Average order value (AOV)
Total revenue divided by the number of orders over the same period.
$12,000 in revenue from 240 orders is an AOV of $50. Raising it grows revenue without more traffic, which is often cheaper than buying more visitors.
The usual levers are bundles, upsells and cross-sells, volume pricing and a free shipping threshold set just above your current AOV. Repeat Undies tested a new bundles layout and raised revenue per visitor by 8.47%, with no new products and no price change.
Test AOV against revenue per visitor
A higher AOV is only a win if it does not cost you more orders than it gains. Model the trade-off with the AOV A/B test calculator, and judge the test on revenue per visitor.
Put it to the test on your store
Test prices, themes, pages, shipping and checkout on Shopify, then ship the winning variant.
