Want to improve the amount of traffic and the number of conversions of your eCommerce store? Who doesn’t? These are, after all, imperative to grow your revenue. But for that you need to utilize the most powerful weapon in your marketing arsenal, which, unfortunately, is often overlooked. Yes, we are talking about your Average Order Value (AOV).
Average Order Value or AOV is a criterion used to compare your marketing campaigns’ efficiency. In addition, this key metric helps you understand the type of eCommerce customers you currently have. Using this metric you can understand how each traffic segment of your website is converting and where you need to improve to enhance your revenue. In short, it is your tool to create personalized marketing strategies for a better conversion rate.
Why Increase Your AOV?
The benefits of increasing your Average Order Value are pretty obvious. To begin with, it helps you increase your cash flow really fast, which is obviously one of your basic goals. And that’s not all; there are several other benefits of working your way out to improve your AOV.
For instance, you can simply increase your AOV by installing a plugin for your eCommerce shopping cart. In comparison, acquiring traffic not only has a significant cost attached to it but is also more difficult to achieve, thanks to the frequent search engine algorithm updates we are being subjected to these days.
It may also happen that any of your traffic sources might disappear one fine day, leaving you clueless and dumbfound. If you have worked on your AOV and improved it, chances are you will be in a much better position, while reducing your marketing spend.
But before we sum up the tips to improve your Average Order Value, you need to know how it is calculated. The AOV formula is quite simple to comprehend:
AOV = Revenue / Number of orders
Using this formula and a web analytics software like Google Analytics you can easily start optimizing your conversion rate. All you need to do is get the exact average order value from Google Analytics for each traffic source. Consider the numbers mentioned in Transactions and Revenue sections (under Acquisition -> All Traffic) and use the above mentioned formula to calculate the AOV.
Now that you know how to calculate your AOV, it’s time to look at some of the tactics to increase your Average Order Value.
1. Product Recommendations
More often than not, customers are only focused on what they are looking for. As a result, they overlook to browse your eCommerce store to find more. This, in turn, results in smaller carts, a.k.a. smaller Average Order Values.
While you cannot change how customers will behave, there is a very simple solution to improve your average order values. Simply add product recommendations on your product and check out pages. If you don’t believe us, consider that Amazon has been using this trick for quite some time now. Its recommendations come in forms of “Frequently bought together,” “Customers who viewed/bought this item also viewed/bought,” “Frequently bought with the item you added” and so on.
All that this eCommerce giant does is collect data about its visitors’ past shopping and browsing habits and combines that information with its algorithm and voila, it provides personalized product recommendations that buyers are most likely to purchase.
Profiling popular products or products that your customers have previously browsed is perhaps one of the best ways to increase your Average Order Values. In addition, it helps in minimizing friction before checkout. Studies indicate that 2 to 5 percent of an eCommerce revenue is attributed to product recommendations. Better yet, this increased revenue can go up as high as 20 percent, depending on how effectively you pair up products.
Similarly, showing your customers cross-selling options also helps you to improve your AOV. You can use such product recommendation tactics by using phrasing like “Complete the look” or “Get the look” on your eCommerce store and it works particularly well for fashion and apparel stores. It’s convenient for the customer and you can move your products without sounding pushy.
In fact, you can use cross-selling for almost all type of eCommerce sites. All you need to do is recommend additional and/or complementary products. Got a customer purchasing a Windows 10 laptop! Why don’t you recommend a laptop bag to go with it?
2. Cashback Techniques
Another simple way to increase your Average Order Value is by utilizing cashback technique. In fact, cashback technique is quite a traditional tactic used by retailers to attract and retain customers. How many times have you seen eCommerce stores offering free vouchers on your next purchase? Quite some time; the Internet is filled with ads like “Spend $100 and get $20 cash-back on your next purchase.” All you need to do is spend a certain amount and you can redeem the voucher.
This is a great way to increase your repeat purchases and Average Order Values per customer. But to leverage this tactic you need to first set a spending threshold, ideally slightly above your present average order amount. This will help you identify shoppers who qualify for a cash-back reward on their next purchase.
Once this spending threshold is determined you need to format your offer and market it as aggressively as possible to increase its visibility. Display them front and center on your homepage as well as on other pages. The goal is to make your customers aware of the target number as clearly and vividly as possible while they shop so that they keep on adding products to their carts to make it to the cash-back minimum. Apart from displaying such offers on your webpage, you can even spread the words through SMS marketing.
You can also offer cashback in other ways. For example, you can build partnerships with other companies to allow your customers to redeem the gift vouchers at several purchase points. This will further inspire buyers to reach the cash-back minimum. Another way to increase your site conversion is through “refer a friend and get cashback programs.” All your users need to do is refer a friend and get cashback in form of a gift voucher to be redeemed on their next purchase.
Cashback technique works like a charm and generally outperforms any other promotional techniques when it comes to increasing your Average Order Value. Better yet, it even encourages return visits and helps you turn your one-time visitors into loyal fans.
3. Free Delivery
Along with the cashback technique, free delivery option (when bought item(s) over a particular amount) is a great way to increase your Average Order Value. Free delivery is something almost all customers expect when making an online purchase but providing free delivery is a major financial challenge for most retailers, especially if it is smaller AOV. Setting free delivery threshold is a great solution to this problem.
Just like the cashback technique, you need to determine a spending threshold. For this, consider the average site spend first and how much the delivery costs you. Once you have the numbers, set an amount slightly above your current average order amount. Also, display the amount required to get free delivery on your product as well as checkout page to use this tactic effectively.
In essence, this technique combines upselling and cross-selling with an incentive to increase your Average Order Value. For example, if a customer is purchasing an item worth $40, display a message like “spend another $10 to get free delivery” to improve your AOV. And if you are still not convinced about free shipping, consider the following findings:
- According to ComScore, Free Shipping Day promotion can boost sales by 16 percent.
- Red Door, a data-driven marketing agency, also finds that NuFACE increased their orders by 90 percent by just adding a free shipping threshold.
So what are you waiting for? Just dive in.
A more contemporary technique, gamification can not only help you engage users but also make them buy more. McDonalds, for instance, used this tactic though in form of Monopoly Campaign UK to increase its Average Order Value.
This technique works because of its meaningful structure and reward systems. Let’s see how McDonalds used it. McDonalds allows users to peel off a prize (stickers) from their meal, giving them an instant prize in form of a monopoly piece. This way, users can collect monopoly sets to win big prizes.It is quite obvious that the larger meals at McDonalds had more stickers on them, enticing people to spend on them.
McDonalds achieved two things with their persuasive gamification technique. First, it increased their AOV and second, it increased the chances of a returning visit. You too can achieve a similar result with gamification; all you need to do is create an appealing system that exceeds your buyers’ expectations.
That said, you really don’t need to create a game to entice your buyers to purchase more (although you can always do that if you have the resources). Setting an effective rewarding system based on purchasing points too can help you obtain a similar result. Announce a particular point for every order they make and offer a significant discount when they reach a pre-determined threshold. For example, “Get 5 points for each purchase and claim $30 off for 100 points.”
Gamification is a great idea for customer retention as it helps you create a relationship with your buyers, making them come back to you time and again.
While there are several ways to incorporate AOV strategies to improve your conversion rates, their effectiveness largely depends on your eCommerce solution. Most shopping cart systems include these basic AOV features and offer add-ons and plugins for them. However, if your eCommerce software fail to support them, you should better upgrade to a shopping cart solution that does. Using these simple, yet powerful tools is one of the best and most cost-effective ways to increase your AOV.