How BACKTEE built a stronger digital foundation and grew online sales by 67%

BACKTEE already had a strong brand and a clear position in the golf market. The next step was building a digital setup capable of turning more traffic into customers and creating a stronger foundation for continued e-commerce growth. The collaboration started with the webshop. Once the foundation was in place, the focus shifted to scaling demand through Paid Social and Paid Search.

Case start

April 2025

Industri

E-commerce

Team

Kanaler

Baggrund

BACKTEE is an established Danish golf brand with a strong product portfolio and a clear position in its category.

The brand already had demand and recognition, but the digital setup was not converting that potential efficiently enough into online sales.

The opportunity was therefore not simply to drive more traffic.

It was to build a stronger commercial foundation where the webshop, customer journey and paid media worked together.

Udfordringen

More traffic alone would not solve the problem

BACKTEE had an opportunity to grow its direct-to-consumer business, but scaling advertising on top of the existing setup would only solve part of the challenge.

The webshop needed to convert a larger share of its visitors.

At the same time, Paid Social and Paid Search needed a stronger foundation to scale from, so increased demand could translate into actual revenue rather than simply more sessions.

The question became:

How do you build a stronger e-commerce foundation first, and then scale demand on top of it?

Løsningen

The foundation came first

The collaboration started with the webshop.

We worked on creating a stronger customer journey, clearer structure and a setup designed to convert more of the traffic BACKTEE was already generating.

The objective was not simply a visual redesign.

The webshop needed to become a stronger commercial platform that could support higher traffic volumes and make future marketing investment more effective.

Conversion became part of the growth model

Once the new foundation was in place, conversion became a much bigger part of how performance was evaluated.

Rather than looking only at traffic and media metrics, the full customer journey became part of the growth model.

This created a setup where improving the webshop could directly increase the value generated from every visitor.

Demand was scaled on top of a stronger setup

With the webshop in a stronger position, Paid Social and Paid Search could be scaled on top of it.

Meta was used to generate demand and reach relevant audiences, while Google Ads captured customers with existing purchase intent.

The important difference was that the traffic was now being sent into a webshop built to convert more efficiently.

Performance was evaluated against the business

The focus was not simply on individual platform metrics.

Marketing performance was evaluated against what happened further down the funnel:

Sessions
Conversion rate
Orders
Online sales
Marketing investment as a share of revenue

This made it possible to evaluate whether growth was actually improving the economics of the online business.

Resultatet

More value from every visitor

The development can be seen across the entire digital customer journey.

BACKTEE generated 46% more sessions, while online sales grew by 67%.

That means sales grew significantly faster than traffic.

A central reason was the webshop.

The conversion rate increased by 35%, while the number of orders grew by 61%.

BACKTEE was therefore not only bringing more potential customers into the webshop. A significantly larger share of those visitors also became customers.

At the same time, advertising investment represented just 5.84% of revenue during the period.

The key results:

+67% online sales
+61% more orders
+35% conversion rate
+46% more sessions
Advertising investment equal to only 5.84% of revenue

That makes the case bigger than a traditional paid media case.

Looja first helped build the digital foundation and then scaled demand on top of it.

The result was a setup where traffic grew, conversion improved and online sales increased faster than the number of visitors.

Looja has helped us with both the webshop and marketing to create better alignment between the two. We've had a stronger setup, better performance and a much better foundation for scaling.