Case Study

Mr Collectable gained 30% more Revenue Per Visitor, by understanding what their customers actually wanted.

Mr Collectable is a Melbourne store selling authentic anime figures, trading cards and collectables, sourced from Japan and shipped from Australia. Their site looked like every other collectables store, so Mr Collectable partnered with Kozler to make it feel like somewhere collectors belong.

Mr Collectable is a Melbourne store selling authentic anime figures, trading cards and collectables, sourced from Japan and shipped from Australia. Their site looked like every other collectables store, so Mr Collectable partnered with Kozler to make it feel like somewhere collectors belong.

Storewide Revenue Lift

Revenue Per Visitor+30%
Conversion Rate+12%
Average Order Value+16%

Same traffic. More revenue per visitor.

Here’s the process we ran on Mr Collectable to get these results

Kozler research, prototype, verify process

Step 1: Find the leaks

We ran workshops to understand who collects, and what stops them buying online. Then we went through the store looking for every place it failed those customers. What came out was a ranked list of what was costing them money.

Step 2: Build better experiences

We rebuilt the pages costing them the most. A homepage that shows collectors who they're buying from. Product pages that prove the goods are real. Browsing that works the way collectors think.

Step 3: Roll out and track the results

We took the new store live, then watched how customers actually used it. Heat maps, session data and customer feedback showed us what to adjust. We kept refining from there.

Core Changes

Built a recognisable brand

Problem

Mr Collectable had no identifiable brand. The old site was a product catalogue in a default Shopify theme, with manufacturer photography.Cover the logo and it could have been any collectables store in the world.

That's a serious problem in a category built on trust. Collectors are handing money to a stranger for something they can't inspect, from a hobby where fakes are common. A store with no personality gives them nothing to trust and nothing to remember either. The workshop was explicit that these customers want to buy from people who share the obsession, and the site gave them no way to tell whether anyone did.

What we changed

  • Created the Mr Collectable character:
    A chibi collector who now carries the brand across the entire store.
  • Built a red, black and white manga-style identity around him:
     a direct nod to where the products come from. The speed lines, the bold blacks and the hand-drawn feel are the visual language collectors already read every day.
  • Put him everywhere the brand needs a voice: The hero, the trust cards, the product pages, the About page, the footer, the logo.
  • Used him to make the serious points land:
    Authenticity guaranteed, safe delivery, fast packing ,delivered by a character rather than a badge, in language collectors actually use.
Before After
After
Before

Home Page Hero

Home page

Problem

The old homepage sold products. The hero was a Dragon Ball figure promotion with a price starburst on it, effectively a manufacturer's ad, aimed at someone who already knew what they wanted and had their card out.

For everyone else, the page never answered the questions that actually stop people buying collectables online. Is this real or a fake? Who is this shop? What's shipping going to cost me from Japan? Those doubts are the entire reason a collector hesitates, and nothing on the page acknowledged any of them.

What we changed

  • Rebuilt the hero around the brand, not a product. It now says who Mr Collectable is for and why that matters, so a first-time visitor knows within seconds whether they're in the right place.
  • Answered the three big objections above the fold. Authentic products, shipped from Melbourne, 4.9 stars from over a thousand customers — all visible before anyone scrolls.
  • Tackled the fake-product fear head on. Buying collectables online carries a real risk of paying for one thing and receiving another, and it's the single biggest reason people don't order. Rather than a trust badge, we built a section that names the fear directly — ordered Goku, got Ginyu — and guarantees against it.
  • Put social proof everywhere it was missing. Reviews had been one button in a row of six. Star ratings now sit on every product card, with a testimonials section further down the page.
  • Restructured browsing around series instead of format. The old categories were action figures, plushies, trading cards. But collectors don't think in formats — they follow franchises. Dragon Ball, One Piece, Pokémon and Digimon now lead the page, matching how customers actually search.
  • Explained Ichiban Kuji instead of linking to it. It's a household name in Japan and almost unknown in Australia, so a link labelled "Ichiban Kuji" meant nothing to the target market. We built a three-step explanation of how it works — because you can't sell something people don't understand.
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Before

Homepage middle

Search

Problem

Anime and collectable product names are brutal to type. Kimetsu no Yaiba. Zenitsu Agatsuma. Ichiban Kuji.

Australian collectors know exactly what they're after, the workshop showed these customers follow release schedules and research what's coming, but knowing a character's name and spelling it correctly are different things.

The old search took what you typed and looked for an exact match. Get a letter wrong, or type half the name, and you'd be told there were no results, for a product sitting in stock.

What we changed

  • Built predictive search that returns results from the first few letters, so typing "plus" surfaces plushies without the customer finishing the word.
  • Added product images and prices directly in the dropdown, so customers can recognise what they want visually rather than parsing text.
  • Surfaced collections alongside products, so a search for one item opens the door to the whole category.
  • Made partial and imperfect spelling work, which matters enormously for Japanese product names.
Before After
After
Before

Product Page Optimisation

Problem

The product page opened with a photo and nothing else. On mobile the image filled the entire first screen, no title, no price, no stock, no button, so customers landed on a picture and had to scroll to find out whether they could buy the thing.

Below it sat the manufacturer's description, expanded by default and running eight screens deep on a phone. It's the same copy every other retailer selling that product has, so it did nothing to explain why to buy it here. And the page never answered the question our workshop found mattered most to collectors: is this real? A generic 100% AUTHENTIC badge sat in a grid of stock icons customers have learned to ignore.

What we changed

  • Answered the authenticity question above the product title: Every page now leads with the licensed brand — "Authentic UVS Games Product" — so the first thing a customer reads is the reassurance they came looking for.
  • Rebuilt the buy box so the whole decision fits on one screen: Title, price, stock, quantity and Add to Cart are visible without scrolling, on desktop and mobile.
  • Collapsed the description into accordions: The detail is still there for customers who want it, and out of the way for everyone else. On mobile this alone removed around eight screens of scrolling between the customer and the rest of the page.
  • Made stock scarcity visible: "1 item left" became "3 in stock — almost gone!" with a depleting indicator. Same information, considerably more urgency.
  • Put the free shipping threshold under the Add to Cart button: A customer looking at a $229.99 product now sees they're $20 from free shipping at the exact moment they're deciding.
  • Moved Frequently Bought Together into the buy box: with a one-tap Add to Cart on each item instead of tickboxes.
  • Replaced the stock trust badges with the brand's own trust cards: authenticity guaranteed, safe delivery, packed and shipped from Melbourne within two business days. Written in the customer's language rather than in badge-speak.
  • Added star ratings to related products:, so social proof appears where customers are still choosing.

Collection Page Rebuild

Problem

Collection pages opened with three paragraphs of description before a single product appeared. That copy exists for search engines, but it's a customer who has to scroll past it, and on a page whose only job is to show products, the products were below the fold.

Once you reached them, the layout worked against the merchandise. Six narrow columns meant every image was a thumbnail, and for collectables the photography is the sale. A collector deciding on a $45 statue needs to see the sculpt and the paintwork. At that size, everything looks the same.

The range was hidden too. Dragon Ball ran to seven pages of pagination, and almost nobody clicks through to page two, so a customer browsing a 181-item collection saw the first two dozen and assumed that was the lot. Filters made it worse rather than better: a sidebar ate a fifth of the page width on every screen, and all five filters were collapsed by default, so the space was spent on nothing.

What we changed

  • Put products first: The description moved off the top of the page, so customers land on the collection rather than on copy written for Google.
  • Rebuilt the grid so products aren't all the same size: Statues and premium pieces now run wide, at a scale where the detail is visible and the photography can do its job.
  • Replaced pagination with Show More: keeping customers in one continuous scroll instead of asking them to click into a second page most people never reach.
  • Moved filters from the sidebar to a horizontal bar: giving the width back to products and making filtering usable on mobile.
  • Added star ratings to product cards: so social proof appears while customers are still choosing.
  • Showed the collection size: 181 items, so customers know the range is deep before they start scrolling.
  • Fixed the broken product cards: where oversized images overflowed their tiles and covered the price underneath
Before After
After
Before

collection page

What a result like this could mean for your store

Your forecast

With a +30% Uplift

+$0

Extra per month

Extra annual revenue +$0

Your results will depend on your products, customers and implementation.

Want to see whether a lift like this is realistic for your store? Book an RPV Shopify Opportunity Call

Other Client Results

RPV growth+24%
Conversion rate+13%
Avg order value+10%
RPV growth+38%
Conversion rate+23%
Avg order value+12%
RPV growth+30%
Conversion rate+12%
Avg order value+16%
RPV growth+41%
Conversion rate+52%
Avg order value+7%
RPV growth+37%
Conversion rate+15%
Avg order value+19%

Same traffic. More revenue per visitor.

What our clients say

Katrina Springer

4 reviews

3 years ago

Zac and the team at Kozler have been absolute lifesavers! Together with my team they create and bring to life some unique marketing campaigns, strategies and website improvements. Their out-of-the-box ideas and solutions have been game-changers, and they've been total lifesavers for projects I just couldn't tackle myself. Plus, they're so lovely, friendly and approachable - I can't sing their praises enough!

Nick Pearce

8 reviews

2 years ago

Super diligent & professional outfit- have been extremely impressed & pleased with their strategies, tools, implementation & support. The growth audit was an incredibly worthwhile exercise.

Naveen Dey

1 review

3 years ago

Zac and the team from Kozler Business Solutions has been absolutely amazing, helping us to understand the needs the requirements of the business. The Growth audit provided by them showed us the right way to take the business ahead. They are very professional and try to provided maximum guidance required. I am continuing with Kozler for the bright future of the business.

Lucy Lonsdale

1 review

2 years ago

Zac and his team have been incredible to work with, not just helping us develop our websites to a high standard, but also advising on strategy. We will be working with Kozler for many more years to come!

Chris Loverseed

13 reviews

3 years ago

It's been great working with Zac and the team!
So much value added to my business already.

Inosha Campion

6 reviews

1 year ago

We saw great results immediately after we started working with Kozler. The strategy they implemented for our Ecommerce slow fashion business has been exceptional and we continue to see growth each month. Their team is extremely knowledgeable and collaborative and we look forward to working with them for many years to come.

Brendan McGill

13 reviews

2 years ago

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John Matheson

4 reviews

3 years ago

Zac and Sam have been great. They don't just do the work for you, they input thoughts for your consideration. Excellent to work with. They really care that you get a great result. 100% happy.

Pia Reynolds

3 reviews

2 years ago

Zac and Sam did a deep dive into my website and made some amazing suggestions on what would drive more sales! They took the time to really go over things with me which I really appreciated. Cheers guys!

Aaron McAllister

9 reviews

2 years ago

Zack is next level. No task is too big or too small. They have always been there to help. Support our business. I would Definitely recommend them to other business owners looking to scale and grow.

Andrew Chadwick

3 reviews

1.5 years ago

Highly Recommend,
Zac is very knowledgeable and an excellent communicator, his services are extremely adaptable to my unique and sometimes tedious needs, and he truly has a desire to see my business succeed.

Tina Roche

2 review

1 year ago

Working with Zac and the team at Kozler has been one of the most valuable decisions I’ve made for my business.

I came in thinking I knew what I wanted, but Zac helped me realise I needed clarity — not just a website. He guided me through the process of understanding what I was actually selling, who I was selling it to, and how best to communicate that. That clarity changed everything — not just for the website, but across my entire e-commerce business.

Amber | Complete Doors Online

1 review

10 months ago

We’ve been working with Kozler to optimise our Shopify backend and improve overall site performance — and the results have been fantastic. Zac and the team are responsive, knowledgeable, and genuinely invested in helping businesses grow.

They’ve streamlined key areas of our site, improved speed and functionality, and implemented backend systems that have made daily operations much easier. These changes have not only helped us grow but also significantly improved the overall customer experience on our site.

Highly recommend the Kozler team if you're after real support and solid, measurable results.

Natalie Uhrik

18 reviews

6 months ago

Working with Kozler has been such a rewarding experience. Zac and his team brought my vision to life so beautifully, redesigning my website with care and creativity while staying true to who I am as an artist. The process felt collaborative and inspiring from start to finish. Zac’s marketing insights were thoughtful and tailored — not just generic strategies, but ideas that truly resonated with my work and audience. I’m so grateful for his professionalism, patience, and genuine enthusiasm throughout. I’d wholeheartedly recommend Kozler to anyone wanting to elevate their online presence with authenticity and purpose.

Dana Ben David | Healthy Bud

6 reviews

5 months ago

What an amazing team. Dharp, reliable, and clearly masters of what they do.

Zac — thank you for going above and beyond with us. Your energy, candor, and ability to cut straight to what really matters is something we genuinely value. It’s not easy to find partners who challenge you in all the right ways while still being a joy to collaborate with.

We’re grateful for the guidance and excited for what’s ahead. Highly recommend the Kozler team.

Mark Smith | Gully Boards

5 review

4 months ago

Zac went over and above during our strategy sessions. His passion & knowledge for all things Ecom is second to none and I took so much away from our chats that I will be able to implement immediately into my business. Couldn't recommend high enough working with Zac and his team.

Brendan McGill

13 reviews • 10 photos

1 year ago

Zac rebuilt our Shopify store with incredible attention to detail. The new site is faster, easier to manage, and our customers love it. Highly recommend working with Kozler.

Andrew Chadwick

4 reviews

10 months ago

Professional, responsive, and genuinely knows Shopify inside out. Zac took our site from good to great and the results speak for themselves.

Lochlan Charlton

2 reviews

8 months ago

Outstanding work on our e-commerce rebuild. Clear communication throughout the project and a final product that exceeded expectations.

Mark | Complete Doors Online

6 reviews

11 months ago

Kozler transformed our online store. Sales have improved and the backend is so much easier for our team to use day to day.

Carbon 6 Brewery

1 review

9 months ago

Zac has been efficient, knowledgeable and great to work with in rebuilding our Shopify site. Highly recommended.