Expanding into an Emerging Market and Achieving a 3.48% Lead Form Conversion Rate for a New Luxury Cold Plunge Product Launch.
SUMMARY
Company:
Hot Spring Spas
Project:
As the UX Lead, I led the strategy and design for a new product page to support the launch of a cold plunge.
Responsibilities:
Competitive Research, Experience Design, and Cross-functional Execution
Timeline & Team:
2 months with cross-functional team members from brand, content, and web development.
OUTCOMES
Introducing the brand into cold therapy and driving results.
3.48% Lead Form Rate
Achieved on the product page (luxury product average is 1–2%).
Low 28% Bounce Rate
On the product page, outperforming the sitewide average by 30%.
2 Week Build Cycle
Reached by strategically utilizing existing design system components.
COMPANY OVERVIEW
Hot Spring Spas is a leading luxury hot tub brand, with over 1.2 million annual website visitors across roughly 250 web pages.
Their website provides detailed product information, educates visitors about hydrotherapy, and supports lead generation.
PROBLEM STATEMENT
To launch our new luxury cold plunge, we needed a web experience consistent with our hot tub lineup while telling the unique story of this new category.
We had to adapt our existing hot tub page template to balance brand consistency with the distinct positioning required for this new cold plunge category.
PROCESS
Identifying top luxury cold plunge brands helped establish a research framework to explore how this new category markets its products.
A snapshot of the cold plunge brands I analyzed during the competitive research phase.
Seeing how established brands structured their page sections gave me key insights to guide our own web experience.
My research highlighted several common patterns, like dedicated sections for social proof and the wellness benefits of cold plunging.
Applying research insights to build out the cold plunge page, highlighting luxury features and creating natural conversion points.
I kept key sections from our hot tub page template, modifying them slightly for the cold plunge product while leveraging other design system components to add educational content.
By positioning the lead magnet a few sections down and again at the bottom, we prioritized educating the user before asking them to take action.
Lastly, I placed additional sections lower on the page to build engagement and user trust.
Creating an internal linking strategy across key website areas gave users more opportunities to discover the new product.
I brainstormed and designed various areas across the site where it felt natural to introduce the new product and guide shoppers along their journey.
Working closely with our creative and development teams helped me bring this new responsive page to life in two months.
I handed off wireframes to our graphic designers to add photos and iconography, and then transferred the final files with documentation over to the dev team for a seamless build.
