Lever 3 of 4
Average order
What each order is worth.
Average order value is the quietest lever and often the cheapest to move. The visitors are already buying; the question is whether they buy one thing or the two things that belong together. We look at what people already buy in the same order, and make that easier.
Signs it's the leak
- Most orders are one item
- Free-shipping line nobody tested
- Shipping eats small-order margin
What we
measure
The numbers we watch, and why each one matters.
- Average order value
- The headline number, tracked by channel so a change in traffic mix does not hide a real change.
- Items per order
- The clearest sign of whether bundles and add-ons are working.
- Orders near the shipping threshold
- If a lot of carts sit just below the free-shipping line, the line is in the wrong place.
- Margin per order
- A bigger order that gives the gain back in discounts is not a win.
First moves,
in order.
What fixing average order usually looks like.
Set the free-shipping line from data
Just above your typical order, then measure. A threshold set by guesswork either costs margin or does nothing.
Build bundles from real baskets
The products people already buy together, offered together, with a small reason to choose the set.
One add-on at the cart
A single relevant add-on at the cart converts. A wall of unrelated products is ignored.
Sizes and quantities that reward the bigger choice
Where it fits the product, a larger size or a multi-pack with clear per-unit value.
Questions about order value
Next lever
Repeat purchases
Is order value your leak?
Send your store. The plan says which lever is weakest and what to do first.