265. Increasing Average Order Value by 20% and Converting First Time Buyers With a Product Add-On

Today’s case study is a lesson in using customer feedback to evolve your brand. Despite uniquely positioning themselves as frameless prints for 15 years, Fracture recently made a surprising move. When Meredith English, who led teams at well-known consumer brands like Crocs and Daily Harvest, became the new CEO of Fracture, she recognized the customer demand for a framed option of their signature frameless glass photo prints, and took a calculated risk to roll out this product add-on. Introducing this add-on to their checkout resulted in a 20% increase in their average order value, improved their customer acquisition costs, and finally converted fence-sitters who had been sitting for ages on their email list into paying customers. Here’s exactly how Fracture made this decision and launched this add-on, and when it's smart to adapt your business to grow alongside your customers’ evolving preferences. View the transcript for this episode at: https://otter.ai/u/RpoGvP9Pdn_GV-_ZhZ38y3pWehA?utm_source=copy_url Thank you to our sponsor! Uplevel your healthy habits with Soursop's Cell + Immunity gummies and shakes! Get 20% when you use code 'CEO20' at https://www.soursopnutrition.com/ Connect with Meredith: www.fractureme.com  IG: @fractureme TikTok: @fractureme_ https://www.linkedin.com/company/fracture/  https://www.pinterest.com/fractureme/ Link mentioned in the episode Net Promoter Score software: https://fracture.asknice.ly/login/?uri=%2Fdash%2Foverview Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz If you enjoyed today's episode, please: Post a screenshot & key takeaway on your IG story and tag me @missellenyin & @cubicletoceo so we can repost you. Leave a positive review or rating at www.ratethispodcast.com/cubicletoceo Subscribe for new episodes every Monday. Join our C-Suite membership to get bonus episodes! Check out everything our members get at https://ellenyin.com/csuite Learn more about your ad choices. Visit megaphone.fm/adchoices