Mr Pool Man

The Challenge

Mr Pool Man, Australia's largest online retailer for pool equipment, needed to scale their eCommerce operations while improving conversion rates and customer experience. They were struggling with technical limitations on their existing platform that prevented them from implementing advanced marketing strategies and optimising their customer journey.

My Role

For this technical retail client, I served as:

• eCommerce Strategy Consultant
• Sprint Manager for weekly development cycles
• Outsourced Development Manager
• Email Marketing Solutions Advisor

The Approach

Working with a specialised retailer like Mr Pool Man required a blend of technical and retail strategy:

My first step was digging into their analytics to understand the current customer journey and identify friction points. Pool equipment is technical by nature, and customers often needed more guidance than the site provided.

Based on these insights, we developed a prioritised roadmap of improvements. Rather than trying to fix everything at once, we focused on the changes that would bring the biggest impact first.

I established weekly sprint cycles to maintain momentum. Each Monday, we'd review the previous week's work, analyse performance metrics, and confirm priorities for the coming week.

Since we were working with external developers, I created detailed technical briefs for each task. These briefs included not just what needed to be built, but the reasoning behind it, expected outcomes, and testing criteria.

For their email marketing, I completely overhauled their approach. We moved from generic batch-and-blast campaigns to segmented flows based on customer behaviour and purchase history. A first-time filter buyer gets very different messaging than a returning customer looking for chemicals.

Results

Through our work together, Mr Pool Man achieved:

• Significant improvement in conversion rates through optimised product pages and checkout flow
• More effective email marketing with higher open rates and revenue per send
• Faster development cycles with fewer bugs through structured sprint management
• Better integration between their marketing tools and eCommerce platform

Key Skills Applied

• eCommerce conversion optimisation
• Agile sprint management
• Technical vendor management
• Email marketing strategy
• Analytics-driven decision making

The Mr Pool Man project showcased how systematic, data-driven improvements coupled with organised development processes can transform an online retail business.