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!

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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

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