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.
£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
A structured system for Evidence-Driven Growth
EDGE provides a repeatable framework for identifying opportunities, deciding what matters, validating ideas and turning results into better future decisions.
Evidence
Understand what is actually happening and why.
Focus
Decide which problems and opportunities matter most.
Validation
Use research, testing and experimentation to determine what works.
Learning
Turn results into knowledge that improves the next decision.
This is not a collection of CRO hacks. It is a repeatable system for making better growth decisions.
What you’ll be able to do
By the end of the programme, you’ll have a practical framework for making better growth decisions and improving digital performance with more confidence.
Diagnose performance problems
Use quantitative and qualitative evidence to understand what is limiting growth.
Prioritise the right opportunities
Focus time and resources on the changes most likely to have an impact.
Develop stronger hypotheses
Turn observations and insights into clear, testable ideas.
Choose the right validation approach
Decide when to use experimentation, research, iteration or other forms of validation.
Build a repeatable optimisation process
Create a structured way to identify opportunities, test ideas, capture learning and improve future decisions.
What learners say
Master Evidence-Driven Growth / Convert course participant
“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
Previous CRO & experimentation course participant
“Outstanding course, everything is well explained. I highly recommend it.”
Andre Alves de Oliveira
Previous CRO & experimentation course participant
“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.
Evidence
Learn how to gather insight, measure performance and diagnose problems.
Validation
Plan, run and evaluate experiments with greater confidence.
Learning & Scaling
Turn results into repeatable learning and adapt your approach to different situations.
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 evidence-led decisions.
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.
- Complete self-paced programme
- Immediate access
- Knowledge checks
- Practical templates & resources
- Non-accredited certificate of completion
- 60-day money-back guarantee
Master Evidence-Driven Growth
Everything you need to build a more rigorous, evidence-led optimisation process.
£547
One-time payment · Instant access
£547 · 60-day money-back guarantee
Frequently asked questions
Who is this programme for?
Master Evidence-Driven Growth is designed for marketers, CRO and experimentation practitioners, founders, product and UX professionals, and agency teams who want a more structured, evidence-led approach to improving performance.
Do I need previous CRO or experimentation experience?
No. The programme starts with the foundations and builds towards more advanced experimentation and optimisation concepts.
How is the programme delivered?
The training is self-paced and delivered online through video lessons, practical resources and knowledge checks.
How long do I have access?
You will have lifetime access to the training.
Is the certificate accredited?
No. You will receive a non-accredited certificate of completion confirming that you have completed the training programme.
What happens if the programme isn’t right for me?
You are covered by a 60-day money-back guarantee.
How do I access the training after purchase?
After purchase, you’ll receive an email with instructions for accessing the training platform.