Andy McKenna helps marketers turn evidence into growth.

I’m a conversion optimisation and experimentation consultant, educator and founder of Acquitain Digital. I’ve spent 20+ years helping organisations use data, customer insight and experimentation to make better growth decisions.

I’ve taught CRO and experimentation skills to 1,400+ students, including through training published by Packt and O’Reilly, and mentored practitioners who have gone on to lead CRO programmes and build experimentation capabilities.

My approach makes growth more systematic: using evidence to identify opportunities, prioritising what matters, validating ideas through experimentation, and turning learning into better decisions.

I created the EDGE framework to bring these principles together into a practical, repeatable approach to evidence-driven growth.