Tragic Beautiful

Leading online retailer of alternative, modern, and gothic women’s fashion.

Delivering a design that fits with powerful brand aesthetics and rebuilding the site to provide a user experiences that translate clicks to purchases.


Tragic Beautiful


2019 ‒ present


Platform Migration

UX/UI Design

Shopify Development

eCommerce Consulting

Ongoing Support & Optimisation


Previous site platform resulted in low conversion rates and loss of revenue

Our challenge was to capitalise on Tragic Beautiful’s strong customer knowledge to deliver a site that aesthetically and functionally resonates well with their market. Their previous Magento platform was slow, expensive, and not functioning as intended. This resulted in low traffic, low conversion rates and wasted efforts in digital marketing.

142% increase in revenue

95% total increase in orders

24% increase in AOV

No items found.

Platform Migration

Successful migration of over 250,000 records from Magento to Shopify; preserving the customer details, order history, and their huge catalogue of products.


Strong and Intuitive UX/UI Design

Creation of an aesthetically strong design that aligned with the brand. In addition, we made sure to allow customers to easily navigate through the large product range; and thus increase both conversion rate and average order value.


Customised Functionality

A simple but effective mega menu navigation structure to allow customers to browse the product range. Customised advanced filtering to allow users to refine their searches and find the perfect item.


Other functions to facilitate growth

In the first 30 days since launch:


Increased conversion


Increased Revenue

On-going partnership

Since we relaunched the site, we have continued to work with Tragic Beautiful - partnering with them as they continue to take their business to new heights. On a monthly basis, we add new functionalities and improvements through a data-led strategic approach to optimisation.

Over the last 12 months:


Increased revenue


Increase in total orders


Increase in AOV

Our old website and business were in trouble, but since launching the new site, we’ve seen great turnover for our products. Every month, we’ve had a 30% increase, which is excellent considering online retail is struggling in Australia.

Melanie Crammond, Founder of Tragic Beautiful
Tragic Beautiful

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“Brad has completely revolutionised our website and online presence with his incredibly forward-thinking and effective approach. By understanding the specific needs of our customers, he has implemented successful online sales strategies”.

— Neil Record, World Music Network