AOV

AOV (Average Order Value) is one of the most important metrics in marketing that shows the effectiveness of sales. With its help, you can estimate how much the customers of your store spend on average.

This indicator for a certain period is calculated using a very simple formula:

The higher the AOV, the better, which means that buyers are willing to buy from you. And it says that your company is able to provide them with a quality customer experience. If the AOV, on the other hand, is too low, then this indicates that you are doing something wrong and you need to conduct additional research to check all aspects of your company.

However, a high AOV does not mean that you can now relax. At a minimum, you need to make every effort to keep existing customers. And the best thing is to start attracting new ones.

It should also be remembered that many different factors can influence the results. For example, seasonal activity or a range of products offered. It is best to calculate AOV not only for general indicators, but separately for each category of goods and groups of visitors, separately for offline and online sales. The result obtained can then be added up, resulting in a more or less reliable picture. Also, the ability to calculate AOV is present in all analytical systems, such as Google Analytics.

To increase the level of AOV, many different methods have been developed today. These can be additional promotions to attract customers, the introduction of new payment methods, replenishment of the range of goods, etc. However, before taking action, it is necessary to conduct a preliminary analysis and decide which of the methods for increasing AOV is most suitable for your case.

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