How Do You Improve Your AOV?
If you find that your AOV, including lifetime revenue per customer and cost per conversion, is low, you need to do some work to improve it. There are some strategies you can adopt that will improve your AOV, making your business stronger overall.
You can improve AOV by customer segmenting. This practice simply involves businesses segmenting their customer base depending on purchase history or frequency. You then divide customers into groups (think those who spend a small, medium or a large amount of money per purchase), and then fine-tune your marketing strategies to fit these customer categories.
Customers who spend a small amount each purchase may be targeted with coupons, sales, and other offers, while those who spend a large amount may be targeted with rewards programs and loyalty perks. It’s all about meeting your customers where they are to build a relationship with them and entice them to grow their bond with your business.
You can also improve your AOV by incorporating some (or all) of the following strategies for different customer segments:
Upselling
This involves offering a product or service that is only slightly more expensive than something your customer has already purchased. Usually, the offer is for something “only $10 more” or thereabout, showing that customers spend just a little more, they get more bang for their buck.
Cross-Selling
Cross-selling is a little like matchmaking. Did your customer buy a content management system from you? Why not add on some plug-ins that will definitely come in hand for extra coverage? Pairing items that complement each other can lead to bigger sales.
Free-Shipping
This is usually offered when a minimum purchase is reached. It allows shoppers to spend a little more so that they can save some.
Return Policy
For your costlier goods and services, a return or “money-back” policy fosters trust amongst customers and takes some of the stakes out of buying more expensive products or services.
Coupons
Coupons are always a great offer to bring customers back for another purchase. If you offer a coupon that promises $10 off on a customer’s next purchase, they’re much more likely to shop with you again.

Implementing some or all of these strategies can almost guarantee a positive change in your AOV in just a matter of time. AOV is all about your customers, but there is more to customer retention than just perks and rewards.
You want your business to have a strong relationship with your customers, especially online. This means ensuring that your website is as good as it possibly can be for the average visitor, potential leads, and paying customers. Let Directive boost your AOV through our cutting-edge PPC and SEO strategies.