Ecommerce Optimisation
Continuous ecommerce improvement, without building a bigger internal team.
I work alongside ecommerce teams to identify, prioritise and deliver improvements across conversion, trading, merchandising, UX, analytics and the customer journey.
Your store is never finished.
Optimisation is not a monthly bundle of hours. It is a running list of the changes most likely to make a commercial difference, worked through in order, with each one measured.
Some are tests. Some are fixes that need no test. Some are trading decisions: what to promote, where and when.
Where it usually starts.
- Conversion is flat, even though traffic is healthy.
- Mobile converts well below desktop and nobody owns the gap.
- Average order value has not moved in a year.
- Landing pages are built for one campaign, then left to go stale.
- The numbers in GA4 and Shopify disagree, so nobody trusts either.
- The backlog is ordered by whoever asked most recently.
- Each agency optimises its own channel, and nobody looks at the whole journey.
What I can work on.
- Conversion and UX
- Product pages, collection pages, search, navigation, basket and the path to checkout.
- Trading and merchandising
- What is promoted, where, and when. Collection order, bestsellers, launches and the trading calendar.
- Landing pages
- Pages for launches, campaigns and paid traffic that are built to be reused, not rebuilt.
- Testing
- A/B tests where the traffic supports them, and straightforward fixes where a test would only delay the obvious.
- AOV and basket
- Bundles, thresholds, cross-sell and the offers that change what a customer puts in the basket.
- Analytics and reporting
- Tracking you can trust, and a short report that says what changed and what it was worth.
- Subscription journeys
- Sign-up, management and the moments where subscribers decide whether to stay.
- Your developers and agencies
- Briefing and checking the work of the people you already use, so their effort goes where it counts.
How priorities are set.
Every idea goes through the same questions before anyone spends time on it.
- What does the evidence say? Analytics, customer behaviour, search terms, reviews, returns and the trading calendar.
- What is it worth if it works? A rough commercial value, not a feeling.
- What does it cost, and how sure are we? Effort against confidence.
- What gets done first? A short agreed list. Everything else waits, visibly.
| Opportunity | Value | Effort | Confidence | Decision |
|---|---|---|---|---|
| Show delivery cost on the product page | High | Low | High | Do now |
| Rebuild the size guide for mobile | High | Medium | Medium | Test |
| New homepage hero carousel | Low | Medium | Low | Park |
| Free delivery threshold at £X | Medium | Low | Medium | Test |
How the working relationship runs.
To start
A review, then a ranked list
I go through the store, the data and your existing backlog, and we agree the first priorities.
Every month
Delivered, measured, re-ranked
The agreed work gets done. Results are reviewed, and the list is re-ordered on what was learned.
Throughout
One person accountable
You deal with me, not an account manager. Scope and terms are agreed in writing before work starts.
The same work, done in-house.
At Smiffys I set a CRO strategy that increased conversion by 32% in the Australian market. At inov-8 I improved conversion and average order value through UX changes and CRO testing.
Both were in-house roles, not Blueprint Yorkshire client work.
Questions
Is this sold as a bank of hours?
No. The retainer is agreed around the scope of work and the priorities for the period, not a number of hours to spend. What matters is whether the right things got done.
What access do you need?
Usually your Shopify admin as a collaborator or staff account, your analytics, and your email platform if CRM is part of the work. Access is set up on your accounts, and removed when the work ends.
Can you work alongside our existing agencies?
Yes. Most established ecommerce businesses already use a developer, a paid media agency or both. Part of the job is making sure their work is aimed at the priorities the business has agreed.
Will you guarantee an increase in conversion rate?
No, and you should be cautious of anyone who does. I can commit to the work, to measuring it properly and to telling you plainly what moved and what did not.
Talk about your ecommerce.
Tell me what you’re trying to improve and what is getting in the way. I’ll tell you whether a retainer makes sense, or whether a single project would do.