Nigel Garner

Non-Executive Director

About Nigel

Former Head of Ecommerce at HSBC and founder/owner of Sales Optimisation Ltd.

Nigel is an online sales & marketing specialist with a successful track record in digital transformation for businesses towards highly converting ecommerce and online self-service capabilities. He achieves this through being data-driven and user focused, understanding how target audiences use websites and designing around their needs and goals.

Achievements have included:

• 652% increase in visitor traffic from homepage to key content
• 375+% increase in sale conversions
• 189% increase in average order value
• Estimated avg costs savings of £7.5k per business in reduced ongoing website redesign costs every 3 years

Data-driven means being laser-focused on removing the things that stop visitors becoming customers. Removing the barriers means products are easier to find and buy, driving increased sales more recommendations and repeat sales.

Key career points of interest:

Established ecommerce for HSBC in the UK, first for Personal Financial Services (2000/1) and subsequently for Business Banking (2006-) responsible for achieving online sales of US$40m p.a.

Introduced firsts for the UK Financial Institutions industry:

1. Online sales capability on the public website
2. Promotion and self-serve functionality of products within internet banking
3. Search Engine Optimisation (2003/4)
4. Conversion Rate Optimisation, focusing on user behaviour and how to improve success rates online (2004/5)
5. Implemented the first Artificial Intelligence based marketing tools (2003/4)
6. Implemented the first online testing tools (A/B testing) in the UK financial industry

Post HSBC consulted on large-scale digital transformation projects for businesses like South Staffordshire Water, and consultation for John Lewis Partnership, ITV, 3, Virgin Holidays, plus many smaller brands.