Owned by Watkins Manufacturing, Hot Spring Spas is the bestselling spa brand in the United States. Hot Spring Spas are not sold direct-to-consumer, but rather through a vast retail/distributor network that looks to the Hot Spring Spa marketing team for marketing coverage and lead generation.
The Hot Spring Spas brand needed a new digital home for its products with a revitalized shopping experience that would provide a higher number of qualified leads to retail partners.
Over 1.7 million people would visit HotSpring.com in a given year, but in that same year, only about 160,000 hot tubs were sold across all brands, industry-wide.
Informed by our comprehensive strategy work for the brand, which included a study of the consumer decision journey and the behavior patterns of digital-native buyers, we focused first on rebuilding the Hot Spring website.
Our research discovered there were four key areas where consumers were dropping out of the purchase process. So we established user flows that would allow customers to:
- Determine if a spa was right for them
- Confirm that a Hot Spring Spa was the right brand for them
- Select the model that would best suit their needs
- Fully understand what would be involved in the maintenance of their new Hot Spring Spa
As the center of a much more sophisticated digital eco-system, the website had to nurture and convert interest created in other channels, as well as attract prospects through content-driven SEO.
The responsive site worked perfectly with our lead generation media campaigns, increasing qualified leads across all five defined lead generation funnels. Additionally, the site experienced consistent traffic and increased SEO value at launch thanks to our efforts to ensure 301 redirects covered all entry links from dealers and third-party sites.