get trusted advice and ongoing guidance on the strategies, technology & processes that deliver next stage ecommerce growth

leading growth strategy for direct to consumer brands
ready for next stage growth in the UK & Europe

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, sustainable ecommerce businesses

Clients hire me to advise upon and project manage the following areas to help achieve next stage ecommerce growth;
  • implementing a truly customer centric blended customer acquisition & retention growth strategy
  • roadmapping and building ecommerce business models for startups through to larger organisations and teams
  • understanding behavioural data and customer insight across the user journey to deliver a truly personalised shopping experience
  • auditing and providing recommendations on the customer experience, use of data & technology and channel performance
  • advising on ecommerce technology and platforms to enhance the shopping experience
  • modernising technology stack, skills and marketing strategies for international teams



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 customer-led 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.

create a truly customer centric
shopping 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 to drive conversion & retention

Advice on customer loyalty and review platforms for ecommerce stores


Know the questions to ask that help you learn from your customers. Collect with ease insight from new and existing customers to identify and learn what motivates purchase and what truly matters. This fuels your work building an audience of ideal customers.

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 landing pages that share customer stories and boost organic Google traffic and increase product conversion rate helping you sell more products more profitably

recommended ecommerce platforms - shopify, magento2, woocommerce, bigcommerce


Customer voice is lifeblood for your brand. Learn how to ask the questions that deliver better reviews that give more visitors confidence to shop your brand.

best shopify apps for ecommerce


Creating and managing email flows triggered by customer behaviour and personalised through customer insight. Start making better use of data to deliver the customer experience that drives ecommerce growth

grow ecommerce business internationally


You have the opportunity to deliver your customer the best shopping experience they've encountered. Now do your bit to reward loyalty, help build word-of-mouth and acknowledge the customers that fuel your growth.

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
View More Testimonials


how we work together

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

Clients are either funded startups or established brands requiring senior level advisory and project management to take their ecommerce offering to the next level.

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