Have you noticed your Average Order Value (AOV) gradually declining and can’t pinpoint the reason? You’re not alone. AOV is a quiet but powerful metric that directly impacts your revenue. When it starts to slip, it often points to deeper issues within your store’s customer journey, product offering, or overall user experience.
At Airsang Design, we help brands uncover these hidden friction points through data-driven design and conversion-focused strategies. Before hitting the panic button, let’s break down the most common reasons AOV drops—and how to fix them with smart, high-impact solutions.
Here’s a shorter version：
AOV = Total Revenue ÷ Number of Orders
It’s key to understanding customer spend, measuring marketing ROI, and shaping pricing strategies. A drop means more effort for less return.
Even with bundles or “frequently bought together” offers, poor visibility or irrelevant suggestions can kill performance. Changes in layout or outdated logic often make these add-ons easy to miss—or worse, feel pushy.
To boost results, try:
Frequent promos can train customers to wait for deals, lowering AOV and encouraging smaller, coupon-driven purchases.
To protect full-price sales and boost value:
Smart tweaks like these drive higher spend without eroding brand value.
Sometimes AOV drops not because of customer behavior, but because your product mix has changed. If high-ticket items are out of stock or buried, shoppers turn to cheaper options.
Adding more low-cost products can also skew your average. To counter this, highlight premium items and rebalance your merchandising to encourage higher-value purchases.
Mobile traffic often beats desktop—but not in revenue. Smaller screens and distractions lead to quicker, lower-value purchases and fewer upsells.
Boost AOV by improving mobile UX:
Checkout is where many high-value orders break down. Hidden fees, long forms, or limited payment options can lead to smaller carts or drop-offs.
To fix this, use tools like heatmaps to spot friction points, simplify the process, show clear pricing, and offer flexible payment methods.
Sometimes the change isn’t in your store—it’s in your customers. Economic shifts or lifestyle trends can lead to more cautious spending.
Use surveys and analytics to spot new buying patterns, then adjust your offers, messaging, and promotions to match what customers value now.
Showing the same content to every visitor—new or returning—misses chances to boost AOV.
Even simple personalization, like targeted product suggestions or exclusive bundles for repeat customers, can increase engagement and spending.
Not all AOV drops are real—tracking errors after a site update can distort your data. Untagged pages or misattributed conversions may be to blame.
Before acting, compare analytics with real order data to catch discrepancies and confirm your tracking is accurate.
Start with analytics and look for:
These insights help you zero in on the real issue—whether it’s pricing, UX, inventory, or targeting.
Once you spot what’s dragging AOV down, try these quick wins:
Your website design plays a major role in shaping AOV—from product layout to mobile UX and checkout flow.
At Airsang Design, we specialize in conversion-focused websites that drive results. If your AOV is slipping, we’ll help uncover what’s holding it back and optimize your store to boost performance.
Book a free consultation and let’s turn more visits into higher-value sales！
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