How To Optimise - Ecommerce Growth Tutorials & Examples To Your Inbox

I run optimisation for a few good brands. This is where I teach what I learn.
Get tutorials to build your own optimisation process to your inbox each week.

I'm here to help you do your best work using customer insights, data & tech
 to automate Klaviyo flows, build better product pages, improve site navigation, ads, popups...
 you'll learn how to achieve better business results across your customer's entire buying journey.
Subscribe below.

(there's never any pitching or spamming going on. promise.)

Learn How To Optimise Using Tools Including:
Shopify ∙ Klaviyo ∙ Okendo ∙ Segmentify ∙ Recharge ∙ Shogun ∙  RetentionX ∙ Octane AI ∙  Gorgias ∙ Loyalty Lion


  1. You're receiving lessons from my actual work alongside 500+ ecommerce brands over the past god knows how many years +  building my own ecommerce business.
  2. You're not being pitched. I'm not selling anything. Instead I'm building a community of founders and marketers learning how to optimise using data, technology & the human touch.
  3. This isn't about you spending more money on ads. That's a slippery slope without foundations I don't want you to head down.
  4. You'll learn about how to build a lean green ecommerce growth machine using data + tech. Promise I won't get geeky. Promise.
  5. This is about you delivering your customers feel good marketing. Learning what works. No silly ploys to 'claim your discount code in 5 minutes or we'll blow your house up...'
  6. I'm here to help. Got questions? just respond to my email. I'll get back to you with any advice I can provide.
  7. You'll learn how to market your products to build a profitable, sustainable business. That's at the core of the optimisation processes I teach. Strategy over tactics.
  8. You'll learn how to write emotive copy inspired by new customer insights. No more 'receive our latest news and offers' or 'follow us on social media' for you... tsk.
  9. You'll figure out how to build community around the products you sell. It's a great way to build your brand.
  10. I'm sharing examples of what works for UK & European Direct-to-Consumer brands. No quotes from Elon Musk or Steve Jobs. This is about real work. Not that I'm saying Jobs or Musk didn't/don't do real work, but you know what I mean. I think.


"This newsletter series is just top. I've learned something from each and every one.
They're also fun and very readable. Can't recommend enough, especially for those building a brand."

Jessica Kruger - Founder of  L U X T R A

" He is a true conversion guru who will help you understand your online customers better than you ever thought possible"

Owen Whitehead - Head of Ecommerce HSS Hire

"Ian comes with a wealth of experience and it really showed when he set up much of our "marketing machine" for our purpose-driven e-commerce startup"

Ben Jones - Head of Growth FieldGoods

"The most knowledgeable MarTech guy I've come across since I started working in eCommerce."

Dan Laxton - Managing Director