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:
I led the strategy and design for a new product page to support the launch of a luxury cold plunge into an emerging market.
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
We successfully introduced the brand into the emerging cold therapy market with a research-backed product page that drove the following results:
Achieved a 3.48% lead form conversion rate for a luxury product (average is 1–2%).
Maintained a low 28% bounce rate on the product page, outperforming the sitewide average by 30%.
Accelerated the build cycle to 2 weeks by strategically utilizing existing design system components.
COMPANY OVERVIEW
Hot Spring Spas offers luxury hot tubs distributed wholesale to dealers worldwide, who then sell them in their stores.
​They are known for their specialized jet systems, innovative water care systems, and energy-efficient features.
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Their website provides detailed product information, educates visitors about hydrotherapy, and supports lead generation, bringing in over 1.2 million unique visitors annually across roughly 250 pages.
PROBLEM STATEMENT
We needed to ensure the cold plunge web experience remained consistent with our established spa lineup while accounting for the unique storytelling required to successfully sell 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
This case study features a shortened version of the full process. If you’d like to dive deeper into this project, feel free to contact me!
I managed this 2-month project from design through launch, collaborating with brand, content, and web development team members.
WEEKS 1 – 3
Competitive Research
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To successfully introduce our first luxury cold plunge, I analyzed content patterns across the competitive landscape. This research helped me structure a page that educates the user while guiding them toward a strategic lead-generation form.
I identified common patterns in competitor product pages to ensure our new web experience met industry standards while still standing out.
WEEKS 4 – 5
Experience Design
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I maintained brand consistency by using our familiar spa hero layout while adding a specialized section to educate users on the science of cold therapy. To drive engagement, I placed lead generation forms mid-page and at the footer, ensuring the conversion points felt like a natural next step after the product overview.
I translated competitive insights into a strategic content hierarchy designed to move users from education to action.
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.
WEEKS 6 – 8 THROUGH LAUNCH
Cross-functional Execution
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After wireframe approval, I guided the creative and development teams through the design and build phases to ensure every visual and technical detail supported our user goals. By providing consistent feedback and performing a detailed QA, we successfully launched a high-quality experience within two months.
Working closely with our creative and development teams helped me bring this new responsive page to life in two months.
Disclaimer: The information in this case study is my own and does not necessarily reflect the views of Hot Spring Spas or Watkins Wellness. This case study features a shortened version of the full process. If you’d like to dive deeper into this project, feel free to contact me!
