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1/ We took our AOV from sub $10 to over $30 in the last 6 months.
Here’s how we did it
Here’s how we did it
2/ Make decisions easy for customers.
Customers were buying the same design multiple times and we wanted to make it as easy as possible for them to do so. The 5-pack option is an easy way to get more for less (35% savings).
Eliminate decision making
eliminate friction.
Customers were buying the same design multiple times and we wanted to make it as easy as possible for them to do so. The 5-pack option is an easy way to get more for less (35% savings).
Eliminate decision making
eliminate friction.
3/ Upsell with relevance.
Using an upsell app like @ziplify OCU, we were able to totally customize upsell behavior pre and post-purchase. For example, if a customer buys a Just Because card, then we have a hunch they may also enjoy a variety pack of more Just Because cards.
Using an upsell app like @ziplify OCU, we were able to totally customize upsell behavior pre and post-purchase. For example, if a customer buys a Just Because card, then we have a hunch they may also enjoy a variety pack of more Just Because cards.
4/ Upsell to add value.
We offer shipping insurance as an add-on since we saw a handful of our cards get lost in the mail over the past year. This gives peace of mind to our customers that their purchase will have recourse if something goes wrong.
More trust = Higher CVR.
We offer shipping insurance as an add-on since we saw a handful of our cards get lost in the mail over the past year. This gives peace of mind to our customers that their purchase will have recourse if something goes wrong.
More trust = Higher CVR.
5/ Let customers build bundles.
Bundles have been a game changer for us. It’s simple: combine any card design and as long as the minimum quantity is hit, the cards are heavily discounted. To add, we’ve actually raised the quantity to 10, instead of 5, and saw no drop in CVR.
Bundles have been a game changer for us. It’s simple: combine any card design and as long as the minimum quantity is hit, the cards are heavily discounted. To add, we’ve actually raised the quantity to 10, instead of 5, and saw no drop in CVR.
6/ Raise prices!
Test it! Last year, we were overwhelmed with fulfillment over Easter and decided to raise prices +20%. Turns out CVR stayed the same so we kept it.
Then, we tried again in October and saw a CVR drop that outweighed the increase in AOV.
Find the sweet spot!
Test it! Last year, we were overwhelmed with fulfillment over Easter and decided to raise prices +20%. Turns out CVR stayed the same so we kept it.
Then, we tried again in October and saw a CVR drop that outweighed the increase in AOV.
Find the sweet spot!
7/ Double down on winners.
We noticed our highest AOV customers were businesses buying packs of cards to give to their own clients or employees. Knowing this, we doubled down on these high-value customers. We will do the same for other customer-types in 2021. (Hint:
)
We noticed our highest AOV customers were businesses buying packs of cards to give to their own clients or employees. Knowing this, we doubled down on these high-value customers. We will do the same for other customer-types in 2021. (Hint:
)
8/ Other ideas I want to test out this year to increase AOV further?
- More upsells/add-ons with new complimentary products (not just cards).
- Launching wholesale and bulk orders.
- Deeper email flows with refined segments to deliver more relevant messaging.
- More upsells/add-ons with new complimentary products (not just cards).
- Launching wholesale and bulk orders.
- Deeper email flows with refined segments to deliver more relevant messaging.
9/ Thanks for reading!
Hopefully this helps. We’re still young in our journey (less than a year) but these are the main takeaways from improving our AOV by 3x in the last 6 months for a historically low AOV product at http://cuteroot.com .
Hopefully this helps. We’re still young in our journey (less than a year) but these are the main takeaways from improving our AOV by 3x in the last 6 months for a historically low AOV product at http://cuteroot.com .
