Launching a new product or collection? You’ve likely spent months preparing for the big debut. You’ve selected the finest materials, iterated endless designs, and painstakingly photographed every angle.
Now comes time for the real test: will shoppers take the leap from browsing to buying?
After investing so much time and effort into your new offering, you want to do everything possible to encourage purchases. Two key ecommerce metrics can help: average order value (AOV) and conversion rate.
Boost these numbers, and you’ll maximize revenue from your shiny new products. But neglect them, and you’ll miss out on sales.
In this guide, we’ll explore proven strategies for accelerating AOV and conversion rates. You’ll discover how to:
- Entice customers to buy more per order through bundled deals and savvy product recommendations
- Overcome hesitation and doubt through social proof, urgency triggers, and post-purchase reassurance
- Guide visitors seamlessly through checkout with optimized flows and reduced friction
- Build trust and boost perceived value with reviews, visuals, and clear messaging
- Analyze data to continuously experiment and fine-tune your approach
Implement these tips, and you’ll be rewarded with higher revenues, lower acquisition costs, and happier customers. Let’s get started!
The Power of AOV and Conversion Rates
You likely know that driving more traffic to your site is crucial. But high traffic alone does not guarantee sales. To fully capitalize, you need visitors to not just show up - but also convert.
This requires compelling them to move beyond initial intrigue into decisive action. Getting them to add items to their cart then complete checkout. The metrics that indicate success here are AOV and conversion rate.
What do these terms mean, and why do they matter so much?
AOV reflects the dollar value of the average order on your site. To calculate it, divide your total revenue over a period by the number of orders placed. The higher your AOV, the more revenue you generate per transaction.
Conversion rate measures the percentage of site visitors who take a desired action - like signing up for a newsletter, scheduling a demo, or making a purchase. To find it, divide your total conversions by the number of visitors. The higher your rate, the better you convert traffic into sales.
Now let’s connect the dots on why AOV and conversion both serve as make-or-break ecommerce metrics.
Higher AOV = Bigger profits. When customers spend more per order, your revenue and margins get an instant boost. Giant AOVs allow you to hit sales goals with less effort.
More conversions = Lower costs. The more visitors convert, the greater return you see on marketing investments. A 2% lift in conversion rate can decrease cost-per-acquisition by the same amount.
Together, AOV and conversion have a compounding effect on profitability. More dollars per order + more orders per visitor = revenue growth galore.
Say you sell gadgets. 1000 visitors each month generate an AOV of $50 and a 2% conversion rate. By doubling AOV to $100 and conversion rate to 4%, your monthly revenue leaps from $1000 to $4000!
Clearly, boosting these two numbers must be priority #1. So how do we make it happen? Read on to unlock proven strategies.
Part 1: Increasing AOV to Maximize Order Value
More dollars per order. Bigger baskets. Whopping AOVs. However you phrase it, this metric plays an enormous role in your success.
Let’s explore actionable ways to pump up customers’ spending:
Offer Volume Discounts and Bundled Deals
The simplest way to increase AOV? Encourage customers to buy more products per order. Bundle and discount related items to make it irresistible.
Say you sell homemade soaps. Create a gift set with multiple bars plus a loofah for 10% off. The perceived extra value and savings nudge shoppers to spend more.
You can take bundling even further by making it the default. Fast food combos cost slightly less than items purchased separately. This tiny incentive is enough to upsize most orders.
On ecommerce product pages, preset bundles and one-click-add options have a similar effect. Customers stick with the suggested groupings rather than customizing.
Pro tip: Make bundled sets ship-ready with beautiful packaging so they easily become gifts. Recipients will be impressed, and gift givers will keep coming back.
Strategically Recommend Complementary Products
Product recommendations boost AOV by encouraging customers to tack on related purchases. The key is relevance. Only suggest products that complement the original item or their purchase history.
Say someone views a dress. Recommend matching shoes and jewelry. For past shoe purchasers, promote accessories like socks and shoe care kits.
Display recommendations throughout the buyer journey - on product pages, cart page, post-purchase page, and in emails. The more exposure, the higher the impact on AOV.
Pro tip: Prioritize showing newly added items in recommendations. Featuring the latest arrivals first encourages purchases while inventory is high.
Offer Free Shipping Above Minimums
Everyone loves free shipping. Use it as an incentive to hit higher order values. Offer free shipping on orders above $50, $75 or $100. Come just shy? You'll get shoppers to toss in one more item to qualify.
You can make the minimum order value or products required lower for members of your loyalty program. This perk sweetens the value of joining.
Pro tip: Consider absorbing the free shipping cost on premium orders to foster loyalty rather than making customers pay. They'll remember your generosity next time.
Send Post-Purchase Emails to Encourage Repeat Buys
Order confirmations are a perfect time to showcase related items. Include product recommendations or links to full collections in your confirmation emails.
Someone bought a swimsuit?Suggest coverups and beach bags. Bought cookware? Promote serving pieces and recipes. List the email-only savings they’ll unlock to incentivize returning soon.
Post-purchase is the best time to market to customers. Their previous buy shows they’re interested in that category. Engage them while excitement is high to score repeat sales.
Pro tip: Make product suggestions time-sensitive with messaging like "People who bought this swimsuit tend to buy coverups within 2 weeks." Urgency prompts faster follow-up orders.
Offer Loyalty Discounts After Initial Purchases
Once shoppers make that crucial first buy, get them hooked with loyalty incentives. Consider sending a discount code or exclusive promo after someone's initial purchase.
This shows appreciation for their business while tempting them back sooner. After enjoying their first deal with you, they'll pay closer attention to future promotions.
Pro tip: Tier loyalty rewards so higher spending members get better perks. Offer free expedited shipping, birthday gifts, early access to sales, and more VIP treatment.
Part 2: Optimizing Conversion Rates for More Purchases
We've covered tactics to pump up order values. Now let's discuss how to convert more of your site traffic into completed sales.
These strategies help shoppers decisively click "Buy" instead of bouncing away:
Harness the Power of Social Proof
Peer confirmation is one of the most potent motivators in shopping. We look to others to guide our decisions and behavior, especially in areas of uncertainty.
Product pages present a moment of truth. Will this item satisfy my needs or fall short? Social proof helps assure nervous shoppers.
Display sold units or limited quantities left to convey popularity. "Only 3 left!" builds urgency while implicitly saying others validated the product's value.
Visitor counters like "Jane from Seattle is viewing this now" have a bandwagon effect. People prefer following the herd vs. venturing alone.
Pro tip: Prioritize showing positive reviews and ratings. Visitor counters mean less when an item has bad reviews. Social proof works best when aligned with reputability.
Add Urgency and Scarcity to Combat Hesitation
Shoppers are quick to second guess. Give them reasons not to waver. Urgency and scarcity destroy indecision by suggesting they'll miss out if they don't act now.
Flash sale countdown timers, limited inventory warnings, and text like "Almost gone!" reduce deliberation. The prospect of losing out overpowers reluctance.
But beware - false scarcity will backfire. Never lie about units left or impending sellouts. Make sure your claims match real inventory levels.
Pro tip: For extra FOMO, show other shoppers actively viewing or purchasing the product. "5 people have this in their cart right now!" lights a fire under sluggish shoppers.
Minimize Barriers With Smooth Checkout Flows
Every extra click increases abandonment risk. Friction during checkout significantly reduces conversion rates.
That’s why you must obsess over every step from cart to purchase confirmation. Remove pain points through:
- Pre-filled checkout forms
- Guest checkout options
- Clear navigation and minimal steps
- Mobile optimization for tiny screens
- Multiple payment methods like PayPal and Apple Pay
- Automatic coupon/loyalty points
Make it easy to fix mistakes too - allow editing shipping and billing info from the checkout page rather than starting over.
Pro tip: If forcing account creation, only require essential info upfront. Let shoppers provide extras like birthday later from their account dashboard.
Reassure Shoppers With Post-Purchase Confirmation
You got the sale, but the relationship isn't over. Post-purchase is when doubts can creep in, causing returns and hurting retention.
Get ahead of this by over-communicating, setting proper expectations, and addressing concerns.
In confirmation emails and pages:
- Thank them sincerely for their purchase
- Explain shipping, delivery timelines and return policies
- Share customer service contact info for future issues
- Offer convenience like 24/7 account access
Pro tip: Monitor reviews to stay ahead of complaints and improve weak points in the buyer journey. Respond professionally to negative feedback.
Part 3: Building Trust to Boost Perceived Value
Beyond convenience and urgency, trust is essential for convincing visitors your products are worth the price.
These strategies help demonstrate quality and authority so customers buy with confidence:
Showcase Plentiful, Persuasive Product Photos and Videos
Humans are visual creatures. We insist on seeing something with our eyes before trusting it. Without enough images, doubt creeps in.
Provide abundant photos and videos to mimic examining a product in person. Feature multiple angles, uses, environments and situations.
Videos are especially key for intricate items, fabrics, materials and patterns. Let people see how they move, function or change in different lighting.
Pro tip: Enlist user-generated content through reviews and contests. Real customer photos build authenticity and demonstrate use in real life.
Flaunt Expert and Influencer Endorsements
We have an instinctive trust of authorities. Displaying endorsement from experts and influencers transfers that credibility to your brand.
Proactively seek out reviews from relevant bloggers, journalists and industry authorities. Their stamps of approval become social proof.
Also provide assets like press releases, logos and quotes to make it easy for influencers to showcase their support. A single post from the right person can build immense trust.
Pro tip: Gather notable publications, authorities and influencers into an on-site press/media page. Seeing whom you’re associated with establishes credibility.
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Craft Product Descriptions That Address Doubts
Product copy makes or breaks conversion. To turn browsers into buyers, your descriptions must meticulously address concerns and project confidence.
Dig into the psychology around buying decisions. Answer unspoken questions and pre-empt objections.
Beware of generic, overly-technical copy that fails to resonate emotionally. Customers need to not just understand a product’s utility, but to connect with how it improves their life.
Pro tip: Frame benefits in terms of desired end-results and identity rather than just features. “Built for adventurers and off-road exploring” paints a personality.
Reduce Risk With Guarantees and Easy Returns
Despite your best efforts, some will hesitate without a safety net. Offer customer-friendly policies like free shipping and returns, extended trial periods, satisfaction guarantees and exceptional support.
Make the return/exchange process as seamless as possible. Provide pre-paid shipping labels and let customers initiate returns from their online account.
Pro tip: Reach out to unhappy customers with VIP service. Offer discounts on future purchases or helpful staff recommendations to turn them into brand advocates.
Getting Granular With Conversion Rate Optimization
Optimizing your checkout and product pages is an endless process. Seemingly small details impact conversion rates. The tiniest tweaks can produce surprising wins or losses.
That’s why obsessively analyzing data and testing changes is crucial.
Use analytics to identify pages with high exit rates and on-page elements visitors are ignoring. These are prime areas for improvement.
Run A/B tests to evaluate revisions. For example, test a shorter vs. longer page headline, or adding urgency text (“Only 2 left in stock”). Go with whichever variant lifts conversion rates.
Pro tip: When testing, only change one variable at a time and let tests run their course. This isolates the impact of each tweak for reliable data on what works.
Review heatmaps to see how visitors visually scan and click on pages. Where do they focus vs. ignore? Capitalize on hot spots while de-emphasizing ineffective areas.
Trouble spots might include too many competing buttons, unclear navigation, buried product info, or neglected page sections. Tweak layout and content hierarchy accordingly.
Pro tip: Eye tracking reveals subconscious reactions you can’t discern from analytics alone. It’s worth investing in advanced tools like Hotjar to uncover hidden insights.
Conclusion: From Launch to Long-Term Optimization
Launching a new product or collection is exhilarating. But the hard work doesn’t end once it goes live. In fact, that’s when the real challenge begins.
Now you must analyze data obsessively to optimize at every step. Isolate weak points preventing visitors from progressing from intrigue to purchase. Relentlessly lift AOV and conversion rates through testing and refinement.
With each successful experiment and initiative, you’ll gain clarity on what resonates with your audience - while also building institutional knowledge to inform future campaigns.
The companies seeing tremendous ecommerce growth don’t achieve it by chance. They employ a sophisticated understanding of their metrics and customers to turn interest into revenue.
You too can accelerate beyond launch into lasting success by following the tips throughout this guide. Start where it makes the most sense for your business, then tap your learnings to expand into other areas.
Here’s to higher AOVs, phenomenal conversion rates, and new products that sell themselves. Your next big winner is right around the corner!
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