With so many similar items on the site, like three versions of the same shirt in different conditions, the team at Classic Football Shirts saw shoppers struggling to find what they needed. They partnered with Crobox to bring in a more helpful shopping experience: a Shirt Finder that asks a few questions and shows the most relevant results straight away.
From day one, the impact was clear. Shoppers who used the tool were nearly twice as likely to buy. Those who used it across multiple sessions were 5x more likely to convert.
Classic Football Shirts is home to one of the world’s largest collections of authentic football kits, spanning decades of club and international history. With a growing assortment of vintage, new, and one-of-a-kind items, they serve collectors, superfans, and casual buyers alike.
As their catalog grew, the team started noticing an issue: shoppers were spending just 6–7 minutes on the site and often leaving without finding what they wanted. Visitors were overwhelmed by the sheer volume of products, many of which looked nearly identical at first glance.
This wasn't just a conversion problem, it was a discovery problem. How do you help someone find the right shirt when there are five nearly identical listings with different prices and conditions?
Before Crobox, the team tried to build something similar in-house: a form-based quiz that returned suggestions via email. But it was slow, hard to scale, and disconnected from the on-site experience.
Crobox helped them build a Shirt Finder that worked directly on the site and could be customized without needing a developer. It felt like a natural extension of their brand: easy to use, quick to load, and designed to highlight shirts that might otherwise go unnoticed.
The Shirt Finder saw immediate traction. Customers using it were twice as likely to buy compared to those who didn’t. And when they returned and used it again, conversion rates were 5x higher.
The tool also helped surface shirts that weren’t part of regular campaigns or social posts, giving new visibility to products buried deep in the catalog.
On the qualitative side, both the team and customers found the experience fun, intuitive, and genuinely helpful. It made the complex catalog feel manageable and even enjoyable to browse.
For Jamie and the team, the Shirt Finder has become a key part of the site. It blends into the experience so well that many customers assume it’s always been there.
