Mastering Digital Change: The Power of Analytics and Optimization - with Andy McKenna

Ecommerce Optimizers

In this episode of the Ecommerce Optimizers Show, host Scott Reid welcomes Andy McKenna, a seasoned digital marketing professional and CRO expert, to discuss the transformative power of analytics and user-focused design in Ecommerce. Originally from Tunbridge Wells, UK, Andy shares his journey from a banking career to becoming a leader in digital marketing, emphasizing the critical role of analytics dashboards that initially connected him with Scott via LinkedIn. Throughout the conversation, Andy delves into the pivotal moments of his career, including his significant experiences living and working in Sydney, Australia, and his strategic shift towards conversion rate optimization upon his return to the UK.

Andy also explores the challenges and solutions he encountered while spearheading digital transformation projects, specifically the adoption of a data-driven approach in corporate environments traditionally dominated by "highest paid person's opinion" (HiPPO) decision-making. Andy aims to democratize CRO knowledge by highlighting his development of a comprehensive CRO course during the pandemic, making it accessible to digital marketers regardless of their background. This episode offers valuable insights into the evolution of Ecommerce optimization strategies and the importance of aligning digital initiatives with user research and data analytics to drive business success.

ABOUT ANDY McKENNA

Andy McKenna is co-founder of Acquitain, a digital marketing consultancy dedicated to helping businesses grow their profits online.

He is an experienced digital marketing and optimisation specialist, with over 20 years’ experience helping businesses in the UK, US and Australia with conversion rate optimisation, UX and robust test and learn strategies, including A/B testing, multivariate testing and personalisation.

Andy's LinkedIn profile: https://www.linkedin.com/in/andy-mckenna-267b843/

Acquitain: https://acquitain.com/

Andy's CRO Course: https://acquitain.com/cro-course/

EPISODE SPONSOR:

This episode is brought to you by Ecommerce Optimizers.

We specialize in helping Ecommerce brands in one focused area: and that’s making your website easier to use so that more of your visitors buy from you.

An easy-to-use website delivers a highly intuitive, straightforward, and smooth experience throughout the customer journey - making it much easier and more enjoyable to do business with you. This translates into a wide variety of business-building benefits, including increased revenue, higher profits, and happier, loyal customers who buy from you time and time again.

If you’d like to learn more about how we make Ecommerce sites easier to use and how our services might benefit your business, head on over to our website at EcommerceOptimizers.com and check out all the details.