Through sheer determination and Ryan’s relentless pursuit of success, The Loop Loft built up
a hardcore audience of musicians interested in downloading his digital productions. Ryan
knew he had a great product when artists like Peter Gabriel, Rivers Cuomo, and Ad- Rock were
purchasing his drum loops.
On January 4th 2018 Native Instruments acquired The Loop Loft. Ryan moved back to Los Angeles
and settled into his role of managing a development team focused on creating new content for
the Native Instruments portfolio.
The Loop Loft began working with us in September of 2017. Ryan’s main goal was to show growth
and consistent revenue throughout Q4 2017 in anticipation of a “large” buyer acquiring the
Ryan’s digital marketing background showed as The Loop Loft already had all of the core email
funnels built out and then some. However, many of the flows were low performing and many of
the email addresses acquired over the years were of low quality.
One of our first initiatives was cutting out the clutter and focusing on making the top
performing flows, like the Welcome Series, convert at a higher level. We changed the Welcome
Popup experience to better align with his brand
and to convert a higher number of website visitors into email addresses. Additionally, we
removed low performing email addresses and flows from the account to focus on only the most
engaged Loop Loft subscribers
The Email Results
The new Welcome Popup nearly doubled the conversion rate of website visitors into email
addresses. We are able to convert these users at a high level by giving one time use
discounts blended with the expertise of Ryan explaining the benefits of using real musicians
for the loop productions.
Additionally we focused on updating the segmentations and designs for one-off campaign sends.
The emails that did not convert right away from Welcome Series were added to the weekly
email campaign schedule. The cleanup efforts helped The Loop Loft get better engagement,
which lead to more direct revenue flowing through the email channel.
In order to achieve aggressive revenue goals, one of our main initiatives was increasing the
Average Order Value (AOV). New customers tend to be hesitant on investing in a large number
of digital loops on their first order. We decided the best approach to increase the AOV for
the brand was to focus on existing customers.
Our first initiative was to test different incentives to keep people from exiting the
checkout page. We added an Exit Intent experience that offered an additional discount to
check out NOW vs. later. The coupon was auto applied to the cart to make the experience as
frictionless as possible.
Tiered Holiday Discounts
Next, during major shopping holidays like Black Friday and Christmas, we implemented a tiered
discounting approach that gave higher discounts the more you spent.For example, an existing
subscriber would visit the website most likely through an email or
Facebook Re-targeting ad and see the below sticky bar.
Once items get added to the cart, the sticky bar will tell you the amount needed to level up
to the next discount tier. Once you add over $50 worth of loops to the cart the below would
The idea is to encourage spending until a user reaches the highest discount your brand
offers. In Loop Loft’s case we decided to offer 75% off for $750+ worth of digital
Through strategic popup experiences, tiered discounting, and bundling, The Loop Loft
to increase their AOV by $6.29. Most importantly sales revenue
increased over 7% even though the total number of orders was down from the
While we focused on growth and driving revenue, Ryan was able to prepare for the biggest sale
of his career. A BIG music company was interested in acquiring the Loop Loft.
The Native Instruments Acquisition
On January 4th 2018, The Loop Loft officially became part of the Native Instruments (NI)
family of companies. Ryan remains CEO of The Loop Loft and focuses his time working on
integrating his passionate artists into the Native Instruments streaming service,
Post acquisition, our main focus was maintaining growth and revenue for The Loop Loft brand.
Although now part of NI, The Loop Loft remained relatively independent.
We built out campaign emails to announce the acquisition as well as leveraged Native
Instruments vast resources to create more engaging content. In addition, we introduced
Messenger to build personalized scalable conversations and drive more revenue.
Although a big company, Native Instruments moves quickly and is willing to test new channels
that directly lead to growth. They were one of the first companies where we built out true
personalized conversational marketing sequences.
Facebook Messenger is an up and coming channel that tends to get about 4X the engagement
email gets. In addition, Messenger tends to be more of a visual medium where gifs, emojis,
and videos play an important role in closing the sale.
We added in conversational Facebook Messenger sequences based on what the user was interested
in. For example, the above is what someone interested in Nate Smith might receive. The idea
is to give them information on each artist, products made by the artist, and the ability to
checkout directly through Messenger.
In addition, we were able to send product recommendations based on the type of music the
subscriber wants to hear. The OctaneAI engine integrated with Shopify to deliver the best
selling products based on genre or artist.
Conversational Messenger Marketing, product recommendations and lower funnel automations
contributed to about 5% of The Loop Loft’s total eCommerce revenue. In
addition, we were
able to cut down on customer service issues by automating FAQ responses and helping lead the
visitor to a sale with recommendations.
Messenger for Acquisition
Lastly, one of our most successful strategies was integrating Octane AI Messenger Platform
with Klaviyo (the email marketing platform for The Loop Loft). Facebook at times can be an
unstable platform. Acquiring an email address allowed us to send marketing on two different
Since Facebook already knows the user’s email, we were able to collect the subscriber with
one click. The email addresses collected tended to be highly engaged. Additionally, data
fields like Gender and Phone number were acquired to provide better targeting.
The Loop Loft owes its success to one person, Ryan Gruss. We helped him manage his account,
making small improvements, while he followed his dream of building a business for musicians
Ryan is a true content marketer in every sense of the word. He started the blog ryangruss.com
in February 2009 with the intention of giving away a free drum loop daily. Over the course
of 3 years he amassed such a collection and following that Ryan started charging a $10 a
month subscription fee to access his material.
The success of ryangruss.com became The Loop Loft, which finally became part of the Native
Instruments family. Want a blast from the past? Ryangruss.com is still active and you can
see the grit, determination, and passion it took to build a successful eCommerce company!