What is average order value (AOV) and how do you raise it?
Definition
Average order value, or AOV, is the average amount spent per order. Divide total revenue by the number of orders in the same period. A store with $50,000 in revenue from 1,000 orders has an AOV of $50.
Why it matters
Revenue is visitors times conversion rate times AOV. Raising AOV lifts revenue without more traffic, and it improves the margin left after shipping and payment fees, which are partly fixed per order.
Ways to raise it
A free shipping threshold set just above your current AOV, shown in the cart and mini-cart.
Related products on the product page and bundles that save a little.
Clear quantity controls in the cart.
A caution
A higher AOV helps only if conversion holds. Aggressive upsells can lower the rate of completed orders, so watch both numbers together.
Frequently asked questions
What is a good AOV?
It depends on what you sell. Compare it with your own past and with the price of your typical basket.
Should I show a free shipping bar?
If you offer free shipping above an amount, yes. It is one of the most reliable ways to lift AOV.