Also called AOV
Average order value is the mean revenue per order, calculated as total revenue divided by number of orders.
AOV matters because raising it costs nothing in traffic. Doubling visitors is expensive and slow; getting each existing buyer to spend more is a pricing and bundling decision you can make this afternoon.
It is also the number that decides whether paid acquisition is viable. If acquiring a buyer costs €12 and AOV is €19 against 90% margins, the model works; at an AOV of €9 it never will, regardless of how well the ads are run.
The mean is distorted by outliers. One €900 sale inside a month of €25 sales moves the average somewhere no actual customer sits — check the median alongside it.
In practice
Bundling three €19 templates at €45 raises AOV by €26 on every buyer who takes the bundle, with no additional traffic.
Common mistake
Tracking AOV without the median. A handful of large orders can hide that typical baskets are shrinking.
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