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Rhett Norton

Rhett is the creator of TestingTheory.com. He has a passion for helping companies take the best approach to digital optimization and personalization.

Rhett was a consultant at Adobe/Omniture, where he consulted for hundreds of companies and led the Target consulting team, growing their testing and targeting practice.

He has consulted for and trained other consulting agencies, including Accenture, RazorFish, and Deloitte. He has personally run thousands of tests across every major industry for the biggest and best online companies.

6 Proven Cairns on the Path to Personalization (and 5 Pitfalls to Avoid)

A few months ago, I took my family to Dinosaur National Monument in Utah. We saw some pretty cool fossilized dinosaur bones as well as ancient petroglyphs and pictographs. There was, however, one stop that disappointed us.

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Existence Testing: Which Site Elements Are Useless?

Over half of your site elements don’t affect conversion rate the way you think they do. How to find out which elements help and which hurt your conversion rate? The solution is existence testing.

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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.