Title: The silent surfer : experimentally manipulated live web content to study consumer behaviour
Authors : Seiler, Roger
Miesler, Linda
Hari, Jürg J.
Published in : Marketing Review St. Gallen
Volume(Issue) : 33
Issue : 2
Pages : 54
Pages to: 61
Publisher / Ed. Institution : Thexis-Verlag
Issue Date: 2016
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
Subjects : Integrated; A/B testing; Online marketing; Web experiment
Subject (DDC) : 658.8: Marketing management
Abstract: 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.
Departement: School of Management and Law
Publication type: Article in scientific Journal
ISSN: 1865-6544
URI: https://digitalcollection.zhaw.ch/handle/11475/9623
Appears in Collections:Publikationen School of Management and Law

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