About Andrew Thomas
I help ecommerce and digital businesses understand how their customers really behave online, and turn that insight into better customer experiences and measurable growth.
I have worked in digital since 1999, beginning my career as an interactive designer at a time when the web was still finding its shape. Over the years my work has evolved across design, development, analytics and digital strategy, but one principle has remained constant: understanding how people use digital products and improving those experiences through insight and evidence.
Today I work with ecommerce businesses and digital teams to improve customer experience through behavioural analysis, analytics and conversion optimisation. My focus is helping organisations understand how customers actually interact with their websites, identifying where journeys break down and turning those insights into practical improvements that support measurable growth.
What I Help Businesses With
My work typically focuses on helping organisations improve digital performance through:
- Ecommerce Customer Experience (CX)
- Conversion Rate Optimisation (CRO)
- Behavioural Analytics and Customer Insight
- Customer Journey Analysis
- Data and Analytics Strategy
- Digital Marketing Tracking and Measurement (GA4, GTM and event tracking)
These areas often overlap. Understanding customer behaviour through analytics and insight helps teams identify where journeys break down, which in turn creates opportunities to improve experiences and grow revenue.
A Career Built Around Digital Experience
Based in Wales, I have spent more than two decades working across a wide range of organisations. My experience includes small and medium businesses, third-sector organisations and large corporate in enterprise level environments. I have worked in consultancy roles, delivery teams and leadership positions responsible for shaping digital strategy and building high-performing digital teams.
Across these roles I have supported organisations in areas including ecommerce optimisation, customer journey analysis, user experience design, analytics implementation and digital marketing measurement. While the tools and technologies have changed considerably during that time, the underlying challenge organisations face online has remained remarkably consistent: understanding how customers behave and making better decisions based on that understanding.
Understanding How Customers Really Behave Online
My approach combines qualitative and quantitative research to build a clearer picture of customer behaviour. Time spent speaking with users, observing how people navigate websites or gathering feedback through surveys often reveals patterns that traditional reporting alone cannot explain. When these insights are combined with analytics data and behavioural metrics, they create a much richer understanding of the customer journey.
This is often where organisations begin to see the greatest opportunities for improvement. Metrics such as revenue, conversion rate or average order value describe outcomes, but they rarely explain the behaviour that produced them. Behavioural analysis helps uncover those underlying patterns, allowing teams to identify where friction exists and where meaningful improvements can be made.
Turning Insight Into Practical Improvements
Throughout my career I have worked collaboratively with organisations to translate these insights into practical change. Using design-thinking approaches and user-centred practices, I have helped businesses refine digital experiences, prioritise improvements and create clearer pathways for customers to achieve what they set out to do.
I have also had the opportunity to build and grow teams focused on user experience, analytics and optimisation. Establishing environments where teams are structured, insight-led and aligned around customer needs has been one of the most rewarding aspects of my work. When organisations place users at the centre of digital decision making, improvements in engagement, conversion and long-term growth often follow.
Experience Across Organisations and Teams
My professional journey has included agency work, consultancy with SMEs and leadership roles within larger organisations such as The Royal Mint, where I helped develop data-led approaches to digital performance and customer experience. These experiences have given me a broad perspective on the challenges businesses face when improving digital products, from early-stage ecommerce operations to established global brands.
Writing About Customer Behaviour and Digital Growth
Alongside consultancy work, I also write about ecommerce, digital performance and customer behaviour on this site. The articles reflect many of the questions digital leaders and ecommerce teams are grappling with as they try to understand what sits behind their performance numbers and how customer experience influences growth.
I enjoy discussing digital challenges, exploring ideas and helping teams think more clearly about how customers experience their products online. If you would like to discuss a project, share perspectives on digital strategy or explore opportunities to collaborate, please feel free to get in touch.
Experience & Professional Background
Over the course of my career I’ve had the opportunity to work across agencies, corporate organisations and consultancy roles, helping businesses improve digital performance through better customer experience and data-led decision making.
Some highlights from that journey include:
Head of Data and Performance – BluBolt
Leading growth services focused on ecommerce analytics, customer journey optimisation and data-led performance strategies for online retailers.
Head of Digital Performance and Innovation – The Royal Mint
Helping shape digital strategy and customer experience improvements across ecommerce platforms, contributing to significant growth in online engagement and revenue.
Agency and Consultancy Work
Supporting small and medium businesses, ecommerce brands and third-sector organisations with digital strategy, user experience, analytics implementation and optimisation.
Building High-Performing Digital Teams
Establishing and growing teams focused on user experience, analytics, and digital optimisation, helping organisations develop structured and insight-led approaches to improving digital products.
Over the past two decades I’ve worked with organisations ranging from small businesses and third-sector teams to large brands and digital departments, helping them better understand their customers and improve the experiences they deliver online.
If you’re exploring ways to improve ecommerce performance, customer journeys or digital decision-making, I’m always happy to have a conversation and share perspectives.