Increase the Average Order Value for Your Ecommerce Store

As an ecommerce store, you have to hold arising with new methods to extend your income.

Nevertheless it’s a standard false impression that you have to discover new prospects to generate extra gross sales. That’s not the case.

In truth, there are many methods to extend income with out buying new prospects.

Slightly than making an attempt to get extra transactions in your ecommerce web site, you ought to be specializing in techniques that improve the quantity of every transaction.

Don’t get me improper. Clearly, new prospects and extra transactions are nice information for your corporation. Nevertheless it’s not the solely method to make more cash.

What’s the common order worth in your platform?

You need to be monitoring this metric always. If you happen to’re unfamiliar with average order value, abbreviated as AOV, it’s very easy to calculate.

Techniques that enhance your AOV work for new in addition to current prospects.

It’s all about the method you show info in your web site.

I do know what a few of you is likely to be pondering. Your present common order worth is ample. Do you actually need to make any modifications?


In terms of an AOV, there’s all the time room for enchancment. In fact, the sky is the restrict.

Use this information as a reference for growing your AOV. When you apply these methods, your ecommerce income will improve in consequence.

Set a minimal for free supply

Free supply has a serious affect on ecommerce conversions.

In truth, 60% of consumers will abandon their procuring carts throughout the checkout course of in the event that they’re introduced with further prices, reminiscent of transport.

I’m an enormous advocate of not passing these transport prices onto your prospects.

That stated, you don’t want to supply free transport on each order. Right here’s what I imply.

At the finish of the day, somebody has to pay for transport. It’ll both be you or the buyer.

Simply embody these transport prices in the value of your merchandise.

That method, transport is perceived as free to the buyer, however you’ll nonetheless be capable to cowl these prices with their buy.

If you wish to improve the common order worth, set a minimal buy quantity for free transport eligibility.

REI makes use of this technique:


Check out this procuring cart.

The entire value of the merchandise in the cart is $22. However this whole isn’t sufficient to be eligible for free transport.

REI reminds its prospects in two locations on this web page that orders over $50 ship free.

Because of this, individuals can be extra inclined so as to add extra gadgets to their carts.

Why pay for transport in the event you don’t should?

Assuming the buyer on this situation took the bait, REI was in a position to improve the buy quantity of this transaction by greater than double the preliminary worth.

Upsell on the checkout web page

Probably the most profitable ecommerce retailers discover methods to upsell to their prospects proper earlier than they finalize the buy.

Nevertheless, you have to watch out in the event you resolve to implement this technique. Right here’s why.

Upsells shouldn’t take away from the preliminary buy intent.

By the time your prospects attain your checkout web page, they already added gadgets to their carts and wish to convert. Don’t let your upsell be a distraction that ultimately hinders them from finishing the buy.

The shopping for course of must be as fluid as attainable, with minimal friction. So don’t make the upsell an additional step.

Let me present you an amazing instance of an upsell from Jetties Bracelets that illustrates what I’m speaking about:


Primarily based on what the buyer added to their procuring cart, the web site routinely generated an upsell of different gadgets regularly bought collectively.

If the buyer desires so as to add these upsells to their cart, all they should do is click on one button.

This takes the worth of this order from $9 to $27.

As you’ll be able to see, a easy upsell on the checkout web page can triple the order quantity. Simply ensure that it isn’t distracting or pressured upon the buyer.

You need them to transform even when they don’t go for the upsell.

Supply bundle reductions

Bundle or bundle reductions present an incentive for prospects to spend extra money.

The idea behind this tactic is easy.

You’ll be able to generate extra earnings by focusing in your pricing technique. Most pricing fashions make it costlier to purchase a single merchandise.

But when the buyer is prepared to purchase increased portions of that merchandise, they’ll obtain a reduction relying on how a lot they’re prepared to spend.

It’s the primary technique behind “shopping for in bulk,” which is widespread for B2B firms.

Nevertheless, you’ll be able to apply the similar methodology to your B2C ecommerce store. Clients shouldn’t have to purchase 1000’s of cases of the similar product to get a amount low cost.

Take a look at how MeUndies accomplishes this:


The model makes use of this technique throughout its ecommerce web site.

For starters, it advertises that prospects can save as much as 35% off by buying packs.

Then, in the event you take a look at the web site’s navigation menu, you’ll see that “packs” is one in every of the 5 choices for segmenting merchandise.

The corporate reinforces these reductions when a buyer clicks on a pack to buy.

For this pack of underwear, MeUndies gives a reduction for shopping for three pairs as an alternative of 1.

Nevertheless, if the buyer buys a 6-pack, the value per pair goes down much more. Clients will profit from extra financial savings in the event that they purchase a 10-pack.

The value of 1 pair of underwear is $20. However in a 10-pack, it’s $15 per pair.

This technique encourages individuals to spend extra money as a result of it makes them really feel they’re getting a greater worth.

Clients can get a 25% low cost by spending extra money. Because of this, you’ll profit from getting the next common order worth.

Embody a present wrap choice

One other method to improve the AOV of your ecommerce store is by enhancing the worth of your merchandise.

What are you able to do to make your merchandise extra beneficial?

One technique I like is the present wrap choice.

Throughout the holidays, 82% of shoppers plan to purchase presents on-line. However holidays aren’t the solely time of the yr when individuals purchase presents.

Individuals get presents for birthdays, weddings, graduations, retirements, and different milestones. Your present wrapping characteristic ought to be obtainable three hundred and sixty five days a yr.

Take a look at how Target makes use of this technique on its ecommerce retailer to extend its AOV:


On the checkout web page, buyers can point out whether or not their order features a present.

If the purchaser desires presents wrapped, it’ll value them an extra $5.99 per merchandise. An order with three presents provides roughly $18 to the procuring cart.

At this level, it’s all about comfort for the buyer.

With out this feature, the buyer must get the present despatched to their home, then wrap it themselves earlier than delivering it or re-shipping to the last recipient.

There may be nothing handy about that.

However the present wrap choice eliminates these steps and finally improves the buyer expertise. They’ll be completely satisfied to spend extra money.

Cost extra for personalised gadgets

Let’s proceed speaking about methods to reinforce the worth of no matter you’re promoting.

If you happen to can determine how one can apply this idea in your corporation, it can lead to a serious income improve.

That’s as a result of customers say they’re willing to pay 20% more for personalised merchandise.

You have to acknowledge this truth and modify your personalization technique accordingly.

Take a look at how The Perfume Shop does this on its ecommerce web site:


This firm offers its prospects an opportunity to get customized engravings on sure bottles.

Nevertheless, this improve comes with an extra value. However as you noticed, prospects are prepared and in a position to pay extra for customization.

It could be unreasonable for them to anticipate a premium characteristic like this to be obtainable at no extra value.

Incentivize minimal spending thresholds

I talked about minimal spending thresholds earlier. Having a minimal order quantity for free transport eligibility is an instance of this technique.

However free transport isn’t the solely method to encourage increased spending.

You’ll be able to arrange a reduction primarily based on spending quantities.

Right here’s an instance from the Rue21 ecommerce web site:


Clients can reap the benefits of getting 30% off their orders, which is a major quantity.

Nevertheless, there’s a catch. With a view to get the 30% low cost, they have to spend a minimal of $40.

This technique works nicely as a result of it additionally has a deadline.

As you’ll be able to see, the web site has a working clock, indicating when this promotion expires. Clients will really feel as if they should act quick to get this low cost earlier than it’s too late.

By combining these two methods, Rue21 is ready to improve its conversion charges whereas growing its AOV at the similar time.


Have you ever heard of BOGO?

BOGO stands for “purchase one, get one.” It’s as much as you to resolve the way you wish to fill in the sentence after that.

Purchase one, get one free. Purchase one, get one half off. You’ve received numerous choices to select from.

The rationale why BOGO works so nicely is as a result of it encourages individuals to spend extra money. In spite of everything, how might they cross on such a great deal? Right here’s what I imply.

You probably have a “purchase one, get one free sale”, it implies that if somebody buys two gadgets, they’ll get two free. In the event that they purchase three, they’ll get three free, and so forth.

Maurices makes use of this technique on its web site:


It’s the very first thing that you just see if you navigate to its ecommerce homepage.

Don’t let BOGO restrict your creativity right here. You’ll be able to run related promotions.

For instance, “purchase two, get one” free would encourage individuals to spend much more cash.

Both method, this technique may help you improve your common order worth.

Give money again

Making a money again system in your ecommerce web site will give individuals an incentive to spend extra money.

The extra money they spend, the more money again they’ll obtain. In the end, they’ll profit from these rewards as a lot as you’ll. It’s a win-win situation for everybody.

The Kohl’s cash system is a good instance:


For each $25 a buyer spends, they’ll obtain $5 in Kohl’s money.

This promotion is legitimate on its ecommerce web site in addition to in its bodily shops. You probably have brick and mortar retailers along with your ecommerce platform, you could wish to contemplate an analogous construction.

As soon as prospects spend cash, they obtain Kohl’s money in the type of a coupon.

These coupons are routinely saved of their buyer profiles.

Kohl’s doesn’t have any restrict on this spending. If a buyer spends $1,000, they’ll get $200 in Kohl’s money as a reward.

I do know what a few of you might be pondering. If the money again ultimately will get redeemed, wouldn’t it decrease the common order worth of these future purchases?

Not essentially. It’s unlikely that individuals will spend solely the quantity of their reward on these future purchases. Plus, you’ll be able to set expiration dates for the money again rewards, which is what Kohl’s does. There’s an opportunity not all of those rewards can be used.

Advocate merchandise to your prospects

Studies show 58% of consumers usually tend to purchase from on-line retailers who suggest merchandise primarily based on their prospects’ buy histories.

Along with utilizing details about their earlier purchases, you may also use prospects’ searching histories for product suggestions.

This technique works greatest in the event you encourage individuals to create buyer profiles. It makes it simpler for you to watch their behaviors.

It’s additionally efficient when you have a cellular app. In truth, personalised suggestions made my listing of the prime 10 options of a profitable cellular commerce app.

If you suggest merchandise to your prospects, it speaks to them. I talked about this earlier once I mentioned upselling.

However you don’t want to attend till the buyer reaches their procuring cart to supply suggestions. Right here’s an instance from the Sephora’s website:


Along with recommending and showcasing its bestsellers, the model additionally has a “really helpful for you part” on its homepage.

The gadgets displayed will range relying on who’s searching.

For instance, let’s say your ecommerce store sells sports activities gear.

One in every of your prospects lately bought a brand new set of golf golf equipment in your web site. The following time they go to your web site, you can suggest golf balls, tees, golf spikes, and different related equipment.

These suggestions will finally aid you improve your AOV.

Create a loyalty program primarily based on spending tiers

Loyal prospects spend extra money.

In truth, 82% of customers usually tend to purchase from companies providing loyalty packages.

Plus, repeat prospects spend 67% more money than new prospects. That’s why you have to learn to improve gross sales by implementing a buyer loyalty program.

Nevertheless, there are numerous several types of loyalty packages on the market.

One in every of my favourite choices is to create a program primarily based on spending tiers. That is the greatest method to get your current prospects to spend extra money every time they store.

Right here’s a take a look at the Nordy Membership advantages, which is a loyalty program from Nordstrom:


As you’ll be able to see, the advantages get higher as prospects attain every spending degree inside a calendar yr. These loyalty packages reward your prospects who spend the most cash.

For the most half, individuals most likely received’t spend $500 or $2,000 in a single buy.

Nevertheless, they could be prepared to spend an additional $50 or so on every transaction to get them one step nearer to the subsequent rewards tier.

By encouraging them to spend extra, you’ll improve your common order worth.


Whereas new prospects are all the time nice for firm development, they don’t seem to be a requirement for growing your income.

As a substitute of prioritizing buyer acquisition, it’s best to deal with methods that encourage each your current and potential prospects to spend extra money in your ecommerce web site.

The typical order worth is a metric you ought to be monitoring.

No matter your present AOV, I’m assured you’ll be able to enhance that quantity.

Unsure the place to start out? Use this information as a reference.

If you happen to implement the methods I’ve outlined above, you’ll discover a major increase in your ecommerce common order worth.

What steps is your ecommerce store taking to extend your AOV?

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