How do I increase average order value (AOV)?
Short answer: Bundle + post-add upsell + free-shipping threshold. Most brands lift AOV 8-15% inside 60 days with no creative change.
Full answer
AOV is the most over-leveraged metric in DTC. Three mechanics consistently move it:
Bundles: 2-3 product bundles at a 10-15% discount vs single-product AOV. Bundles also lift repeat-purchase because customers learn more SKUs.
Post-add upsell: when a customer adds X to cart, suggest a complementary product on the next pageview ("most customers also use Y for ___"). Lift: 8-15%.
Free-shipping threshold: set 10-15% above current AOV. Conversion stays steady; AOV rises to the threshold.
Combined: AOV lift of 12-22% is typical in the first 60 days. Margin-positive because the lift comes from existing buyers, not acquisition.