The silent surfer : experimentally manipulated live web content to study consumer behaviour

Seiler, Roger; Miesler, Linda; Hari, Jürg J.

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
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
Page(s):	54
Pages to:	61
Issue Date:	2016
Publisher / Ed. Institution:	Thexis Verlag
ISSN:	1865-6544 1865-7516
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.
URI:	https://digitalcollection.zhaw.ch/handle/11475/9623
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Appears in collections:	Publikationen School of Management and Law

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Seiler, R., Miesler, L., & Hari, J. J. (2016). The silent surfer : experimentally manipulated live web content to study consumer behaviour. Marketing Review St. Gallen, 33(2), 54–61.

Seiler, R., Miesler, L. and Hari, J.J. (2016) ‘The silent surfer : experimentally manipulated live web content to study consumer behaviour’, Marketing Review St. Gallen, 33(2), pp. 54–61.

R. Seiler, L. Miesler, and J. J. Hari, “The silent surfer : experimentally manipulated live web content to study consumer behaviour,” Marketing Review St. Gallen, vol. 33, no. 2, pp. 54–61, 2016.

SEILER, Roger, Linda MIESLER und Jürg J. HARI, 2016. The silent surfer : experimentally manipulated live web content to study consumer behaviour. Marketing Review St. Gallen. 2016. Bd. 33, Nr. 2, S. 54–61

Seiler, Roger, Linda Miesler, and Jürg J. Hari. 2016. “The Silent Surfer : Experimentally Manipulated Live Web Content to Study Consumer Behaviour.” Marketing Review St. Gallen 33 (2): 54–61.

Seiler, Roger, et al. “The Silent Surfer : Experimentally Manipulated Live Web Content to Study Consumer Behaviour.” Marketing Review St. Gallen, vol. 33, no. 2, 2016, pp. 54–61.