actioning profitable growth strategies for ecommerce brands

Conversion Strategy For Ecommerce

“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”


to drive down acquisition costs, build loyalty and grow customer lifetime value

Bring 20+ years of ecommerce growth expertise & insight to your brand.

I partner with senior management & in-house teams to deliver comprehensive review and project planning in order to drive their next phase of ecommerce growth - profitable customer retention.

Clients who have achieved market-fit and are ready to further growth profitably and sustainably.

Ecommerce Consultant


founder of Retention
"When growth came the results were much greater than they would otherwise have been. I highly recommend working with Ian."
Neil McLaren - Founder at


focusing in on where the money is made

My role is to deliver strategy, organisation and process to your retention marketing. To help you forward plan your retention growth reviewing existing strategies, technologies and management processes.

To guide you through a retention process fuelled by data insight, customer-centred review and journey mapping to future proof the growth of the ecommerce arm of your business.

Essentially, we're using data and personalisation to motivate more of your customers to shop again.

A retention process that focuses in on key customer touchpoints including:

reviewing & equipping you with best-fit ecommerce technology

a/b testing personalisation messaging, timing & location-based strategies for existing customers

optimising cart recovery strategies based on customer data, order value and location

optimising welcome sequences to onboard new customers.

gathering critical post-purchase feedback from new customers inc. NPS scoring

testing effectiveness of timed discounted strategies to drive early repeat business

optimising order confirmation and order despatch emails to provide more relevance and up-sell related products

building high impact behaviour-based email marketing segments & automations

optimising product review request timing/message to drive the use of customer voice for use across all acquisition campaigns

sending behaviour-triggered emails to support email newsletter campaigning

measuring & using customer lifetime value data to discover VIP customers & set clear CAC targets

advancing use of Google Analytics for shopper insights & reporting

advising you on attribution data to understand which channels to focus your customer acquisition budget

launching VIP & customer loyalty programmes that drive repeat business

Increasing AOV with advanced product bundling, recommendations, up-sell and cross-sells based on basket contents

... and you know what? we'll have a bit of fun along the way too

"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


where the profits are made


Advanced Conversion Strategies
Help More Customers Buy

  • Gaining Customer Research & Data Insights
  • Actioning An A/B Testing Optimisation Process
  • Personalising The Buyer’s Journey
  • Reducing Cart Abandonment
  • Growing Email Lists & Nurturing New Customers


Advanced Retention Strategies
Inspire Customers To Buy Again

  • Focused on Growing Customer Lifetime Value
  • Creating Personalisation & Automation Flows
  • Optimising Welcome & Onboarding Sequencing
  • Rewarding Loyalty & Recommendations
  • 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 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 alongside ambitious ecommerce brands, direct-to-consumer & retailers, to review, plan and optimise the steps towards building an ecommerce brand for the long haul - customer retention.

“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 1 & 2 ⬝ BigCommerce ⬝ WooCommerce


how we work together

I work exclusively with funded startups and established retail or direct-to-consumer brands based in the UK or Europe. The majority of clients are omnichannel. Clients are already turning over a minimum of 6-7 figures per year. I do work with ambitious 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?


Check availability & learn how we can work together

Drop me a line in the form below, email me at [email protected] or give me a call on +44(0)161 706 0608. I’d love to hear about your objectives. Let’s find a way we can work together.