Aov Là Gì

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What Is Average Order Value (AOV)?

Average order value (AOV) tracks the average dollar amount spent each time a customer places an order on a website or mobile app. To calculate your company’s average order value, simply divide total revenue by the number of orders.

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For example, let’s say that in the month of September, your website store’s sales were $31,000 and you had a total of 1,000 orders. $31,000 divided by 1,000 = $31, so September’s monthly AOV was $31.

AOV is a key performance indicator that online businesses measure khổng lồ underst& their customers’ purchasing habits. Like other key metrics, AOV can be tracked for any time period, but most companies monitor the moving monthly average.

Why Does Average Order Value Matter?

Knowing your company’s average order value helps you evaluate your overall online marketing efforts and pricing strategy by giving you the metrics needed khổng lồ measure the long-term value of individual customers.

As a benchmark of customer behavior, the AOV helps you phối goals & strategies and evaluate how well those strategies are working.

Sometimes marketers focus much of their energy on increasing traffic to lớn a website when it would more impactful – và profitable – to lớn increase their AOV. Increasing traffic typically costs money, while increasing AOV does not.

Since there is a transaction cost associated with each order, increasing your AOV is a way lớn drive sầu direct revenue & increase your profits, as the customer is already buying from your store.

7 Tips for Improving Average Order Value (AOV)

There are a number of strategies that may increase your average order value, và they are essentially different ways khổng lồ get your customer to spover more, either by buying more products than they had originally intended, or by buying more expensive sầu products than they had originally intended.

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Optimizing your AOV can take place across all steps of the sales funnel. You can nudge your customer lớn purchase additional products related to what is in their shopping cart, perhaps the ones that are easily forgotten, lượt thích batteries for an electronic device, or light bulbs for a lamp. Alternately, you could suggest that they consider a more expensive, perhaps even a best-selling, alternative sầu.

Getting a customer lớn spend more can be accomplished through savvy merchandising methods – putting an enticing selection of products in front of them and displaying them in such a way that they are motivated to purchase – or by direct incentives, such as không tính phí shipping.

Successful strategies for increasing AOV include:

Cross-selling (“How about some socks khổng lồ go with the tennis shoes you just ordered?”)Upselling (“Would you lượt thích this pair of tennis shoes for only $10 more than the pair in your cart?”)Volume discounts (“This hvà towel costs $9, but you’ll save sầu 30% if you buy 3 or more.”)Free shipping for a higher minimum purchaseCoupons on next visit (“Spover $50 và get $5 off your next purchase!”)Donations to lớn a non-profit for minimum purchaseReturn policy for costlier goods (“Feel miễn phí khổng lồ sover 'em bachồng if you're not satisfied)

A great way lớn implement these strategies is to lớn segment out your customer base inlớn multiple groups (eg. small vs. big spenders, low vs. high frequency shoppers) depending on purchase history và target each group with different offers. For example, to lớn increase the AOV of your high frequency shoppers, you can enroll them in loyalty programs.

Keep these Other Ecommerce Key Metrics in Mind

Just focusing on increasing your average order value can be a great way lớn increase your gross profit but make sure you’re also keeping tabs on a couple other important metrics:

How A/B Testing Can Help Improve Your Average Order Value

Each trang web and app has a unique mix of customers và products, & there are dozens, if not hundreds, of methods for increasing AOV. Additionally, within each specific strategy there are multiple variations that you can test: such as headlines, images and calls to lớn action.

Let’s take cross-selling as an example. You could test your original shopping cart against a variation that includes a “People who bought this also frequently bought this” message và graphic to see if AOV goes up. Then you could chạy thử an alternate message like “Recommended products for you” to see what results in the highest AOV.

With so many different possibilities for improving your AOV, you will need to construct a methodical series of A/B tests that allow you khổng lồ gather enough data for each test to lớn optimize for conversion.

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