MASTER EVIDENCE-DRIVEN GROWTH
Scale your business with CRO and experimentation
Learn a repeatable system for finding growth opportunities, prioritising what matters and validating changes with evidence - instead of relying on guesswork.
$597 / £547 • Self-paced video training • 60-day money-back guarantee
Better growth starts with better decisions
There’s no shortage of ideas for improving digital performance.
The difficult part is knowing which problems are worth solving, what to prioritise, and whether the changes you make are actually working.
You might recognise these scenarios:
You have plenty of data, but struggle to turn it into clear actions
Ideas get prioritised because they sound good rather than because the evidence supports them
A/B tests are launched without a strong problem or hypothesis behind them
Master Evidence-Driven Growth gives you a structured way to move from evidence to action — and from action to learning.
A structured system for Evidence-Driven Growth
EDGE gives you a repeatable way to make better growth decisions:
Validation
Use research, experimentation and testing to determine what works.
Learning
Turn results into knowledge that improves the next decision.
Evidence
Understand what is actually happening and why.
Focus
Decide which problems and opportunities matter most.
The course shows you how to apply this approach across conversion optimisation, customer research, measurement, experimentation and continuous improvement.
A structured system for Evidence-Driven Growth
EDGE gives you a repeatable way to make better growth decisions:
Evidence
Understand what is actually happening and why.
Focus
Decide which problems and opportunities matter most.
Validation
Use research, experimentation and testing to determine what works.
Learning
Turn results into knowledge that improves the next decision.
The course shows you how to apply this approach across conversion optimisation, customer research, measurement, experimentation and continuous improvement.
What you'll be able to do
By the end of the programme, you’ll know how to:
Diagnose performance problems
Use quantitative and qualitative evidence to understand what is limiting growth.
Prioritise the right opportunities
Focus time and resources on changes with the strongest evidence and potential impact.
Develop stronger hypotheses
Turn observations and insights into clear, testable ideas.
Choose the right validation approach
Know when to use A/B testing, research, analysis or other forms of validation.
Build a repeatable optimisation process
Create the documentation, governance and learning loops needed to improve continuously.
What learners say
“One of the things I appreciated most about the course was the balance of the content. Many experimentation courses spend a lot of time on statistical concepts while giving much less attention to the earlier stages of the process, but I felt this course covered those areas very well. I particularly liked the structure, the pacing of the modules, and the practical frameworks throughout.”
— Sara Stacchiotti, Experimentation & CRO Practitioner
"Outstanding course, everything is well explained. I highly recommend it."
— Andre Alves de Oliveira
"It gives a very great overall view on prober and scientific split testing. Everything is quite easy to understand the way he explains it. Feel 100% smarter about this topic after this course. Highly recommend it!"
— Jonas Käppeler, Uplifts GmbH
THE CURRICULUM
What's inside the course
A practical path through evidence-driven growth, CRO and experimentation.
Foundations
Build a strong base in conversion rate optimisation and how to apply it.
Welcome to the course
Introduction to CRO
The optimisation process
Evidence
Build a strong base in conversion rate optimisation and how to apply it.
Measuring success
Insight gathering
Problem diagnosis
Validation
Build a strong base in conversion rate optimisation and how to apply it.
Testing & iteration
Before testing
During testing
After testing
Learning & Scaling
Build a strong base in conversion rate optimisation and how to apply it.
Personalisation
Low-traffic CRO
Documenting your programme
Beyond individual web pages
THE CURRICULUM
What's inside the course
A practical path through evidence-driven growth, CRO and experimentation.
Foundations
Build a strong base in conversion rate optimisation and how to apply it.
Welcome to the course
Introduction to CRO
The optimisation process
Evidence
Build a strong base in conversion rate optimisation and how to apply it.
Measuring success
Insight gathering
Problem diagnosis
Validation
Build a strong base in conversion rate optimisation and how to apply it.
Testing & iteration
Before testing
During testing
After testing
Learning & Scaling
Build a strong base in conversion rate optimisation and how to apply it.
Personalisation
Low-traffic CRO
Documenting your programme
Introduction to personalisation
Practical resources included
Use practical tools to apply the methodology to your own business or client work.
Templates & worksheets
Ready-to-use resources for research, prioritisation, hypothesis development and experiment planning.
Testing checklists
Practical before, during and after-test checklists to help you run experiments more confidently.
Measurement resources
Frameworks for defining goals, KPIs and success metrics that actually support better decisions.
Knowledge checks
Short exercises throughout the programme to reinforce key concepts and help you apply what you’ve learned.
Practical resources included
Use practical tools to apply the methodology to your own business or client work.
Templates & worksheets
Ready-to-use resources for research, prioritisation, hypothesis development and experiment planning.
Testing checklists
Practical before, during and after-test checklists to help you run experiments more confidently.
Measurement resources
Frameworks for defining goals, KPIs and success metrics that actually support better decisions.
Knowledge checks
Short exercises throughout the programme to reinforce key concepts and help you apply what you’ve learned.
Who this is for
The training is built for people responsible for growth who want a more rigorous, evidence-led way to improve performance.
Growth & marketing professionals
Build a more structured optimisation process and make better decisions from the data you already have.
CRO & experimentation practitioners
Strengthen your methodology, hypotheses and experimentation process.
Founders & business leaders
Use better evidence to decide where to focus and what to invest in.
UX, product & agency professionals
Apply a more systematic approach to improving customer experience and performance.
Your instructor
Andy McKenna
Andy is a CRO and experimentation specialist with extensive experience helping organisations achieve digital growth through structured, evidence-driven optimisation.
He has worked across financial services, ecommerce and SaaS with organisations including M&G, Direct Line Group and global enterprise brands, and his training has been published by Packt and O’Reilly Media.
Master Evidence-Driven Growth brings that experience together into a practical system for identifying opportunities, prioritising what matters and running experiments that lead to better decisions.
Master Evidence-Driven Growth
$597 / £547
One-time payment · Instant access
Complete self-paced programme
Immediate access
Knowledge checks
Practical templates & resources
Certificate of completion
60-day money-back guarantee
Frequently Asked Questions
Yes, you'll earn a certificate of completion that will be sent to you.
Not at this point. However, if I find there is a good demand for this I will look to offer a payment plan in the future.
The course duration is just under 5 hours.
I offer a full, no questions asked, money back guarantee if you're not fully satisfied with the course. Just let me know within 60 days of enrolling in the course, and not only will I refund all of your money - I'll also let you keep the course and all of the bonuses too.
Yes, please see the Bonuses section below for a list of all the complimentary materials I offer as part of the course.
No, just a device that has access to the internet. You can access the course on a desktop or laptop computer, a tablet or a mobile phone.
© Copyright Acquitain 2026
$597 / £547
Master Evidence-Driven Growth · $597 / £547