Web questionnaires often include so-called matrix or grid questions that resemble a table with questions in rows and response options in columns. Finding the right answer in such a grid can be difficult, especially when the grids are long or other­wise complicated. This could result in higher item nonresponse, stereotypical re­sponding, and break-offs.

Traditionally, researchers use static elements of visual design to help respon­dents navigating through the questionnaire. In this experiment, we test whether a dynamic element of visual design - changing the appearance of items after they are answered - could help the respondents navigate the grid and thus improve data quality. In several grid questions with in a Web survey, either the font or the background of each item in a grid was changed to light grey immediately after it was answered.

When compared to the control group with out any change, these conditions had lower item nonresponse, somewhat higher differentiation of answers, and some­what lower dropout rates. The effects were similar for long and short lists, as well as for both standard and inversed grids. Using change might be a promising way to make the respondents task lighter and to improve data quality.