Average Order Value (AOV)

Average Order Value (AOV) is a metric that measures how much customers are spending at each individual purchase. Use the date and segment filters at the top of the page to see how AOV is influenced by specific campaigns and/or timeframes. (You can always download this data as a .csv file using the download icon.)

Using AOV data to improve your marketing 

Many retailers see the AOV rise with each additional purchase a customer makes. As customers shop more with you, they tend to:
  • ​Gain more trust in your brand
  • Familiarize themselves with a broader range of your product offerings
  • Feel more comfortable spending larger sums of money

Additionally, WhatCounts helps you personalize email content to better suit your customers’ interests. More relevant deals and product promotions make it more likely that they will purchase again from you.

Using AOV data in your retention marketing efforts can help you:

  • Identify whether customers are spending more or less with you on each subsequent purchase
  • Identify your highest-spending groups so you can better reward and promote to them
  • Target customer segments whose conversion will result in substantial lift.

AOV Related to Lifetime Number of Orders Edit section

"Average Order Value by Lifetime Number of Orders" is generated by plotting the Average Order Value of orders within the date range against the lifetime number of orders made by each customer. The lifetime number of orders is across all data available and is not limited to the date range.  This differs from the Lifetime Number of Orders on the Dashboard as the Dashboard chart takes lifetime orders up to the ending date of the date range. Since the Dashboard compares data year over year, this context is more beneficial.

Common questions about AOV 

Question: How can I view a specific group’s AOV?
Answer: Use the segment selector at the top of the page to filter data using segments you've built with the Segment Builder

Question: How does WhatCounts calculate the average: median or mean?
Answer: The AOV is calculated using mean. 

Question: What are the graphs at the bottom of the page?
Answer: These are different ways to measure change in AOV - by type of customer, by coupon, by day of week, and more – so you can analyze your AOV in one place. 

Question: Can you give me an example of how I can analyze/use AOV data? 
Answer: Here are two examples of how you can use AOV. 

  1. Look at customer behavior across the first three purchases. You may notice that the first purchase is smaller than the second/third purchase, because customers who try out your product find value and return later to buy more. This is why setting up a first and second purchase campaign is so important; it can encourage this natural progression and help convert customers from tentative experimenters to loyal, high-value purchasers.
  2. Looking at AOV by coupon, you can determine which kinds of offers are having the most success with your customer base.  For example, compare how a $10 off an order of $100+ offer is doing versus a 10% off coupon. You may see a big difference and want to evolve your coupon offers to maximize response from your customers.
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