action the strategy, technology and optimisation
processes that deliver real ecommerce growth

ecommerce growth strategist to ambitious direct-to-consumer brands & retailers

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"

I'm sharing over 20 years of expertise building and growing profitable ecommerce brands

Clients hire me to advise and help action the following areas to help achieve next stage ecommerce growth;
  • implementing a truly customer-centred growth strategy
  • understanding data and customer insight across the user journey
  • auditing the existing customer experience, channel performance and delivering recommendations
  • advising on technology and train in-house marketers to master their technology stack
  • optimising the in-house marketing processes that drive real ecommerce growth
  • recommending external partners to help manage site development, design and marketing specialisms to work alongside your inhouse team



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

All the conversations and thoughts you've had about website personalisation, making better use of technology, customer insight and analytics data... improving the customer experience.

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 growth strategy 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 optimisation 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.

optimising your customer's experience

the levers that fuel profitable ecommerce growth

Ecommerce technology recommendations


Use Google Analytics insights inc. event tracking and segmented audiences to learn channel effectiveness and improve business decision-making

Ecommerce Copywriting


The most impactful route to growth is providing your site visitor with all the knowledge and proof they need to make a confident purchase. This is where our focus is placed throughout.

Advice on customer loyalty and review platforms for ecommerce stores


Collect zero-party data from your visitors and existing customers to identify and learn what motivates purchase and what truly matters to your audience

How to segment customers to help conversion for ecommerce store


Using personalisation platforms that deliver product recommendations on your homepage and category pages based on customer insight and shopping behaviour

Product Page Optimisation


Creating and optimising context-led product pages that boost organic Google traffic and increase product conversion rate helping you sell more products more profitably

recommended ecommerce platforms - shopify, magento2, woocommerce, bigcommerce


Use Google Optimize to create and manage an evolving process of a/b testing across your product page copy and imagery to fuel conversion.

best shopify apps for ecommerce


Context-triggered incentives that grow your subscriber base and drive sales through product-specific email welcome flows

grow ecommerce business internationally


Go beyond simple recovery emails and send targeted product-specific flows based on cart size, new/repeat customers and testing timing effectiveness

best retargeting strategies for ecommerce stores


Motivate more existing customers to shop again building out a customer retention strategy using LTV modelling and data that triggers post-purchase emails that inspire repeat purchase and subscriptions.

"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