoppers don’t need an orientation about the purpose of of the tool.
Use no more than 5 answer button pages per question. See the blog posting, How long should a list be? for more detail.
Use no more than 100 characters per question.
Use caps only for first letter on first word unless a proper name or abbreviation is included.
Use no more than 20 characters per answer button. Remember that this tool needs to work on a smartphone.
Capitalize the first letter of each significant word on an answer button as you would for a book title. For example, “Girls with Big Hair” or “Get Well”.