Increase Average Order Value (AOV)
Higher AOV lowers acquisition pain and shipping cost per order. Offer architecture, not discounting — bundles, thresholds and upsells engineered to AOV math.
Why it keeps happening
This isn’t one bug — it’s usually a stack of small leaks. These are the culprits we find most often:
- Single-item baskets — no reason to add a second product
- Discounts that train buyers to wait, not to buy more
- No free-shipping threshold tuned to lift basket size
- Upsell moments missed — product page, cart, and post-purchase
Metrics that matter
AOV, Items per order, Upsell attach rate, Margin per basket. Definitions live in the glossary — no jargon, no hand-waving.
How we fix it, step by step
Set the AOV target from costs
Margin math first: what AOV makes CAC + fulfilment + discount viable. Then engineer to it.
Design offer architecture
Bundles, combo pricing, B2G1 and volume tiers — value-based, not panic discounts.
Tune the free-shipping threshold
A threshold a few rupees above current AOV converts shipping into a basket-building tool.
Upsell at the right moments
Complementary products on the product page and cart; post-purchase offers that add, not annoy.
Measure AOV against margin
AOV up is only a win if margin holds — track items per order and margin per basket, not just AOV.
Services in this playbook
Related fixes
Fix It With Data, Not Hope
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