bring 20+ years of expertise building and growing
successful ecommerce brands to your business

working with dtc brands & niche retailers
premium · clothing · sustainable · eco lifestyle

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"

use data, technology and the human touch to help you grow your ecommerce business profitably and sustainably

Clients hire me to review, plan and lead the ecommerce optimisation strategies that deliver real revenue growth.

Bring 22 years of ecommerce growth expertise & insight to your brand. I partner with senior management & in-house teams to review and build truly customer-centric acquisition & retention strategies, help embrace data insight and modern ecommerce technology and work to a process of continual optimisation across your customer's journey. From first click to conversion and beyond.



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

data-informed · customer-centred · process-driven

There's doing... and then there's optimisation. That's where the money is made. The acquisition costs are lowered and the business is built.

All the conversations and thoughts about personalisation, making full use of customer insight and analytics data. Plus the plans to a/b test and learn what really impacts and influences your customer's purchase decisions. All the ideas that haven't yet come to fruition. My clients, a small group of ambitious brands, hire me to take ownership and drive the optimisation process forward. To help you build a better shopping experience for your customers. Before and after the sale.

1.) Growth hungry DTC startups. Working with ambitious founders and their in-house teams.  Brand owners that require senior level expertise to lead optimisation and deliver strategic guidance for their young business. A business mentor as well as a trusted ecommerce expert. A trusted partner to plan and execute upon a strategy 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 technology roadmap to deliver next stage ecommerce growth. Somebody to take ownership of the personalisation strategy and work alongside senior management and in-house teams to evolve the selection and use of technology & the optimisation 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 ecommerce activity to bring you a structured approach on how to 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 ecommerce technology & tools to drive real business growth.

fuelling profitable growth

data-informed, customer-centred, process-driven

Ecommerce technology recommendations


'Doing' isn't enough. We begin our process looking at the opportunity to test new ideas, new technologies, to drive ecommerce growth. Agile marketing.

best shopify apps for ecommerce


Making better use of technology to give your customer as close to a 1-2-1 buying experience as possible. Using customer data, trend insight and automations to deliver a better shopping experience.

recommended ecommerce platforms - shopify, magento2, woocommerce, bigcommerce


You should never stop optimising. Creating and managing a conversion optimisation process across the customer journey to discover the marginal gains that drive real ecommerce growth.

How to segment customers to help conversion for ecommerce store


Creating and optimising email welcome sequences, newsletters & post-purchase flows built upon customer behavioural data and insight

Advice on customer loyalty and review platforms for ecommerce stores

Customer Voice

Planning and optimising the use of customer review platforms to build greater trust, create social proof and understand more about your customers needs

Website personalisation advice for ecommerce stores


Let's work to equip your brand with all the necessary technology to allow you to ease and personalise the shopping experience for your customers

recommended software for ecommerce live chat


Building email flows and optimising live chat sequences and automations to grow buyer confidence and give customers easy access to answer their vital pre-purchase questions

grow ecommerce business internationally


Using customer data to build out and manage highly targeted ROI-driven remarketing campaigns across search & social inc. Google, Facebook and Instagram

best retargeting strategies for ecommerce stores


Be data-informed. Ensure you have access to the most relevant data to learn and discover new ways on how to optimise your store.

"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

"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 and growing 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 technology-led 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
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how we work together

You need a certain level of traffic and sales to run optimisation for your store.

Clients who see the greatest ROI on our work together are, typically, already turning over a minimum of £500k per year through their ecommerce store.

I do work with a select group of funded dtc early growth startups to help them set the foundations for growth.

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?


tell me a little more about your ecommerce objectives