Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/275846 
Year of Publication: 
2016
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 33 [Issue:] 2 [Year:] 2016 [Pages:] 54-61
Publisher: 
Thexis Verlag, St.Gallen
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.
Document Type: 
Article

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