Measuring what produces clients

Average order value · AOV

In plain terms

The average amount of an order on your online store.

Formula

Technical meaning

Revenue divided by the number of orders, ideally excluding VAT and shipping. For the same ad spend, a higher average order value increases the margin per order, and therefore the acquisition cost you can afford. Bundles, a free-shipping threshold and complementary products are the usual levers.

Formula

AOV = revenue ÷ number of orders

See the Shopify store service

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