equipping your brand
for next stage growth

Let's personalise your customer's entire
shopping experience, before and after the sale

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”

advancing ecommerce

I'm here to review, plan and lead the strategy that delivers next phase growth for your ecommerce store. Helping you thrive as a truly customer-centric business.

Bring 22 years of ecommerce growth expertise & insight to your direct to consumer brand. I partner with senior management & in-house teams to help deliver your customers an exceptional 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 Vaping.com


My ecommerce consulting clients fall into one of two categories.

1.) Ambitious founders of funded direct to consumer (DTC) brands.  Brand owners that require guidance on the innovative personalisation strategies that drive new and repeat business for their young business. A business mentor as well as a trusted ecommerce expert. A partner to plan and execute upon a growth strategy, technology review and optimisation process that focuses on customer-centred business growth.

2.) Established brands wary of rising acquisition costs that require an honest, external review of current performance and a roadmap to deliver next stage ecommerce growth through greater personalisation. Somebody to take ownership of the customer-centric strategy and work alongside senior management and in-house teams to evolve the marketing process.

Driving growth. This isn't top level strategy telling you to spend more and accumulate more. I'll dive into each aspect of your current marketing activity to bring you a fresh truly customer-centric approach to how you increase customer acquisition and retention for your store. We'll reduce costs where needed. We'll fund initiatives where justified. We'll invest in the right technology for your brand. We'll ensure you are taking full advantage of today's marketing tools and optimisation processes to drive real business growth.


  • performance

    how have current customer acquisition and retention strategies performed? channel-based performance audit

  • platform

    do we have best suited platforms and technology to scale upon? are you making best use of technology?

  • data

    do you have access to reliable, relevant ecommerce and omnichannel data to make informed decisions upon?

  • people

    do we have the necessary in-house expertise to effectively manage the growth marketing process? are external agencies delivering required results?


  • technology

    ensuring you have best of breed technology fully integrated across the customer journey

  • customer insight

    learning from existing customers behaviour and decision making to drive future growth

  • schedule & priorities

    delivering an actionable work schedule that fits across all ecommerce activity

  • readiness

    clear objectives in terms of CAC, timeframes, reporting and company-wide expectations


  • experiment

    bringing an agile marketing process to how you work across ecommerce based on continual optimisation

  • dataflow

    becoming data-driven in your activity and decision making

  • learning

    employing hypothesis-led test and deploy approach to all marketing work

  • communication

    ensuring the sharing of insight and discoveries through stakeholders and in-house teams

"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

conversion + RETENTION

a seamless approach to growth across the entire customer journey


Agile Conversion 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


Agile 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 Priceline.com 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 personalisation strategies and continual optimisation. 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 2 ⬝ BigCommerce ⬝ Demandware ⬝ WooCommerce


how we work together

I work exclusively with established retail or direct-to-consumer brands based in the UK and Europe. The majority of clients are omnichannel. Clients are already turning over a minimum of £1 million per year.
I do work with a select group of funded dtc early growth 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?


at a time that suits you