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Increase the Average Order Value for Your Ecommerce Store

As an ecommerce store, you could maintain arising with new methods to extend your income.

However it’s a typical false impression that you could discover new prospects to generate extra gross sales. That’s not the case.

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

Moderately than attempting 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 flawed. Clearly, new prospects and extra transactions are nice information for your enterprise. However it’s not the solely approach to earn more money.

What’s the common order worth in your platform?

Try 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.



Ways that enhance your AOV work for new in addition to present prospects.

It’s all about the approach 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 really want to make any modifications?



Relating to an AOV, there’s at all times room for enchancment. In reality, 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 impression on ecommerce conversions.

In reality, 60% of consumers will abandon their purchasing carts throughout the checkout course of in the event that they’re offered with further prices, resembling delivery.

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

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

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

Simply embrace these delivery prices in the price of your merchandise.

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

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

REI makes use of this technique:


Check out this purchasing cart.

The entire price of the merchandise in the cart is $22. However this complete isn’t sufficient to be eligible for free delivery.

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

In consequence, individuals will probably be extra inclined so as to add extra gadgets to their carts.

Why pay for delivery when you don’t need to?

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

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

Nonetheless, you could watch out when you determine 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:


Based mostly on what the buyer added to their purchasing cart, the web site mechanically 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 possibly can see, a easy upsell on the checkout web page can triple the order quantity. Simply ensure that it isn’t distracting or compelled upon the buyer.

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

Provide bundle reductions

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

The idea behind this tactic is easy.

You possibly can generate extra income by focusing in your pricing technique. Most pricing fashions make it dearer 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 frequent for B2B corporations.

Nonetheless, you possibly can apply the similar technique to your B2C ecommerce store. Clients shouldn’t have to purchase hundreds of situations of the similar product to get a amount low cost.

Have 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, when you take a look at the web site’s navigation menu, you’ll see that “packs” is one among 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 affords a reduction for shopping for three pairs as an alternative of 1.

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

The worth 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. In consequence, you’ll profit from getting the next common order worth.

Embody a present wrap choice

One other technique 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 priceless?

One technique I like is the present wrap choice.

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

Individuals get items for birthdays, weddings, graduations, retirements, and different milestones. Your present wrapping function must be obtainable three hundred and sixty five days a yr.

Have 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 items wrapped, it’ll price them an extra $5.99 per merchandise. An order with three items provides roughly $18 to the purchasing cart.

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

With out this selection, 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’s nothing handy about that.

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

Cost extra for personalised gadgets

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

If you happen to can determine find out how to apply this idea in your enterprise, it may end up in a serious income improve.

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

That you must acknowledge this truth and regulate 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.

Nonetheless, this improve comes with an extra price. 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 function like this to be obtainable at no extra price.

Incentivize minimal spending thresholds

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

However free delivery isn’t the solely technique to encourage increased spending.

You possibly can arrange a reduction primarily based on spending quantities.

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


Clients can benefit from getting 30% off their orders, which is a major quantity.

Nonetheless, there’s a catch. As a way to get the 30% low cost, they have to spend a minimal of $40.

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

As you possibly can 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 determine the way you wish to fill in the sentence after that.

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

The explanation why BOGO works so properly is as a result of it encourages individuals to spend extra money. In any case, how might they go on such an excellent deal? Right here’s what I imply.

When you 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 once you navigate to its ecommerce homepage.

Don’t let BOGO restrict your creativity right here. You possibly can run related promotions.

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

Both approach, 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 superb 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. When you have brick and mortar retailers along with your ecommerce platform, you could wish to contemplate the same construction.

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

These coupons are mechanically 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’re 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 possibly can set expiration dates for the money again rewards, which is what Kohl’s does. There’s an opportunity not all of those rewards will probably be used.

Advocate merchandise to your prospects

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

Along with utilizing details about their earlier purchases, it’s also possible to use prospects’ shopping histories for product suggestions.

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

It’s additionally efficient in case you have a cell app. In reality, personalised suggestions made my record of the high 10 options of a profitable cell commerce app.

Whenever you advocate merchandise to your prospects, it speaks to them. I talked about this earlier after I mentioned upselling.

However you don’t want to attend till the buyer reaches their purchasing 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 “beneficial for you part” on its homepage.

The gadgets displayed will differ relying on who’s shopping.

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

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

These suggestions will finally provide help to improve your AOV.

Create a loyalty program primarily based on spending tiers

Loyal prospects spend extra money.

In reality, 82% of shoppers usually tend to purchase from companies providing loyalty packages.

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

Nonetheless, there are numerous various kinds 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 technique to get your present 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 possibly can 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.

Nonetheless, 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 at all times nice for firm development, they don’t seem to be a requirement for growing your income.

As a substitute of prioritizing buyer acquisition, you must concentrate on methods that encourage each your present 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 possibly can enhance that quantity.

Undecided the place to begin? 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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