“The creative process that Wallop employed during the creation of the Backun Musical website was professional in every application. Wallop listened, rather than talked. They gambled, rather than played it safe. Most importantly, they delivered an initial concept that was so amazing, it negated the need for additional rounds, saving us time and money. Great things happen when you put your clients first. Wallop does it at every turn.”
- Joel Jaffe, MBA
Project Consultant to Backun Musical Services Ltd.
Background
What began as a small woodwind instrument shop has evolved into a thriving design, manufacturing and repair operation with devout customers across the globe.
A Site Badly Out of Tune
Despite their success offline, Backun had one nagging problem that demanded attention: their website. By all accounts the existing site was under performing. Built entirely in Flash the site made search engine optimization and general maintenance near impossible for staff. iOS visitors were shut out entirely – a worrisome problem considering an increasing number of mobile visitors are on Apple devices. Small and infrequent product imagery left visitors feeling underwhelmed while user engagement via email sign-up and social media lagged. In concert with Backun’s Marketing Director, we hatched a plan to remedy these issues and build a site that satisfies both business goals and fosters community.
Get the Groove Back
We devised a strategy built around three key objectives: Construct a scalable platform that allows products to shine, make it easy for customers to locate Backun dealers and last but not least, grow the Backun Artist community.
The backbone of the site is the product section. Given the global nature of Backun customers it was absolutely critical we create an experience that both excites and informs without sacrificing usability. Product pages are supported by photo galleries, specification lists, testimonials from players and recommended items to facilitate further product exploration. In the event a visitor is ready to make a purchase or simply initiate a pre-sale inquiry, we provide several avenues to do so via contact forms and easy to use dealer map/list.
Growing their existing online Artist Community was another big goal. Amateur and professional musicians alike are encouraged to submit a profile for inclusion in the artist directory. This egalitarian showcase of musicians not only strengthens the bond between Backun and the people that use their products but also drives return traffic to the site. At last count the artist community had over 143 musicians.
This is not an transactional ecommerce website, so success would be measured through customer engagement. Therefore long tail and micro conversions were high on our list of priorities (namely through email sign-ups and connections on social media channels). Tools to facilitate this engagement were sprinkled liberally throughout the site. Already showing returns, the mailing list has grown by 10% in the first month since launch. And to accelerate the deployment of email marketing campaigns, we designed and developed email templates that Backun administrators can update and deliver on their own without knowledge of html code. Product inquiries and social media connections are on a similar trajectory.