> ## Documentation Index
> Fetch the complete documentation index at: https://juo.io/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Average order value (AOV)

> Average order value (AOV) is the average amount customers spend per order. Learn how to calculate it and how subscription stores raise it.

> [!NOTE]
>
> 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](https://juo.io/docs/glossary/subscription-order.md).

**AOV = revenue ÷ number of orders**

## Why 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](https://juo.io/docs/glossary/lifetime-value.md).

## 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](https://juo.io/docs/glossary/build-a-box.md).
* **Free shipping thresholds** that encourage one more product.
* **One-time add-ons** to the next renewal. See [one-time purchase](https://juo.io/docs/glossary/one-time-purchase.md).

## AOV in Juo

See the [upsells guide](https://juo.io/docs/upsells-for-subscriptions.md) and [Analytics](https://juo.io/docs/analytics.md).


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