Analyzing Submerge Ice Bath’s Shopify PDP design (and why it works so well!)

Selling wellness products online comes with a unique challenge: customers aren’t just buying a product—they’re buying into a lifestyle, a health benefit, and a promise of results. 

But, without the ability to see or experience the product in person, brands must bridge the gap with a storefront that builds trust, educates customers, and removes purchase friction.

That’s exactly what Submerge Ice Bath set out to do. Founded by Dan Ioffe, Submerge makes ice bathing at home more accessible and affordable with high-quality cold plunge tubs. 

To sell their products online, they needed a Shopify storefront that didn’t just showcase their products—but also clearly communicated the wellness benefits of ice bathing.

To bring this vision to life, their team used Instant Page Builder. The result of their build is a visually appealing store that reflects the premium quality of their cold plunge systems while also guiding potential buyers toward making a confident purchase!

Shopify PDP Design: Submerge Ice Bath

In this case study, we’ll break down one of the most impactful pages in their store—their Shopify PDP template—and explore how its strategic design choices can be applied to other eCommerce brands.

Submerge’s PDP design effectively: 

• Highlights specific product benefits and unique features

• Provides clear pricing, social proof, and trust signals to reduce friction

• And includes interactive elements to keep customers engaged 

Let’s explore the strategic design choices behind this high-converting PDP. 

1. Clean & engaging above-the-fold layout

Submerge’s product detail page (PDP) follows a widely accepted best practice: a left-aligned image gallery paired with a right-aligned product summary. This familiar layout ensures a seamless browsing experience, making it easy for visitors to scan key product details without friction.

All of the elements of this section are neatly aligned and provide essential information for shoppers:

• The product title is clear

• Five-star rating icons serve as instant social proof

• A concise product description highlights key aspects

• 3 key features can be easily skimmed

• The add-to-cart button is prominently displayed

• 3 trust-building icons are used 

• An accordion organizes additional product details

All of these elements together have created a PDP section that presents key information effectively—without overwhelming buyers.

2. Clear pricing strategy

In addition to a clean layout, the pricing strategy used on the PDP taps into anchoring psychology—by showing the original price first, customers perceive the discounted price as a better deal, increasing the likelihood of purchase!

Here’s how they achieved this: 

• The current price is displayed prominently ($2,999)

• The original price has a strikethrough ($3,499)

• A bold callout shows the exact discount ($500 off)

This ensures shoppers immediately recognize the savings without doing the math themselves.

3. Product benefits section

The first section below-the-fold introduces the key benefits of the product.

This section utilizes a dynamic slider that showcases key benefits paired with engaging descriptions and imagery that make the advantages of cold plunging more tangible.

This interactive approach ensures the PDP remains visually compelling and easy to navigate—keeping potential buyers engaged while reinforcing the product’s value.

4. Trust-building testimonials

Next, Submerge’s PDP goes beyond basic product details by strategically incorporating social proof, clear feature explanations, and interactive media to reinforce credibility and keep visitors engaged.

A three-card slider features endorsements from industry experts. These high-impact testimonials, seamlessly integrated using Instant’s drag-and-drop testimonial sections, provide the social proof needed for high-ticket purchases.

5. Feature breakdown

Another impactful section is the breakdown of the five core features, including text and an image. 

Using Instant’s flexible grid layout, these sections are stacked intuitively, ensuring a smooth browsing experience.

6. Easy installation section

Many of Submerge’s customers may be new to ice bathing, so this dedicated “Easy Installation” section helps to further reduce friction, breaking setup into four simple steps with visuals to guide buyers through the process. 

This section uses animated effects to capture shoppers' attention; upon mouse hover, the images come to life.

7. Why Submerge section

Now that customers understand what the product is and the key benefits, this next section helps clarify why they should purchase it (rather than the alternative: ice bathing at the gym or a spa).

The design of this section is easy to skim, which makes the key benefits stand out.

8. Engaging video demonstrations

Customers who understand your product are much more likely to complete their purchase, which is why Submerge’s next section features an interactive “How it works” video slider that activates on hover. 

This dynamic content reinforces product health benefits in a visually compelling way.

9. Embedded CTA form

Submerge Ice Bath doesn’t just rely on direct sales—it also nurtures potential customers with a well-placed embedded CTA form.

Considering that many customers may be new to ice bathing, this is a smart strategy!

The call-to-action invites visitors to take the first step toward cold therapy by joining a free 7-day Cold Immersion Challenge. This low-commitment offer allows hesitant buyers to experience the benefits of ice bathing without pressure, building trust and confidence before purchasing.

As an added incentive, participants who complete the challenge receive a $250 discount on the Cold Plunge System, creating a clear path from engagement to conversion.

10. FAQ accordion

Nearing the end of the page, a well-structured FAQ that answers key questions about the Cold Plunge Tub.

Using an expandable accordion format, this section keeps the page clean and organized while allowing customers to access the information they need without overwhelming them.

11. Customer reviews 

Lastly, the bottom of the PDP is dedicated to real customer reviews, providing authentic social proof to reinforce trust and confidence.

Shoppers can filter and sort through reviews, making it easy to find relevant feedback based on their specific concerns—whether it’s product performance, ease of setup, or overall satisfaction.

This transparent approach allows potential buyers to see genuine experiences from past customers, helping them feel more comfortable committing to a high-ticket purchase.

By strategically integrating trust-building elements, interactive engagement, and customer validation, Submerge’s PDP creates a seamless and persuasive buying journey, setting a strong example for other eCommerce brands.

The impact of using Instant for PDP Design

By leveraging Instant’s no-code page builder, Submerge Ice Bath created a visually compelling, highly functional, and conversion-focused PDP. 

“I’m not a developer, but since I was already quite familiar with Figma and other design tools, so Instant Page Builder was fairly intuitive. We were able to successfully launch a fully customized page without any dev input, and the ability to make changes on the fly keeps us nimble and flexible.” Morgan - Creative Director, Submerge Ice Bath

The page effectively integrates: 

• Social proof (via App Island for embedded reviews)

• Clear pricing and discounts that drive urgency

• Interactive elements (sliders, hover effects, video previews) 

• Trust-building testimonials and warranties

• Lead generation with a smart discount strategy

The flexible content structure keeps the page scannable and engaging, ensuring visitors absorb key information without feeling overwhelmed.

Conclusion: What makes this PDP design so effective?

Submerge Ice Bath’s PDP is a prime example of how a well-structured, content-rich product page can drive conversions. With Instant’s flexible design capabilities, they successfully:

• Built trust and credibility through expert testimonials, social proof, and warranties.

• Improved engagement using dynamic sliders, interactive hover effects, and videos.

• Boosted conversion rates by emphasizing discounts, easy installation, and a risk-free purchase experience. 

What can other Shopify merchants like you take away from this case study?

• Use a structured, engaging layout that guides the user to key information.

• Leverage interactive elements like sliders, video previews, and hover effects.

• Ensure trust signals (reviews, warranties, guarantees) are prominent.

• Keep product details well-organized to prevent overwhelming visitors.

For brands looking to elevate their Shopify PDPs just like Submerge did, Instant provides the flexibility and tools to create high-performing product pages without coding.