What’s Causing a Drop in Your Average Order Value?

Ever notice your Average Order Value (AOV) slipping away, but can’t quite put your finger on why? You’re not alone. This sneaky little metric quietly eats into your profits if left unchecked. When it dips, it’s usually a sign something’s off — maybe with your store’s customer journey, product setup, or even the user experience itself.

Before you freak out, let’s break down what’s usually behind a falling AOV and some solid ways to fix it.

What Exactly Is Average Order Value (AOV)?

Put simply, AOV is how much, on average, each customer spends when they hit “buy” on your site.

Here’s the quick formula:

AOV = Total Revenue ÷ Number of Orders

Why care? Because it shows how customers spend, helps you see if your marketing is working, and guides pricing or promo moves. When it drops, you’re basically working harder for less cash.

Why Your AOV Might Be Dropping

1) Upsells and Cross-Sells Are Missing the Mark

You’ve set up bundles, “frequently bought together” picks, and maybe some cheeky post-checkout add-ons — but they just aren’t clicking. Could be they’re hidden, irrelevant, or just annoying your customers.

Try mixing it up:

• Show upsells earlier — like on product pages or in the cart

• Bundle based on real buying habits, not just product categories

• Use social proof (“This combo’s a crowd favorite!”)

• Add urgency with limited stock or timed deals

When I worked with a client in Sydney last year, moving upsells to the product page bumped AOV by 15% in three months. Little tweaks can pack a punch.

2) Discounts Are Killing Full-Price Sales

Sure, discounts bring traffic, but if you run them all the time, customers start waiting for sales and buying less per order. It’s a slow bleed on your bottom line.

Instead, try:

• Tiered discounts (like “Spend $150, save $25”)

• Free shipping thresholds just above your current AOV

• Push bundled deals rather than slashing prices

• Stop letting customers stack discount codes endlessly

This way you keep customers spending well without cheapening your brand.

3) Your Product Mix Has Shifted

Maybe your big-ticket items are out of stock or hard to find. People then buy cheaper stuff instead, dragging your AOV down.

If you’ve added lots of entry-level or budget products, that might be skewing your numbers too.

Try highlighting your premium products more. Make them easy to spot. That nudge can really pay off.

4) Mobile Shopping Experience Is Letting You Down

More people shop on phones these days, but smaller screens and distractions mean quick, smaller buys.

Focus on:

• Speeding up pages to avoid bounces

• Simplifying menus and calls to action

• Adding quick-add buttons for easy cart additions

• Making checkout a breeze, even one-handed

A friend of mine runs a fashion store and saw AOV climb after revamping their mobile checkout last Christmas.

5) Checkout Friction Is Stealing Sales

That checkout process? It’s a make-or-break moment.

Unexpected fees, long forms, or few payment options can have customers dropping items or leaving.

Use heatmaps or session replay tools to spot where folks bail. Then fix those points with clear pricing, simpler forms, and more payment choices.

6) Customer Behavior Has Changed

Sometimes, the world shifts and your customers’ wallets tighten — economic worries, seasons, or new lifestyle trends.

Dig into your analytics or run quick surveys to understand what’s changed. Then tweak your offers and messaging accordingly.

7) You’re Not Personalising Enough

Showing the same page and promos to every visitor is a missed opportunity.

Simple personalization — like exclusive bundles for repeat buyers or relevant product suggestions — can boost both engagement and order size.

8) Your Tracking Might Be Off

Not all AOV drops are real. If you recently updated your site or analytics setup, something might be misfiring — broken tags, duplicate transactions, or untracked pages.

Cross-check your analytics with real sales data before jumping to conclusions.

Where To Start? Let The Data Tell You

• When did your AOV start dropping?

• Is it worse on mobile devices?

• Does it happen with certain traffic sources or campaigns?

• Are customers shifting away from some product categories?

Pinpointing the where and when helps target the fix.

Quick Wins To Boost Your AOV

• Bundle products people often buy together

• Set free shipping thresholds a bit above your average order

• Use smart upsells at checkout, not random offers

• Reward loyal customers with exclusive perks

• Experiment with pricing tricks — like charm pricing or anchoring

Your Website Might Be Holding You Back

At the end of the day, your site’s design plays a huge role in how much people spend. From product layout and upsell placement to mobile usability and checkout flow — it all adds up.

If your AOV is sliding and you’re scratching your head, that’s where a sharp eye can help.

At Chromatix, we live and breathe website conversions.

If you want a hand spotting what’s holding you back and getting those numbers up, book a free consult with us. Let’s make your website work harder for your business.