4 practical UX/UI tips for increasing average order value (AOV) in e-commerce

How to encourage customers to buy more without changing the product range or prices? What is the role of UX/UI design in this? Why is it better to increase the average order value (AOV) than to increase website traffic? In this article, we share 4 UX/UI life hacks and show how to increase AOV through interface solutions.

AOV: definition and reasons to increase it

So, first things first. AOV (Average Order Value) or average check is the average amount a customer spends per order. The higher this figure, the more profit each customer brings you without the need to invest money in attracting clients. And this is crucial, as marketing and advertising costs are constantly increasing.

And here the numbers come into play, so let's do the math. Today, retaining an existing customer is 5 times more profitable than attracting a new one, while the likelihood of a successful sale to an existing customer is 60-70%, and to a new one — is 5-20%.

But why do we need to increase AOV at all? Firstly, to increase our profit, which is obvious. 

Secondly, the more items clients add to the order, the more efficient the logistics will be. Thirdly, by delivering several items in one parcel we reduce costs, ease the workload on warehouses, and minimize operating expenses.

So, these are the main reasons to prioritize AOV increase over traffic boost:

• Improving the marketing ROI;
• Minimizing logistics costs;
• Optimizing the warehouse work.

4 UX/UI life hacks to increase the average check (AOV) in e-commerce

How can you increase the average check? Your website's interface directly affects your AOV. Thus, UX/UI solutions can encourage users to add more products to the cart, choose more expensive items, or accept additional offers. Curious about it? Check out 4 UI solutions that can help you increase your average order value.

1. Cross-sell and Upsell tools: proper settings = increased sales

Cross-sell and upsell tools have been a must-have for a long time. But if you add such blocks on the website, it does not automatically mean the average check growth. These mechanisms are effective only when set up correctly and displayed in appropriate places.

To make cross-sell and upsell work for increasing the average check, you need to:

• Ensure that the tools are easily accessible on the website and implemented in the right places (category listing page, product page, shopping cart);
• Check if the tools work correctly — whether the recommendations are relevant and meet the users' requirements without causing confusion;
• Optimize settings and deliver personalized approach — find out the most effective principles of product display based on analytics and user behavior patterns:

• Offer products from related categories (for a T-shirt, offer pants or a skirt, depending on the chosen category: “for her” or “for him”);
• Create bundles with goods and/or services that offer a discount when purchased together (discounts for a case or power bank if client buys a smartphone);

• Offer products with similar features or in a related category at a 5-10% higher price;

• Offer products from the same line (“face cream” can be complemented by a tonic, for example).

The main thing is that these tools should not be considered by customers as a marketing pressure, but as a helping hand. Its main task is to help potential clients find the best option according to their requests and get to know other products that might be useful for them.

2. How can blog or non-converting pages increase website’s AOV

Many businesses underestimate the power of blogs and information pages, considering them purely SEO tools. However, you can increase the average check if you systematically work with the content and add links to commercial pages. 

Example:

• In blog articles about skincare, add direct links to mentioned products;
• In a guide for smartphone selection, include links to specific models, accessories, or additional warranties;
• In fashion blogs, invite customers to view the latest clothing and footwear collections.

Cross-linking between commercial and informational pages allows users to quickly find the product they are looking for. After all, the user doesn’t have to leave the article, open the search bar or use filters — they get direct access to the product at the moment of their highest interest.

By implementing this approach in the Green Chef case we boosted customer engagement and loyalty rates. At the same time, we significantly increased the conversion rate of informational content, encouraging users to make purchase decisions.

In this way, you can drive sales with non-conversion pages if you properly incorporate commercial options and provide users with a logical, convenient, and seamless path to purchase.

{{block}}

3. Sorting and filtering tools: emphasizing premium products

Properly set up filters and sorting block helps users quickly find relevant products, but not many people know that these tools can also help businesses increase their AOV.

Have you ever wondered if the order in which items are displayed on the category listing page matters? So, it does. For example, if you display bestsellers, new arrivals, or premium products first by default, in all likelihood users will pay attention to them, that increases the chances that they will add them to the cart. 

Apart from that, the implementation of sorting tool tailored to users' interests can increase the average check, as it allows you to display premium products more often. 

Filters are one of the main website navigation tools that can also navigate users to more expensive products. For example, if a customer is looking for a smartphone, you can automatically apply the “Top Models” or “New Products” filter, that usually have a higher average check. You can also place at the top of the list the filters that put emphasis on premium products, such as 'Premium', 'Limited Collection', 'Exclusive', etc.

Your main task here is not to lose the balance between business goals and user needs. That's why it's important to test different sorting and filtering options, analyze user behavior, and implement changes based on analytics data.

4. Ready-made solutions for AOV increase 

Automation and personalization in e-commerce are no longer a luxury but a standard feature. Today, there are many ready-made solutions that allow you to implement these technologies in life without advanced coding or complex integrations. 

Thus, you can integrate tools from Yespo that help businesses increase AOV through automatic triggered email notifications, dynamic widgets, and personalized recommendations.

• Personalized recommendations — analyze user behavior and offer relevant products on a real-time basis, they can be displayed on different pages of the website, app, and in emails;
• Dynamic widgets —  display related or recommended products and do not require manual customization for each category;
• Triggered emails —  encourage customers to return to the website and finish the purchase, they can also be used to offer additional products.

<sup>“Personalization is the key to increasing AOV and building long-term relations with your customers. It becomes possible when you know your customers and utilize this knowledge in the right way. Users of our Customer Data Platform (CDP) can collect and analyze information about their base, including behavioral data, preferences, and much more. This ensures a better user experience and greater efficiency of campaigns. Our clients' experiences prove that comprehensive implementation of personalization tools leads to significant improvements in marketing performance. This approach encompasses detailed customer segmentation, tailored product recommendations, and automated email campaigns across various direct mail channels.

For instance, one client applied event-based segmentation alongside personalized product suggestions, resulting in a 16% increase in Average Order Value (AOV), a 12% rise in Lifetime Value (LTV), and a Return on Investment (ROI) of 152%. You can achieve even higher results by implementing blocks with product recommendations not only in triggered emails but also in bulk emails and by enhancing interaction through various channels: widgets, pushes, App Inbox. Most importantly, personalization should not be viewed as aggressive marketing. All solutions should work for the benefit of the customers, helping them to find relevant products faster and make a beneficial purchase.” Angela Felonenko, Head of Customer Success at Yespo</sup>

Bottom line: taking care of the customer and increasing the average check

Implementing strategies such as cross-selling, upselling, strategic blog linking to conversion pages, effective sorting and filtering, and application of personalized tools are proven and effective methods to boost business performance. By integrating these well-designed UX/UI solutions, businesses can increase Average Order Value (AOV), satisfy user needs, and create a seamless purchasing experience that boosts customer loyalty and encourages clients to make repeat purchases.