Average order value (AOV)
Revenue divided by the number of orders: how much a typical order is worth.
Also called AOV
Average order value is total order revenue divided by the number of orders. It moves with bundles, upsells, free-shipping thresholds and prices.
On its own it can mislead in a test: a variant that loses its smaller orders raises AOV while earning less. Read it next to conversion rate, or use revenue per visitor, which combines both.
A free-shipping threshold of $75 raises AOV from $62 to $70 but lowers the share of visitors who order. Revenue per visitor shows whether the trade paid off.
Related terms
- Revenue per visitor (RPV)Total order revenue divided by visitors in a variant: a goal that combines how many visitors buy and how much they spend.
- Conversion rateThe share of visitors who completed a goal, such as placing an order, out of all visitors in a variant.
- Shipping testA test of shipping offers, such as the free-shipping threshold, where each group of shoppers gets its own shipping price at checkout.