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Craig Sullivan

Craig Sullivan is a User Experience champion with a wealth of experience gained working with high street retailers and leading brands. His skills base includes UX, Usability testing, User Centred Design, online marketing, customer insight, web analytics and multi-variate testing.

Why A/A Testing is a Waste of Time

The title may seem a bit controversial, a fairly common question I get from large (and small) companies is—“Should I run A/A tests to check whether my experiment is working?”

The answer might surprise you.

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Unicorns and Optimizers

So what’s this all about? Unicorns, Useful Best Practices and Optimisation Experts — all rather rare and mystical beasts.

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What’s on my mind

Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

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