Case Study: Alice McCALL


Magento 1 Enterprise



The Brief:

Alice McCALL needed a digital partner with all the experience of a large agency but with a boutique, bespoke feel. Together, we set and achieved goals to increase brand exposure, international traffic and online sales.



alice McCALL approached MindArc in July 2016 when they decided the time was right to find a digital partner. As a long standing Magento merchant, alice McCALL were looking towards the next phase of their growth as a company and needed a partner they could trust to guide them through the incline.

With a culture defined by their playful, feminine designs and Australian roots combined with their innovative digital marketing and keen approach to ecommerce, we knew immediately that we would be the right partner for alice McCALL.

We quickly matched the alice McCALL account to a MindArc Digital Producer with a strong background in luxury fashion ecommerce and acute understanding of the digital landscape of Australian fashion.



Our partnership began with an audit for quick-win performance and UX optimisations which was closely followed by a digital roadmap to plot out key events, such as Black Friday/Cyber Monday, Vogue Online Shopping Night, MBFWA and key collection drops.

With this structure in place, we were able to create a set of data driven recommendations for alice McCALL in line with their digital strategy for the upcoming months.

To ensure continued success, we set monthly meetings for strategic planning and

 weekly touch points to track the progress of the roadmap.


We designed a concept for a Collections Page to launch the MBFWA Collection to help users interact with the Alice McCALL brand.



  1. Traffic Growth
  2. International Traction
  3. Brand Exposure

One of the key goals which we discussed at the start of our relationship was conversion increase, traffic growth and international traction. Australian designers do famously well in the United States and it was only a matter of time before alice McCALL followed suit and joined her contemporaries on the international stage of NYFW.



Through a structured, data-driven approach to UX and Development, alice McCALL have seen some incredible results on the Magento platform. The international reach has broadened thanks to the deployment of multi-websites to target overseas audiences with customised promotions, content and product offerings and this has been bolstered by custom social integrations to create a stronger brand experience. Performance optimisations have seen a 40% reduction in average page load times and use of CDN servers has contributed to a US traffic increase of 92%. The result of careful planning, strategic deployments and performance optimisations have been an increase in conversion and an uplift on their conversion rate.


With a mobile first approach, we were able to help funnel users to the right page and through to the pre-order functionality.


Client Testimonial:

“We were looking for a digital partner that had all the expertise & experience of a larger agency, but with a small agency feel. Since partnering with MindArc, alice McCALL has been able to achieve new records in traffic growth, brand exposure & sales.” – Katherine, Digital Manager at alice McCALL