You’ve probably got some questions.
Let’s clear those up for you.
What does Backline actually do?
If you get 1000 people to click a link and only 100 people buy the advertised product, that’s seen as a good result. However, that also means that 900 people didn’t buy it. So, at the core of this is one question: why are people dropping off throughout the conversion journey and what can we do to stop this?
Backline uses data science, consumer neuropsychology, and years of marketing experience to help you answer that question. We analyse every front-end and backend facet of a D2C storefront, crunch your conversion rates, and review your sales journeys, and suggest a set of potential optimisations based on data-proven pain points, creative design, and first-hand digital marketing experience in the music space.
Then, if you’d like us to, we can work with you and your tech team to implement these changes, and continually track, tweak, and refine these implementations until we’ve eliminated the pain point.
How do you actually do it?
We use data science to analyse what we can see. We use experience to know why it isn't working, and we use a combination of the two to suggest, and continue to tweak and refine, solutions until we have fixed the problem—until it is no problem. Because for every 1%, for every 0.1%, and every extra 0.1 second of the page load time, you make more money.
If you’d like to know more about the technical side of Backline, just head here.
What makes you different from a digital marketing company?
Marketing and social media agencies are integral to any D2C-driven business, but their job is just to get eyes on your end product. We’re more than that, because marketing is more than just getting eyes on something; it’s as much about working out why people aren’t converting as working out why they are.
Sure, you can A/B test your ad assets and copy for a better CPC or ROAS, but you’re always limited by the quality of the sales or conversion portal that you’re directed towards. Our data science expertise can fix that. And similarly, you can fine-tune your website to within an inch of its life - but if your brand doesn’t have a great story, and a purpose, and a world-class look and feel, then nobody’s going to give a damn.
Luckily, we’ve been building narratives for world-class artists and brands for 15 years and counting - so we like to think that we can fix that too.
What do you charge?
We understand that every business is different, so we offer a range of flexible tiered pricing options to suit every budget and project need. Drop us a line to find out more.