S
SJPurdy
That indicates that the backing isn't the problem (as you also say it is rigid). It could be as suggested dust on the back of the tiles, or the surface of the adhesive air drying before the tile is positioned (ie taking to long between spreading and positioning the tile) - so wipe back of tiles, only spread the adhesive (notched trowel when ready) and back butter the tiles with adhesive as well before fixing.Adhesive is Bal grip + fibre enchanced ready mix
the adhesive stays mostly on the backing when they fall off. BTW a couple of the tiles have remained in place!!
Also check you adhesive, it should be a nice workable paste. If it is very stiff it may not be wetting/grabbing the tiles when you position them suggesting to me it may be old or faulty.