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The Silent Surfer

; ; (). The Silent Surfer: Experimentally manipulated live web content to study consumer behaviour. Marketing Review St. Gallen, 2. 54-61. Peer reviewed.

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