The Silent Surfer: Experimentally manipulated live web content to study consumer behaviour

This article describes an A/B testing tool (i.e., Silent Surfer) that enables the use of live web content within experiments. Integrating e-mail, information pages, web experiment artefacts, and a concluding online survey into one seamless process reduces the time and costs required to conduct A/B testing, while leaving production environments un-touched.

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Year of publication:	2016
Authors:	Seiler, Roger ; Miesler, Linda ; Hari, Jürg
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 33.2016, 2, p. 54-61
Publisher:	St.Gallen : Thexis Verlag

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/275846 [Handle] RePEc:zbw:hsgmrs:275846 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014337331