|Title:||The silent surfer : experimentally manipulated live web content to study consumer behaviour|
|Authors :||Seiler, Roger|
Hari, Jürg J.
|Published in :||Marketing Review St. Gallen|
|Publisher / Ed. Institution :||Thexis-Verlag|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Peer review (Publication)|
|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|
|Appears in Collections:||Publikationen School of Management and Law|
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