Case Study: How Kozakh Used Customer Feedback to Drive Conversions

When Greg Fisher and his wife Cynthia started Kozakh, their handmade jewelry brand quickly went from selling at LA street markets to becoming a wholesale partner with major retailers like Nordstrom and Anthropologie. But when the pandemic hit, they had to shift gears and dive into direct-to-consumer eCommerce, which came with new challenges. They were selling, sure, but Greg realized they didn’t actually know why customers were buying their jewelry.

At one point, Greg considered shelling out $20,000 for a rebranding agency to help clarify their message. But something didn’t feel right, so he paused and decided to try Conversion Crimes instead. The result? A 15-20% bump in conversion rates and a much clearer idea of who their customers were and why they were buying—all for a fraction of the cost and time.

Here’s how Greg used Conversion Crimes and the Jobs to Be Done (JTBD) framework to figure out what really mattered to Kozakh’s customers, and how that led to real growth.

The Challenge: Not Knowing Why Customers Buy

Kozakh was doing well, but Greg and Cynthia couldn’t quite pin down what was making customers connect with their jewelry.

“We knew people liked our stuff, but we didn’t know why,” Greg said. “Should we rebrand and change things, or just focus on refining what’s already working?”

Greg was ready to drop a lot of money on a rebrand, but the more he thought about it, the more unsure he became. The agencies he spoke with seemed to care more about redesigning logos and visuals than figuring out what Kozakh’s customers actually cared about.

“We were about to spend a fortune on a rebranding agency,” Greg shared, “but I started thinking, what if we just end up with a fancier logo and no real results?”

The Turning Point: Focusing on Customer Insights

Instead of throwing money at a rebrand, Greg decided to work with Conversion Crimes to really understand what drove his customers. Instead of focusing on how things looked, the Jobs to Be Done (JTBD) approach helped Greg understand the deeper reasons why people were buying Kozakh’s jewelry.

The JTBD framework digs into why customers are choosing a product—what problem are they solving, or what need are they meeting? For Kozakh, the answer wasn’t what they had originally thought.

“That’s when it clicked,” Greg explained. “We didn’t need a whole new brand. We just needed to understand why people were buying our jewelry in the first place.”

Conversion Crimes ran customer surveys that gave Greg some surprising insights. It turned out customers weren’t buying Kozakh jewelry as gifts, which the team had always assumed. Instead, customers were buying for themselves, looking for high-quality pieces that reflected their personal style.

“People cared about the quality and style, but more than that, they were buying for themselves. That was huge for us to know,” Greg said.

With this newfound clarity, Greg and his team could stop guessing and start making smarter decisions. “We didn’t have to reinvent the wheel,” Greg said. “We just had to double down on what was already working.”

The Solution: Making Smarter, Faster Changes

Armed with the insights from Conversion Crimes, Greg’s team didn’t waste any time. They updated their homepage, product descriptions, and ad copy to highlight what really mattered to their customers: quality, style, and self-expression.

Instead of wasting six months and $20k on a rebrand, Greg spent a fraction of that with Conversion Crimes and got the answers he needed in just one month. This allowed him to make quick, targeted changes, avoiding the risk of fixing what wasn’t broken.

“We got clear, actionable insights and implemented them right away,” Greg said. “And the results were almost immediate.”

The changes were simple but effective. Just by tweaking the messaging, Kozakh’s homepage conversion rate improved by 15-20%.

“Our conversion rates jumped across the board,” Greg shared. “Marketing, product pages—everything worked better once we focused on what our customers actually cared about.”

The Results: A 15-20% Conversion Boost

Within a month, Kozakh saw major improvements across their site. Conversion rates on key pages jumped by 15-20%, and ads featuring the updated messaging saw higher click-through rates. The insights Greg got from Conversion Crimes didn’t just improve Kozakh’s sales—they made the entire brand feel more aligned with their customers.

“Our average conversion rate went up by 15-20% on our most important pages,” Greg said. “The JTBD framework helped us understand what really mattered to our customers, and Conversion Crimes made the whole process easy and affordable.”

Conclusion: Understanding Customers Drives Real Growth

For Kozakh, working with Conversion Crimes and using the JTBD surveys turned out to be a smart, cost-effective choice. Instead of spending tens of thousands on a rebrand, Greg got real insights that helped his team improve messaging, engage customers better, and boost conversions.

“If we’d gone with an agency, we might’ve spent $20k and still missed the mark,” Greg reflected. “But with Conversion Crimes, we got real, actionable insights, and we saw the results right away.”

Key Takeaways for eCommerce Stores:

Understand Your Customers’ Jobs:

You might think you know why people love your product, but you’d be surprised what you find out when you ask. Making assumptions can lead to decisions that don’t line up with what your customers really care about. By asking and studying your customers, you’ll get the real reasons they buy—and you can use that to shape messaging that actually works.

Avoid Wasting Money on Guesswork
Greg was able to skip a $20k rebrand that might’ve missed the mark entirely. By getting real customer insights first, he knew exactly what to change—and what not to touch—saving time, money, and headaches.

Small Changes, Big Results
It didn’t take a massive overhaul to see results. By making a few small, targeted updates based on real customer feedback, Greg saw a 15-20% boost in conversions. It goes to show that sometimes, the little things make all the difference.

Invest in What Actually Matters
Instead of spending a fortune guessing, Greg spent a few thousand dollars understanding what his customers really cared about—and it paid off big. Knowing what drives your customers can save you money and help grow your business faster.

Ready to Get Started?

If you’re thinking about a redesign or just want to see better results from your eCommerce store, Conversion Crimes can help you figure out exactly what your customers care about. With our Jobs to Be Done (JTBD) surveys and conversion studies, you’ll get real insights to make smart, data-driven changes—just like Greg did with Kozakh. No more guessing, just informed decisions that can really move the needle.