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