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Friday, June 20, 2025
Let’s unpack what AOV actually means, how to calculate it, and, most importantly, how to increase it using actionable insights.
When it comes to eCommerce growth, it's easy to get tunnel vision on customer acquisition. But there’s another metric quietly doing the heavy lifting for your bottom line: AOV.
Let’s unpack what AOV actually means, how to calculate it, and, most importantly, how to increase it using actionable insights.
AOV stands for Average Order Value. It’s the average amount a customer spends each time they place an order. The higher your AOV, the more revenue you generate per order, without increasing your customer acquisition cost (CAC). And that’s where the magic happens for profitability.
At Conjura, we use AOV not just as a standalone metric, but as part of a broader profitability puzzle, factoring in SKU-level ad spend, contribution profit, and customer lifetime value (LTV).
The formula is simple:
For example, if you bring in £10,000 from 500 orders, your AOV is £20.
But at Conjura, we go a step further! Our AOV includes tax and shipping (unlike Shopify’s out-of-the-box version), giving a more accurate picture of what customers are actually paying. We also exclude zero-value orders like freebies or samples to keep the insights clean.
A “good” AOV depends on your product category and margins. High-ticket items like electronics or luxury goods will naturally skew higher. But regardless of your industry, increasing AOV is a powerful way to boost profitability, especially when paired with insights into CAC, LTV, and Contribution Profit.
Ready to boost that basket size? Here’s how to do it:
If your margins allow it, increasing prices, particularly on your best-performing products, can give your AOV an immediate lift. The key is to do this where the customer value is already strong: think high-converting items with low refund rates. Conjura helps identify these “hero” products so you can adjust pricing with confidence, not guesswork.
Ever been tempted to “upgrade” your coffee size or add a pastry at the counter? That’s upselling and cross-selling in action. In eCommerce, suggesting premium alternatives or complementary products at checkout can significantly bump up basket value. Use product performance data to identify your most effective combos. For the best customer experience, you can leverage AI with a tool like Gorgias’ Shopping Assistant to surface complimentary product suggestions conversationally on webchat or email.
Bundles simplify decisions and offer a sense of value. Group together related items (like skincare sets or matching kitchenware) and sell them as a package. Offering a small discount on the bundle versus buying items separately gives customers a deal, and you a higher AOV.
Nobody likes paying for shipping, but most people are happy to spend more on actual products to avoid it. Set your free shipping threshold just above your current AOV to encourage shoppers to add that one extra item. Don’t forget to highlight this at key points like the product page and cart.
Confusion at checkout leads to abandoned carts and cautious spending. Tackle this by being upfront about shipping times, returns, and product quality. Simple additions like estimated delivery dates or a “best sellers” section can reassure buyers and nudge them toward higher-value purchases.
Give shoppers a reason to buy more with tiered pricing. Whether it’s “Buy 2, get 10% off” or “Spend £100, save £20,” this strategy plays on perceived value. Use it for consumables, seasonal stock clearances, or to reward loyal customers with bulk-buy benefits.
Scarcity and urgency are powerful motivators. A flash sale, countdown timer, or exclusive 24-hour deal can push hesitant customers into action, often with a bigger basket. The key is timing: use Conjura’s sales data to choose your moment wisely.
Use your customer data to deliver smart, relevant suggestions. Think: “People who bought this also liked…” or “Based on your purchase history.” These nudges feel helpful, not salesy...and they work. Especially when placed on product pages, carts, and post-purchase emails.
A classic tactic that still delivers. Offering a percentage or fixed discount once a cart hits a certain value encourages customers to stretch their spend. For example, “Get 10% off when you spend £50” not only boosts AOV but feels like a win for the customer.
Everyone loves a freebie. Offer a gift once a customer’s cart hits a specific value, like a free sample, exclusive item, or branded merch. This creates a sense of reward and can tip the scale in favour of a higher purchase total.
Social impact sells. Let customers know that spending over a certain amount triggers a donation to a meaningful cause. It’s a feel-good motivator that boosts AOV and builds brand loyalty by aligning purchases with values.
Uncertainty kills confidence. A clear, no-nonsense return policy gives buyers peace of mind, encouraging them to add more to their cart. Display key return info prominently on product and checkout pages to remove doubts before they arise.
Create a reason for repeat, higher-value purchases with points, perks, or VIP access. Loyalty schemes that reward spend tiers or offer early access to sales can turn casual buyers into committed customers who are happy to increase their AOV to unlock benefits.
High-value baskets often come with last-minute questions. Real-time support can be the difference between a bounce and a conversion. Live chat reassures customers on delivery, product details, or returns, and helps secure those more substantial orders.
The customer’s already bought, now’s the perfect time to offer more. Post-purchase upsells (shown immediately after checkout or in confirmation emails) have high conversion rates because the buying momentum is still strong. Suggest add-ons, accessories, or upgrades relevant to their purchase. It’s a subtle way to increase order value without disrupting the initial checkout flow.
AOV can be powerful, but only if you track it properly. At Conjura, our dashboards surface AOV alongside ROAS, CAC, LTV and Contribution Profit at the product SKU level. This gives you real clarity on which products are driving profitable growth and which ones need tweaking.
We also offer recommended actions like identifying underpriced bestsellers, flagging over-discounted SKUs, or suggesting bundling opportunities - all backed by your own data.
Boosting AOV isn’t about gimmicks. It’s about understanding customer behaviour, fine-tuning your product strategy, and using data to maximize every purchase.
With Conjura, you get the tools to do just that. Smarter product analytics. Clearer performance insights. Real actions that move the needle.
Book your demo of the Conjura platform today!
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"I’m a big fan of Conjura and there’s so much more for us to keep getting from it.”
Kayla Wilson, Marketing Director @ Furniturebox
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