Understand the business. Improve the result.
I investigate how people find products, decide what to buy and complete an order. Then I help fix the faults, improve merchandising and make the buying experience support your commercial goals.
A low conversion rate can have several causes: the wrong traffic, unclear product information, unavailable options, unexpected delivery costs or a payment problem affecting one device. The same headline number can hide very different situations.
I combine available analytics and sales records with hands-on buying tests and the questions customers ask your team. We follow journeys from the landing page through browsing, basket and payment, including the audiences and devices that matter to you.
The result is a clear picture of where to intervene and why. We consider completed sales, order value and contribution alongside conversion, so improvements support the business as a whole.
I review category structure, site search, filters, product relationships and the way your range is presented. Customers may search using language your catalogue does not use, or struggle to compare options that your team understands immediately.
Product information should answer the buying questions before they become a reason to leave or contact support. Depending on your range, that includes suitability, specifications, pack sizes, availability, delivery and how products work together.
A desktop review can miss a payment button hidden by an overlay, a keyboard covering required fields, a product selector that cannot be used by touch or a browser-specific checkout fault. These problems can lose orders while the site looks fine to your own team.
I reproduce customer tasks on relevant phones, screen sizes and browsers. I test logged-in and guest journeys, new and returning customers, discounts, delivery choices, failed payments and order confirmations.
Faults are documented with the conditions needed to reproduce them. Implementation includes retesting the affected journeys and checking that the order reaches your operational systems correctly.
I look at what customers commonly buy together, where complementary products are missed and whether the site supports larger or repeat purchases. The opportunity might be relevant recommendations, a practical bundle, clearer trade quantities or a better reorder experience.
We consider margin, shipping and fulfilment implications alongside basket value. An offer that increases revenue can still create expensive parcels, unnecessary discounts or operational difficulties. Recommendations should make sense across the order.
I review abandoned-basket and checkout recovery, customer follow-up, account journeys and the information shoppers receive after purchase. We examine whether useful reminders and relevant return journeys are missing, poorly timed or disconnected from order status.
The work can include customer segments, recovery workflows, repeat-order tools and clearer handoffs between marketing and ecommerce systems. We agree what should happen, which information it relies on and how to measure additional completed orders.
I prioritise by the strength of the evidence, the customers affected, the commercial consequence and implementation effort. Recommendations explain the change, dependencies and a way to check the result.
Clear faults can be reproduced and corrected. Changes to merchandising or the customer journey can be measured before and after, with controlled experiments where traffic supports them. We monitor order completion, average order value, contribution, returns and support demand as appropriate.
I can implement the work, give your developer an actionable brief or support your agency through testing. My career experience includes retail and wholesale ecommerce development, trade buying, payments and connected order processing.
The £1,500 Ecommerce & Operations Audit connects these sales opportunities with fulfilment, systems and costs. It includes a written roadmap and a follow-up meeting. Recommendations are included; implementation is separately agreed.
A focused sales or checkout project can also be scoped directly. Start with a free discovery meeting lasting 30 to 45 minutes, preferably at your premises. I’m based in Bournemouth, covering Dorset and Southampton. Consultancy is £80 per hour, with fixed project quotes available.
Yes. Buying tests, reproducible faults, order data and customer questions can establish useful priorities. The measurement approach should match the volume and quality of information available.
Yes. I consider accounts, pack sizes, customer pricing, order quantities, payments and repeat purchasing as part of the journey.
Yes. We can agree implementation as a separate project, or you can use the recommendations with your own team or agency.
Talk directly with Tom Turner
Tell me what customers struggle with and where sales fall short. We’ll explore the likely opportunities in a free discovery meeting.
Free discovery · usually 30–45 minutes · directly with Tom.
Technology for good
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