E-Commerce Homepage Redesign for Tubs Direct – UK Hot Tub Retailer
E-Commerce Homepage Redesign for Tubs Direct – UK Hot Tub Retailer
E-commerce homepage redesign for Tubs Direct was a high-stakes UX improvement project for one of the UK’s most visited hot tub retail websites — a platform already attracting over 4,000 monthly visitors that needed a refreshed homepage to better engage its audience, improve readability, and convert more of that existing traffic into buyers. Tubs Direct is a UK-based hot tub retailer known for their accessible, cost-focused approach to hot tub ownership — helping everyday UK consumers understand the real costs and benefits of owning a hot tub, and making the buying decision feel simple, affordable, and worth it.
About Tubs Direct
Tubs Direct has built a loyal UK audience by positioning themselves as the go-to resource for honest, practical information about hot tub ownership — from purchase costs and running expenses to the genuine lifestyle benefits that make a hot tub a worthwhile investment. With over 4,000 monthly visitors already engaging with their content, Tubs Direct had a strong organic presence — but their homepage wasn’t doing enough to capitalize on that traffic, hold visitor attention, or guide users toward the products and content most relevant to their buying journey.
The Challenge
Tubs Direct faced a challenge common to content-rich e-commerce businesses — a homepage that had grown organically over time but no longer reflected the quality and depth of the content and products behind it. With 4,000+ monthly visitors arriving from search, the homepage was the most important single page on the site — and it needed to work significantly harder to engage visitors, communicate the brand’s affordability positioning, and guide users toward both editorial content and product pages with equal clarity and intent.
The redesign had to be executed carefully — preserving the strong organic traffic levels that Tubs Direct had built while improving the user experience enough to meaningfully increase engagement and conversion. Any design changes that disrupted the content structure or navigation patterns that search engines had indexed could risk impacting the SEO performance that underpinned the business’s digital strategy.
Our Solution
We redesigned the Tubs Direct homepage in Figma, building a clean, intuitive layout that prioritized the content and product categories most relevant to their audience’s buying journey. The new design led with Tubs Direct’s core value proposition — affordable hot tub ownership made simple — using clear visual hierarchy and engaging editorial content placement to immediately communicate why Tubs Direct was the right resource for anyone considering a hot tub purchase in the UK.
Key content pillars — cost-effectiveness guides, product comparisons, and buyer advice articles — were given prominent, structured placement throughout the homepage to improve readability, reduce bounce rate, and guide visitors deeper into the site. Product sections were redesigned to feel more visually appealing and conversion-ready, with clearer product presentation and more intuitive pathways to browse and purchase.
The redesign was executed with full awareness of the existing SEO performance — preserving the content structure and internal linking patterns that contributed to Tubs Direct’s strong organic rankings while delivering a significantly improved visual and user experience throughout.
Key Features
- Full e-commerce homepage redesign in Figma for a high-traffic UK hot tub retailer
- Content-first layout prioritizing affordability guides and buyer advice articles
- Improved visual hierarchy and readability across all homepage sections
- Structured product presentation with clearer browsing and purchase pathways
- SEO-aware redesign preserving existing content structure and organic rankings
- Engagement-focused design reducing bounce rate for 4,000+ monthly visitors
- Fully responsive layout optimized across desktop, tablet, and mobile
Results & Outcome
Tubs Direct launched with a refreshed, conversion-optimized homepage that better engaged their substantial existing audience and more effectively guided visitors toward both editorial content and product pages. The e-commerce homepage redesign delivered a visually improved, user-friendly digital experience that maintained Tubs Direct’s strong organic traffic while giving the business the homepage it needed to convert more of those 4,000+ monthly visitors into engaged readers and active buyers across the UK hot tub market.
