Glossary
AOV (Average Order Value)
Revenue divided by orders — the lever that is not conversion.
What it is
Average order value is the mean amount a customer spends per order in a period. With sessions and conversion rate it is one of the three numbers that determine revenue.
Why it costs you money
It decides how much a visitor is worth, which decides what you can pay to acquire one and what a conversion improvement is worth. Free-shipping thresholds, bundles and cross-sells all move this number rather than conversion.
How to check it yourself
Revenue divided by orders for the same period, before or after refunds as long as you are consistent. Our revenue calculator uses it to price a conversion change.
Where this matters