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Commercial
Impact.

I don't sell hours. I sell outcomes.
Here is the data.

16,193
Product Records Remediated
Xshowhome data audit: alt text, taxonomy, pricing
15,668
Alt Texts Corrected
Xshowhome: 97% of the catalogue, brand leaks removed
6,337
Products Remapped
Xshowhome: full Shopify Standard Taxonomy rebuild
66 to 84
SEO Audit Score
Xshowhome: measured before and after remediation
Furniture & Homeware · Shopify · Warwickshire, UK

Xshowhome: 16,193 product records remediated

The situation

Xshowhome operates a multi-showroom ex-showhome furniture retail business across Warwickshire and the Midlands. The Shopify store had grown organically and the underlying data was in poor shape: thousands of product images attributed to the wrong brand, the Shopify Standard Taxonomy broken with 1,373 products assigned to nonsense categories like "Address Signs" and "Earthquake Alarms", and the store’s own legal entity name leaking into Google indexed page titles.

What I did

Three-phase data remediation via Python/openpyxl scripts and Matrixify bulk import. Phase 1: alt text correction across all 16,193 image rows, 15,668 corrected, 190 generated from scratch. Phase 2: product type standardisation, 71 inconsistent values cleaned to 50 correct types across 1,486 rows. Phase 3: full taxonomy rebuild, all 6,337 products remapped to correct Shopify Standard Taxonomy paths.

The outcome

  • ▸16,193 product records remediated across the catalogue
  • ▸15,668 alt texts corrected (97% of the catalogue), 190 generated from scratch
  • ▸6,337 products remapped to a clean Shopify Standard Taxonomy
  • ▸SEO audit score moved from 66 to 84 (before and after remediation)
  • ▸Brand-name leaks removed from store name, alt text, and indexed titles
“The scale of what Dan uncovered in our product catalogue was genuinely shocking. Thousands of product records with the wrong information, taxonomy misclassifications we’d never have found ourselves. He fixed all of it systematically and quickly.”Gemma Pountney, Xshowhome
Premium Retail · Multi-Location · Broadway, UK

Saverys of Broadway: Embedded fractional director across three showrooms

The situation

Saverys of Broadway is a premium Cotswolds retailer trading across three showroom locations. They needed someone senior who could hold the strategic picture for a premium brand without compromising the positioning, while also getting into the detail of how the site and Google presence actually performed week to week.

What I did

Fractional director engagement spanning ecommerce strategy and ongoing execution: site work, Google presence (organic visibility, listings, search performance), and the weekly cadence of measurement and prioritisation that a multi-location premium retailer needs but rarely has in-house.

The outcome

  • ▸Embedded fractional director across three premium retail showrooms
  • ▸Site and Google presence owned end to end, no agency relay
  • ▸Strategy and execution delivered inside one rolling monthly retainer
“Dan understands premium brands. Having someone who can hold the strategic picture while also getting into the detail of how the site and our Google presence actually perform is exactly what we needed.”Gary Postlethwaite, Saverys of Broadway

Sectors & Verticals

The fractional model works across Shopify verticals. Current and past partner sectors include:

Furniture & HomewareFashion & ApparelHealth & WellnessLifestyle & GiftingBeauty & SkincareSports & Outdoors

Measurement Framework

Revenue Per Visitor (RPV)

This is my North Star metric. Traffic is vanity; RPV is sanity. By focusing on increasing the value of every visitor through CRO and AOV strategies, we build sustainable growth regardless of ad cost fluctuations.

Contribution Margin

Revenue without profit is a vanity metric. I track Contribution Margin 1, 2, and 3 to ensure that every campaign we scale is actually putting cash in the bank, not just increasing the Stripe top-line.

Data Integrity as a Foundation

Before optimising for growth, the data has to be clean. Broken taxonomy, wrong brand attribution in alt text, and NaN values in product descriptions all suppress organic visibility before a single ad is run. We audit the foundation first — then we scale.

Let's improve your numbers.

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