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

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  • Seiler, Roger
  • Miesler, Linda
  • Hari, Jürg

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.

Suggested Citation

  • Seiler, Roger & Miesler, Linda & Hari, Jürg, 2016. "The Silent Surfer: Experimentally manipulated live web content to study consumer behaviour," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(2), pages 54-61.
    • Handle: RePEc:zbw:hsgmrs:275846
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    References listed on IDEAS

    as
    1. John Horton & David Rand & Richard Zeckhauser, 2011. "The online laboratory: conducting experiments in a real labor market," Experimental Economics, Springer;Economic Science Association, vol. 14(3), pages 399-425, September.
    2. repec:feb:natura:0059 is not listed on IDEAS
    3. Davis, Donna F. & Golicic, Susan L. & Boerstler, Courtney N. & Choi, Sunny & Oh, Hanmo, 2013. "Does marketing research suffer from methods myopia?," Journal of Business Research, Elsevier, vol. 66(9), pages 1245-1250.
    4. Melissa Bateson & Daniel Nettle & Gilbert Roberts, 2006. "Cues of being watched enhance cooperation in a real-world setting," Natural Field Experiments 00214, The Field Experiments Website.
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