What is Average Order Value (AOV)?

Average Order Value (AOV) is a crucial metric for online businesses, tracking the average dollar amount spent by customers each time they place an order on a website or mobile app. It is calculated by dividing the total revenue generated from sales by the number of orders.

Calculating AOV

To calculate your company’s AOV, simply divide the total revenue by the number of orders. For example, if your web store’s sales for the month of September were $31,000, and you had a total of 1,000 orders, the AOV would be $31 ($31,000 divided by 1,000).

What is Average Order Value (AOV)?

Importance of Average Order Value

AOV serves as a key performance indicator that provides insights into customers’ purchasing habits. By understanding AOV, businesses can evaluate their marketing efforts and pricing strategies, determining the long-term value of individual customers.

Setting goals and strategies based on AOV helps optimize business performance, providing valuable data to measure the effectiveness of marketing campaigns.

Maximizing AOV: 7 Tips

To increase the AOV, businesses can employ various strategies to encourage customers to spend more:

  1. Cross-selling: Offer complementary products to what customers have in their shopping carts. For example, suggest buying socks to go with tennis shoes.
  2. Upselling: Provide customers with higher-priced alternatives for products in their cart. For instance, offer a slightly more expensive pair of tennis shoes.
  3. Volume discounts: Encourage customers to buy more by offering discounts for bulk purchases. For instance, save 30% if they buy three or more hand towels.
  4. Free shipping: Offer free shipping for purchases above a specific minimum amount.
  5. Coupons: Provide discounts or future purchase incentives through coupons.
  6. Donations: Offer customers the option to contribute to a non-profit organization for a minimum purchase amount.
  7. Return policy: Assure customers that they can return products if unsatisfied, building trust and encouraging higher spending.

Implementation Strategies

To implement the above strategies effectively, segment the customer base into different groups based on spending habits and purchase history. Target each group with customized offers and loyalty programs to increase AOV further.

Other E-commerce Key Metrics

While increasing AOV is essential, businesses should also keep an eye on other key metrics, such as:

  1. Conversion Rate: The ratio of conversions to total visitors. Ensuring that AOV growth does not negatively impact overall conversion rates.
  2. Revenue per Visitor (RPV): The measurement of the amount of money generated each time a customer visits the website.

Utilizing A/B Testing

Since each website and app has unique customers and products, A/B testing can be a valuable tool to improve AOV. By testing different variations of strategies, such as cross-selling messages and graphics, businesses can optimize their conversion rates.


Average Order Value (AOV) is a vital metric that businesses should focus on to improve overall profitability. By implementing strategies like cross-selling, upselling, and offering discounts, businesses can encourage customers to spend more, ultimately boosting their revenue and profits.


What is Average Order Value (AOV)?

Average Order Value (AOV) is the average amount of money spent by customers each time they make a purchase on a website or mobile app.

How is AOV calculated?

AOV is calculated by dividing the total revenue generated from sales by the number of orders.

Why is AOV important for businesses?

AOV helps businesses understand customers’ purchasing habits, evaluate marketing efforts, and measure the long-term value of individual customers.

What are some strategies to increase AOV?

Strategies include cross-selling, upselling, offering volume discounts, providing free shipping, using coupons, encouraging donations, and having a customer-friendly return policy.

What other metrics should businesses consider besides AOV?

Businesses should also monitor Conversion Rate and Revenue per Visitor (RPV) to ensure a balanced approach to optimization.

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