The average amount a customer spends in one order.
What is average order value
Average order value, or AOV, is your revenue divided by the number of orders in a period. For subscriptions, it’s useful to track AOV separately for first orders and for renewal orders. AOV = revenue ÷ number of ordersWhy it matters for subscriptions
Every extra euro on a renewal repeats on every following renewal. A small increase in AOV has a big effect on customer lifetime value.How to raise AOV
- Upsells and add-ons on upcoming renewals, in the customer portal or by email.
- Bigger boxes with tiered discounts, for example in build-a-box.
- Free shipping thresholds that encourage one more product.
- One-time add-ons to the next renewal. See one-time purchase.