# Andrew Thomas — Ecommerce Customer Experience & Behavioural Analytics Consultant

> Andrew Thomas helps ecommerce and digital businesses understand how customers behave online and turn that insight into better customer experiences and measurable growth.

## About
Andrew Thomas is a UK-based ecommerce customer experience consultant specialising in behavioural analytics, conversion optimisation and digital performance.

With over 20 years of experience across design, development, analytics and digital strategy, Andrew has worked with SMEs, third-sector organisations and enterprise businesses, including leadership roles at The Royal Mint and BluBolt.

His work focuses on identifying friction across customer journeys, improving tracking and measurement (GA4, GTM), and translating behavioural insight into practical improvements that drive performance.

## Core Expertise
- Ecommerce Customer Experience (CX)
- Conversion Rate Optimisation (CRO)
- Behavioural Analytics & Customer Insight
- Customer Journey Analysis
- Data & Analytics Strategy
- Digital Marketing Tracking (GA4, GTM, event tracking)
- Performance Measurement & Insight

## Key Pages
- Homepage: https://www.andrew-thomas.co.uk/
- About: https://www.andrew-thomas.co.uk/about/
- Contact: https://www.andrew-thomas.co.uk/contact/

## Cornerstone Content
- Behavioural Analytics for Ecommerce: https://www.andrew-thomas.co.uk/behavioural-analytics-for-ecommerce/

## Featured Articles

### Behavioural Analysis
- https://www.andrew-thomas.co.uk/2026/03/what-we-learn-when-watching-real-customer-behaviour/
- https://www.andrew-thomas.co.uk/2026/03/why-customers-rarely-follow-the-journey-businesses-design/
- https://www.andrew-thomas.co.uk/2026/02/why-knowing-your-customers-age-isnt-the-same-as-understanding-them/

### Ecommerce Performance & Insight
- https://www.andrew-thomas.co.uk/2026/01/why-sales-numbers-can-give-leaders-false-confidence-in-e-commerce/
- https://www.andrew-thomas.co.uk/2026/02/what-e-commerce-leaders-dont-see-between-performance-reviews/
- https://www.andrew-thomas.co.uk/2026/02/what-we-miss-when-e-commerce-performance-is-reviewed-once-a-month/

### Strategy & Prioritisation
- https://www.andrew-thomas.co.uk/2024/07/agreeing-prioritisation-of-digital-programmes-and-projects/
- https://www.andrew-thomas.co.uk/2022/03/providing-teams-with-focus-using-north-star-metrics/
- https://www.andrew-thomas.co.uk/2024/07/forecasting-website-traffic-how-much-search-volume-do-you-need/

### Conversion & Journey Optimisation
- https://www.andrew-thomas.co.uk/2025/04/conversion-hierarchy-and-embracing-the-messy-middle/
- https://www.andrew-thomas.co.uk/2022/07/optimising-the-performance-of-your-customer-journey-but-where-do-you-start/

## Full Knowledge Base (Recommended)
- https://www.andrew-thomas.co.uk/llms-full.txt

This file contains a complete structured overview of all articles, themes and behavioural insights published on the site, including summaries and internal linking context.

## Notes
Content on this site is based on direct experience working with ecommerce businesses, digital teams and analytics implementations.

The focus is on understanding customer behaviour, improving digital experiences, and supporting better decision-making through data-led insight.