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

Roger Seiler, Linda Miesler and Jürg Hari

Marketing Review St.Gallen, 2016, vol. 33, issue 2, 54-61

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.

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:275846

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