How to Calculate Average Order Value: A Step-by-Step Guide
By Emil Kristensen CMO
@ Sleeknote

As an e-commerce business owner, calculating your average order value (AOV) is an essential metric that can help you make informed decisions about your pricing and marketing strategies. AOV refers to the average amount customers spend on each order in your online store. In this guide, we will break down the steps to calculating AOV and provide examples of how to optimize this critical e-commerce metric.

Why Average Order Value is Important for E-commerce Businesses

AOV is a crucial metric for online businesses since it measures the average value of each purchase in your store. By determining AOV, you can better understand your customers’ buying tendencies and what drives them to higher-value purchases. E-commerce businesses can use AOV to make strategic business decisions, such as marketing campaigns, product pricing, and inventory management.

Understanding the Definition of Average Order Value (AOV)

To accurately calculate AOV, you first need to understand the formula used to compute it. AOV is the average amount spent by a customer per order on your website. In mathematical terms, it is calculated by summing up the total revenue earned and dividing it by the total number of orders made in a specific period.

AOV is an important metric for e-commerce businesses as it helps them understand the purchasing behavior of their customers. By analyzing AOV, businesses can identify trends and patterns in customer spending, which can help them make informed decisions about pricing, promotions, and product offerings. For example, if a business notices that their AOV is decreasing over time, they may want to consider offering free shipping or discounts on bulk purchases to incentivize customers to spend more per order.

The Formula for Calculating Average Order Value

To calculate AOV, the formula is quite simple. You can simply take the total revenue earned in a specific period and divide it by the number of orders placed during that same period. For instance:

(Total Revenue Earned/Number of Orders Placed) = Average Order Value

It is important to note that AOV can be a useful metric for businesses to track, as it can provide insights into customer behavior and purchasing patterns. By analyzing AOV over time, businesses can identify trends and make informed decisions about pricing, promotions, and product offerings. Additionally, AOV can be used in conjunction with other metrics, such as customer lifetime value, to gain a more comprehensive understanding of a business’s overall performance.

Examples of Calculating AOV for Different E-commerce Scenarios

Let’s look at some examples of how to calculate AOV for different e-commerce scenarios. Let’s say your e-commerce store made a total revenue of $10,000, and you had 200 orders placed during the period. Here is how to calculate the AOV:

($10,000 / 200) = $50

This means that your average order value is $50. Keep in mind that you can calculate AOV for any specific period, such as daily, weekly, monthly, or quarterly, depending on your business’s needs.

It’s important to note that AOV can vary depending on the type of products or services you offer. For example, if you sell luxury items, your AOV may be higher compared to a store that sells everyday items. Additionally, AOV can be influenced by promotions or discounts offered during a specific period. It’s important to track AOV regularly to identify trends and make informed business decisions.

Factors that Affect Average Order Value and How to Optimize Them

Several factors can impact your AOV, and understanding how to optimize them can help you increase your revenue. Some crucial factors include:

  • Product pricing: You may consider bundling products or offering discounts that entice customers to add more items to their shopping carts or make more significant purchases.
  • Upselling and cross-selling opportunities: You can incorporate product recommendations or pop-ups that highlight relevant items customers might be interested in purchasing.
  • Shipping costs and minimum order values: Include free shipping options or minimum order values to encourage customers to purchase more items and increase their AOV.

Another factor that can impact your AOV is the ease of the checkout process. If the checkout process is complicated or time-consuming, customers may abandon their carts or purchase fewer items. To optimize the checkout process, consider implementing a guest checkout option, reducing the number of steps required to complete a purchase, and offering multiple payment options.

How AOV Impacts Your Profit Margins and Business Growth

AOV is a critical metric to consider when measuring the profitability of your e-commerce business. A higher AOV means more revenue per customer and improved profit margins. By increasing your AOV, you can reduce your customer acquisition costs, increase customer lifetime value, and ultimately improve your business’s growth.

Best Practices for Increasing Average Order Value in Your Online Store

Here are some best practices for increasing average order value in your online store:

  • Offer discounts and special promotions for customers who purchase over a certain amount.
  • Provide product recommendations or bundling options that can increase the amount spent per order.
  • Provide free shipping options for customers who spend over a specific amount.

Tools and Techniques to Measure and Analyze AOV in Your Business

Several tools are available to measure and analyze AOV in your online store. Google Analytics, for example, provides a dashboard that can track AOV. Other e-commerce platforms like Shopify and WooCommerce also offer built-in analytics that can help you measure your AOV.

Common Mistakes to Avoid When Calculating and Using Average Order Value

When calculating AOV, some common mistakes to avoid include:

  • Not including all revenue sources, such as taxes and shipping costs
  • Not accounting for refunds or returned items
  • Using the wrong time period or data range for the calculation.

In conclusion, AOV is a critical metric for any e-commerce business owner looking to improve their profitability and business growth. With the right tools and techniques, you can accurately calculate and analyze your AOV and develop strategies to optimize it and increase your profits. Optimize your Average Order Value, and you’ll take one giant step closer to hitting that 6-figure earning goal.