Hammamas Turkish Towels, a premium towel brand nestled on the Melbourne in southeast Victoria, Australia, approached AX Digital seeking a complete overhaul of their digital presence. Renowned for sourcing high-quality Turkish towels tailored to the Australian lifestyle, Hammamas needed a user-friendly, mobile-first eCommerce platform coupled with robust SEO strategies to expand their online footprint.
Tasked with rebuilding an underperforming website and reigniting digital marketing efforts, AX Digital delivered a fully redesigned eCommerce experience on WordPress. The project included custom web development, SEO strategy implementation, and campaign-driven marketing enhancements like Google Shopping integrations and custom promotions. Our mission: create a visually appealing, functional site that boosted traffic, conversions, and overall brand performance.
Create a mobile-optimised, SEO-rich eCommerce platform to increase visibility and drive online sales.
- Boost conversion rates through UX-focused design
- Rebuild Hammamas’ eCommerce store on WordPress
- Improve SEO performance and increase organic traffic
- Introduce scalable digital marketing tools (e.g., Google Shopping)
- Provide ongoing marketing support and analytics tracking
AX Digital took a full-spectrum approach to revitalise Hammamas’ digital storefront. This included a user-focused web redesign, SEO enhancements to drive organic growth, and the integration of smart digital tools to fuel campaign success and email performance. Every solution was tailored to ensure scalability and longevity.
Web Design & Development
Seamless technical improvements for a faster, more secure, and conversion-focused eCommerce experience.
SEO Organic Growth Strategy
Boosting organic visibility through smarter keywords, clean site structure, and local search optimisation.
Content Marketing
Integrated campaign analytics and smart promotional tools drive retention and reach.
Web Design & Development
Hammamas’ existing website was outdated and failed to reflect the brand’s premium feel. More importantly, it lacked the technical agility required for a mobile-first audience and didn’t support the level of customisation needed for marketing promotions.
Our Approach:
We rebuilt the site using WordPress, a powerful yet flexible CMS ideal for Hammamas’ growing needs. The entire design was crafted with a mobile-first mindset, ensuring the site was responsive and easily navigable on smartphones and tablets.
Key Tactics & Tools:
- Fully responsive WordPress theme tailored to eCommerce
- High-resolution imagery to highlight product quality
- Custom UX/UI enhancements to streamline the purchase journey
- Promotional modules (e.g., Buy 3 Get 1 Free) to improve average order value
Challenges & Solutions:
The primary challenge was designing a beautiful, functional layout that performed smoothly on mobile devices, where most of Hammamas’ customers engaged with the brand. We solved this through careful design iteration, mobile UX testing, and clean development.
SEO | Search Engine Optimisation
Hammamas needed stronger organic visibility to reduce reliance on paid channels and attract higher-intent traffic. Their previous SEO setup lacked structure, strategic keywords, and local optimisation.
We ran an in-depth audit and restructured the site to meet modern SEO standards. Our team identified core keyword opportunities like “Turkish towels” and “beach towels,” optimised content accordingly, and enhanced the site’s metadata, headings, and schema markup.
Key Tactics & Tools:
- Comprehensive keyword research using SEMrush
- On-page optimisation (title tags, H1s, alt tags, internal linking)
- Blog creation strategy with seasonal content themes
- Local SEO enhancements for stronger mobile/local searches
Despite some initial fluctuations in average position (down 15% to 17.2), we saw keyword count and impressions increase. Click-through rates improved significantly on tablet devices, confirming the success of our mobile-first SEO strategy.
Content Marketing Campaign Integration
Hammamas wanted to better understand their customer engagement and extend reach through tailored campaigns and smart promotional features.
We integrated Campaign Monitor for improved email analytics and set up Google Shopping feeds to present products directly to high-intent searchers. These tools gave Hammamas new insights and capabilities in their outreach strategy.
Key Tactics & Tools:
- Campaign Monitor email platform with analytics tracking
- Google Shopping feed for product promotion
- Smart promotional logic (e.g., bundle offers)
- Continuous performance tracking and refinement
We focused on enhancing customer interaction without relying on traditional Google Ads. Instead, success was driven by refined organic and promotional tools that worked in harmony with the new website’s UX.
Hammamas Turkish Towels now operates a high-performing, mobile-optimised eCommerce site that not only showcases their premium products but also drives measurable results. Through a combination of strategic SEO, smart campaign integrations, and thoughtful design, AX Digital helped elevate their digital presence. The client’s continued collaboration with our team stands as a strong endorsement of our work and shared vision for ongoing growth.