Reducing customer acquisition costs.
Improving conversion rates.
Growing customer life time value.

Sharing 20+ years of expertise building and growing ecommerce brands

Ecommerce Consultant UK : Email, CRO & SEO

“14 Conversion Experts You Should Be Following”

“32 CRO Influencers That Rule Optimization”

“One of the world’s Top 25 Most Influential Conversion Rate Experts”
PPC Hero

“45 best CRO Experts to Skyrocket your website conversion”

ecommerce. optimised.

It's my job to advise upon and action the advanced customer acquisition & retention strategies and optimisation processes that deliver profitable sales growth for your store.

Bring 22 years of ecommerce growth expertise & insight to your business. I partner with senior management & in-house teams to help create, optimise and deliver your customers a better shopping experience - before and after the sale.



ecommerce consultant

"When growth came the results were much greater than they would otherwise have been. I highly recommend working with Ian."
Neil McLaren - Founder at


My role is to build and action the advanced optimisation strategies that drive growth for your ecommerce brand each step of your customer's journey.

We're using data, marketing technology and the human touch to target new customers through Google and Facebook, create personalised onboarding sequences that inspire people to shop & craft post-purchase communications that motivate more of your existing customers to shop again.


  • Ecommerce Platform & Technology Review

    to ensure the necessary platform, tools and data are in place, tracking and functioning correctly

  • Ecommerce Business Model

    reviewing market opportunity, price modelling, delivery and clarifying value proposition

  • Organic Traffic & Advanced Paid Ads

    Reviewing traffic growth strategy, attribution and profitability across organic and paid media

  • Data Insight

    using Google Analytics, customer insight and lifetime value modelling to discover purchase road-blocks and growth opportunities


  • Increasing AOV

    product & category focus pre-purchase up-sell of relevant low-cost items to increase average order value

  • List Growth

    optimisation across copy, imagery, timing and source to help increase % of non-buying customers that register for email updates

  • Conversational Marketing & Welcome Sequences

    optimisation of personalised email & messenger marketing based upon browser behaviour

  • Cart Recovery

    running an optimisation programme across all abandoned carts based upon cart value and customer (new vs returning) to boost cart recovery


  • Driving profitability

    using data to inform business decisions regarding budgeting, profit modelling and future proofing business

  • Customer-centred Growth

    Delivering a true customer-centric approach to pre and post-purchase communications and customer responsiveness

  • Customer Lifetime Value

    driving profitable growth through post-purchase customer engagement, referrals and repeat business strategy

  • Advanced Email Marketing

    Using data and customer insight to build behaviour-led customer segments and messaging to drive acquisition and retention strategies



Just consider the impact on your store sales if just one additional visitor out of every 100 made a purchase. That's our objective.

To implement a series of prioritised conversion optimisation strategies that give your site visitors greater confidence to purchase from you. Learning, through data, where roadblocks in the customer journey create hesitancy and to ensure your visitor can develop trust in your brand.

This is where your money is made. Not through selling, but through making it easier for people to buy. Clarity every step of the customer journey.



This is where we can make serious, sustainable growth for your ecommerce store. Motivating more of your existing customers to shop again. Not simply entering customers into a generic newsletter list, actually nurturing next purchase. Using customer data and insight to create targeted flows and sequences based on customer behaviour. Creating automations that deliver truly personalised post-purchase communications that help boost customer reviews, loyalty and all important revenue.

No matter what stage of growth you find your ecommerce business, customer retention should site at the core of your work. To build customer lifetime value giving you a fuller understanding of the real worth of a customer to your business and a better insight into just who your ideal customer is.

"The work we have done together has seen our online business go from strength to strength
driving more traffic to our website and yet reducing our cost per conversion. "

- David Winstanley - Managing Director at Pramworld


a seamless approach to marketing across the entire customer journey


Advanced Acquisition Strategies
Help More Customers Buy

  • Advancing List Growth Strategies
  • Actioning A Process of Continual Optimisation
  • Improving Welcome Sequences & Timed Offers
  • Optimising Cart Recovery Flows
  • Truely Personalising The Buying Journey


Advanced Retention Strategies
Inspire Customers To Buy Again

  • Growing Customer Lifetime Value
  • Creating Personalisation & Automation Flows
  • Optimising Welcome & Onboarding Sequencing
  • Rewarding Loyalty & Referrals
  • Mastering Your Customer’s Post-Sales Experience

"He is an e-commerce professional with a depth of expertise and is a pleasure to do business with.
I would not hesitate in seeking his consulting services again on another project."

Mathew Wade - Head of Digital at Gossard


Building Ecommerce Brands For 20 Years

Wearing the hats of employee, director, ecommerce business owner & consultant.

Finding my feet at a startup online magazine subscription retailer way back in 1996. When animated gifs first roamed the 'net and web browsers were at the version 1.0 stage.

4 years on, I moved on to taking the role of European Marketing Director. Learning sustainable growth at a market innovator who are now the world's largest travel company.

In 2004 I launched my own ecommerce business. From 0 to £2m. bootstrapped. Doing the things you've done. Balancing time and energy marketing my business and running my business.

For the past 10 years my time has been dedicated to my ecommerce consulting business. Working with founders and in-house teams to drive more revenues without increasing ad spend through the advanced implementation of SEO, Conversion Optimisation and Customer Retention strategies. It makes scaling easier and more profitable.

“one of today’s leaders in Conversion Rate Optimization, people who don’t just talk the talk but put their theories to the test on a daily basis.”

– CrazyEgg
View More Testimonials

Working with popular eCommerce platforms including:
Shopify & Shopify Plus ⬝ Magento 1 & 2 ⬝ BigCommerce ⬝ WooCommerce


how we work together

I work exclusively with funded startups and established retail or direct-to-consumer brands based in the UK or Europe. The majority of clients are omnichannel. Clients are already turning over a minimum of 6-7 figures per year. I do work with ambitious startups too.

Businesses that value their customers. Know their customers. Businesses built on behalf of their customers. I have to believe in the products you’re selling. Whether premium brands or innovative products. We have to share an understanding that there’s a demand for what you sell.

I work alongside senior management to plan & in-house marketing teams to implement. You might also be transitioning from an outsourced agency who simply didn’t perform and now you want to bring your marketing in-house?


Check availability & learn how we can work together

Drop me a line in the form below, email me at [email protected] or give me a call on +44(0)161 706 0608. I’d love to hear about your objectives. Let’s find a way we can work together.