Improve the Average Order Value With High-Impact Product Pages

Bringing in new shoppers can be great. But it isn’t always the optimal path to profit. It’s sometimes smarter to maximize the value of shoppers you already have. That’s where improving the average order value comes into play.

Your product pages are more than listings. They’re where customers decide what to buy, how much to buy, and whether to add extras. Optimizing them can directly boost your average order value. Every tactic we discuss below ties back to product page optimization.

This guide explores proven strategies to help you maintain a profitable ecommerce store while keeping your AOV rising.

Frequently Asked Questions

What is the average order value (AOV)?

An average order value measures the amount of money customers spend per order. It uses this formula:

Total Revenue ÷ Total Orders = AOV 

Why should I improve the average order value?

Learning how to improve AOV helps boost revenue without the need for more customers. Even a slight increase per order quickly compounds, making it a cost-effective strategy for ecommerce growth.

How do I increase the average order value?

There are many ways to increase the average order value on product pages: highlight bundles, personalize upsells, adjust shipping thresholds, and launch a killer loyalty program (if you haven’t already).

How to Optimize Your Product Pages

Product pages are so much more than listings and URLs. They often act as your digital sales reps. Here’s how to set up every product page to help improve your average order value:

• Fast load times
• High-quality images and videos
• Detailed product descriptions
• Content optimized with keywords
• Reviews and ratings (social proof)

7 Must-Use Strategies to Improve Your Average Order Values Now

1. Set the Right Free Shipping Thresholds

When considering how to increase the average order value, shipping remains a crucial component.

A time-tested way to entice customers to complete their online orders is with free shipping. It feels like a win. After all, nobody wants to pay for shipping. Sometimes, that feeling drives shoppers to add another product or two to their carts to avoid paying shipping fees.

Free shipping can work well to improve average order values, but what’s in it for your business? That’s where setting thresholds comes into play. Research suggests the sweet spot for shipping thresholds is around 30% above your current AOV¹.

Try This: Make shipping threshold-related information visible on your product pages with a progress bar or message like “$15 away from free shipping” to encourage shoppers to add items before checking out.

Let’s say your AOV is $50. Set a free shipping threshold for all orders totalling $65 or more. A total that’s just a bit above your AOV should feel attainable for most customers. If it’s not working, you can always step down your free shipping total.

2. Create Urgency (But Don’t Overdo It)

Low-stock alerts, limited-time offers, and countdown timers are all examples of creating a sense of urgency. 

If your store has the same sales and discounts at all times, it might fool a few new customers. However, your modern shoppers who are returning customers aren’t likely to fall for such sales tactics. They’re onto a company with product pages that have said “only 2 left!” for the past year.

What To Try: Use urgency sparingly. Don’t be dishonest about product stock or timed promotions. It can be valuable to place urgency indicators directly on product pages for customers to see low-stock alerts when deciding to add items to their cart. Just be strategic in how you use it.

3. Harness the Power of Bundling

Bundling can be another powerful way to improve the average order value. Picture an online skincare store. It sells the following products for these prices:

• Cleanser: $20
• Moisturizer: $30
• Toner: $20

Purchased separately, these items cost $70. Bundling these three products together at $60 lets customers save money, helping your business rack up more sales and increase the average order value on product pages.

For businesses wondering how to improve their AOV consistently, bundling is a proven win-win for your brand and its shoppers.

Do This: Show bundle offers directly on the product page with “Frequently Bought Together” or “Complete the Look” sections to make it easy for customers to see they can save money if they buy the whole bundle.

4. Let’s Get Personal (in a Good Way)

Personalization isn’t just a perk or a way to improve average order values. Most customers expect it. According to Salesforce, 65% of customers expect companies to adapt to their changing preferences and needs².

Amazon wrote the book (and built its empire) on a personalization model, but your brand doesn’t need Amazon’s budget or audience. Recommending products based on browsing histories, purchase data, and similar factors are key factors for understanding how to increase the average order value.

How To Get Started: Personalize your product pages with dynamic suggestions based on each shopper’s unique purchases and browsing history.

Start small. Implement personalized product recommendations or targeted emails. Don’t try to overhaul everything at once. Expand as time goes on. Over time, use A/B testing on your product pages to refine which personalized suggestions drive the highest average order value.

5. Launch a Loyalty Program (or Improve Your Current Program)

The popularity and effectiveness of loyalty programs are here to stay. A recent study shows that 94% of people are enrolled in at least one loyalty program that provides rewards or discounts³.

A crucial factor that distinguishes effective loyalty programs from ineffective ones is clarity. Keep the math easy. How you increase the average order value ultimately involves people spending money, not punching in numbers on calculators.

What To Do: Make your loyalty program visible and actionable on product pages. One example is to show how many points a customer would earn by purchasing a product. Reminding customers of the rewards you offer can be helpful for increasing average order values.

Offer clear benefits on simple terms. “Earn $1 for every $20 spent” is much easier to understand than “Score 250 points for every $2.50 spent and unlock free shipping as a bronze tier member for only 10,000 points.”

6. Test and Track Strategic Discounts

You’ll never hear someone say, “Oh no, I saved money!” That said, some discounts are more enticing than others. Slashing prices site-wide or discounting products too deeply may ramp up sales temporarily, but it rarely boosts your AOV.

Strategic discounts, however, can work wonders for increasing the average order value on product pages. A great example is limited-time discounts. They create a sense of urgency, which can translate to higher average cart values.

What To Do: Offer discounts to customers when they spend a certain amount. Highlight these savings in a clear and easy-to-understand format on your product pages. 

• Tiered pricing (the more you buy, the more you save)
• Volume-based discounts (buy 2, get 20% off)
• Threshold offers (spend $50+ for a free gift) 

7. Cross-Sell and Upsell Relevant Products

Upselling and cross-selling are cornerstones of how to improve the AOV. But bombarding shoppers with “You may also like…” is often ineffective and can steer some away from your website.

Brands that know how to upsell and cross-sell do it in a human way. That can be as simple as recommending products that pair well or those in the same price range.

If someone buys a pack of men’s socks on Amazon, they probably aren’t buying a $400 swing set. Suggesting men’s shoes and plain T-shirts is a better idea because these products pair naturally with socks. They’re also in a similar price range.

What You Should Do: Think of product recommendations like shopping suggestions from a friend. 

If you’re not already, start testing add-ons that pair well with your products in a similar price range (like matching a hoodie with sweatpants that pair well together) to increase the average order value on product pages. 

Improve Average Order Value with a Free Consultation

Knowing how to improve your AOV doesn’t mean deceiving customers into spending more money. Instead, it’s about providing real value to connected shoppers. 

Coalition Technologies has helped hundreds of ecommerce businesses increase their AOV. Let’s talk about growing your AOV. Schedule a consultation today with the best digital marketing agency.

References:

1. https://www.mgt-commerce.com/blog/increase-aov-ecommerce/

2. https://www.salesforce.com/resources/articles/customer-expectations/

3. https://www.nudgenow.com/blogs/customer-loyalty-facts-statistics