optimise for conversion

the strategy · the tools · the process

Conversion Strategy For Ecommerce
"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


customer-centred · data-informed · technology-driven

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

Clients hire me to introduce and manage advanced marketing strategies that drive conversion and customer retention for their store. Delivering a process of continual optimisation across their website and email marketing to drive profitable ecommerce growth. Working seamlessly with in-house teams and agencies that work on traffic growth.

Important: My clients are ambitious startups or established brands that have proven market fit and are ready to optimise conversion & retention strategies to drive profitable growth.

Ecommerce Consultant


ecommerce conversion optimisation 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 Vaping.com


MANAGING THE OPTIMISATION PROCESS using valuable data and customer insights

introducing a prioritised continual process of testing and learning
to drive conversion (new & repeat customers) across your ecommerce store & email marketing.
Personalising your customer journey, growing sales and reducing customer acquisition costs.

reviewing & equipping you with best-fit ecommerce marketing technology

a/b testing list growth messaging, timing & location-based strategies

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

optimising welcome sequences to onboard prospective buyers & start telling your story

gathering critical website & product feedback from existing customers

testing effectiveness of timed discounted strategies to drive conversion

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 first-click 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

“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”


Our work together adds a layer of optimisation to your existing growth strategy. That layer is where the real 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
  • Advancing Email Retention Strategy
  • Mastering Your Customer’s Post-Sales Experience

"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


Building ecommerce brands for 20+ years

Wearing the hats of employee, director, ecommerce business owner & consultant.

Finding my feet at a startup online 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 Priceline.com 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.

“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 can work together

I work exclusively with ecommerce dtc brands & retailers trading online. It’s where I’ve plied my trade for 20 years. My clients are direct-to-consumer brands, niche retailers, established retail brands, heritage brands, luxury brands. Both UK and internationally focused. Most clients are already turning over 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)7545 822460. I’d love to hear about your objectives. Let’s find a way we can work together.