Work out your average order value (AOV), conversion rate and revenue per visitor, and see what a bigger average basket would be worth.
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The AOV formula
AOV = total revenue ÷ number of orders. £48,500 from 1,120 orders gives an AOV of £43.30.
| Metric | Formula |
|---|---|
| Average order value | Revenue ÷ orders |
| Conversion rate | Orders ÷ sessions × 100 |
| Revenue per session | Revenue ÷ sessions, or AOV × conversion rate |
Ways to raise AOV
- Set a free delivery threshold a little above your current AOV.
- Offer bundles and “frequently bought together” items.
- Use volume discounts (buy 2, save 10%).
- Suggest relevant add-ons at checkout.
- Offer gift wrapping or extended warranties.
Watch your margin and conversion rate: a higher AOV isn’t worth it if fewer people buy or discounts eat the profit.
Frequently asked questions
What is a good average order value?
It depends on what you sell. Compare with your own past months and similar shops.
Should AOV include VAT and delivery?
Choose one definition and use it consistently. Many shops report AOV excluding VAT.
How does AOV relate to customer lifetime value?
Lifetime value is roughly AOV × orders per customer × years as a customer, minus costs.
Is my data saved?
No, it stays in your browser.
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