Conversion rate gets all the attention. AOV is quieter — but it compounds. Lift AOV 25% and you've effectively added 25% more revenue per visitor without spending a penny more on acquisition. The catch: it has to be built into the experience, not bolted on as a pop-up.
1. Bundles that make sense
"Frequently bought together" and "Complete the look" work when the items are genuinely complementary. We've seen 18–28% AOV lift from a single, well-designed bundle (e.g. product + refill, or core item + care kit). The discount has to feel like a reward, not a desperation move — 10–15% off the bundle price is usually enough. Test the offer: sometimes "buy both, save X" beats "bundle and save."
2. Cart and checkout upsells
One or two add-ons at cart — small-ticket, low-friction — convert well. Think travel size, warranty, gift wrap. Keep the copy short and the CTA obvious. We've run tests where a single post-cart upsell (e.g. "Add a travel pouch for £8") added £6–12 to AOV with minimal drop in completion rate. More than two options and you risk decision fatigue.
3. Tiered pricing and anchors
Showing a "best value" or "most popular" tier shifts a chunk of buyers up. The key is making the middle or top tier the default recommendation, with a clear reason why (savings per unit, free shipping, etc.). Anchoring with a higher-priced option makes the chosen tier feel like a win. We've seen 15–22% of one-tier buyers move to a higher tier when the structure was clear and the value obvious.
4. Minimum for free shipping
If you offer free shipping above a threshold, show the gap: "Add £12 for free delivery." Progress bars or a simple line of copy both work. The threshold has to be reachable with one sensible add-on. Too high and people ignore it; too low and you're leaving margin on the table. We typically see 20–35% of customers in the "just under" band add something to cross the line.
5. Post-purchase one-click add-ons
Right after order confirmation, a single "Add X to your order" with one click (pre-filled details) can pull in another 5–12% of customers. Subscription refills, care products, or a small gift item work well. The moment is high-intent; they've already committed. Don't overdo it — one offer, one click.
6. Smarter default quantities
For consumables or multi-buy products, defaulting to 2 or 3 instead of 1 can lift AOV without feeling pushy. Make the default the "value" option (e.g. "2 for £X — save 10%"). We've seen 10–18% of single-unit buyers switch to multi-buy when the default and the maths were clear.
None of this is about tricking people. It's about making the higher-AOV path the easier, more obvious one. Implement two or three of these, measure the impact, then layer in more. AOV gains stick — they're structural, not one-off promos.