Psychology-Driven strategies to maximize your AOV
01. The rule of 3 (and decoy pricing)
Customers are often overwhelmed by too many choices. The "Rule of 3" suggests offering three price tiers for a product or service. The key is to introduce a "decoy"—a third option designed to make one of the others look more attractive. For example, a home decor brand could offer:
- Small Candle: $20
- Medium Candle: $30
- Large Candle with Gift Box: $35
The large option (the decoy) is priced just slightly higher than the medium one, making it an incredible value. This often persuades customers to choose the highest-priced item, significantly boosting your AOV.
02. Product bundling
This is one of the most effective and simplest ways to increase AOV. Instead of selling items individually, group complementary products together and offer them at a single, slightly discounted price.
For example, a "Cozy Home" bundle that includes a throw blanket, a scented candle, and a decorative pillow, or a "Starter Kit" bundle that includes a best-selling product and its most popular add-on.
Bundling not only makes the customer feel like they're getting a great deal, but it also simplifies their decision-making process, leading to a quicker conversion at a higher value.
03. The power of the price point (.99, not .00)
This classic strategy is still incredibly effective. A price ending in 9 (e.g., $19.99 instead of $20.00) is perceived by the brain as being a lower price because we read from left to right. The first digit is what we register most strongly. While the difference is only a cent, it can be the difference between a conversion and a missed sale.
04. Offer free shipping (with a minimum threshold)
Free shipping is a powerful motivator. But instead of offering it on every order, set a minimum purchase amount that is just slightly above your current average order value. For example, if your average customer spends $45, you can offer free shipping on all orders over $50. This small nudge is often enough to encourage customers to add one more item to their cart, boosting your AOV and making them feel like they've "earned" a benefit.
05. Upselling and cross-selling
- Upselling: Encouraging a customer to purchase a more expensive or upgraded version of the item they're considering. ("Add a monogram to your tote bag for just $5 more.")
- Cross-selling: Recommending complementary products. ("Customers who bought this candle also bought this wick trimmer.")
Shopify has a wide range of apps that can automate these recommendations on your product pages, in the cart, and even in your post-purchase emails. Implementing these strategies is a low-effort, high-impact way to increase revenue from every single customer.
Partnering for strategic growth
Implementing these strategies effectively requires more than just a list of tactics. It demands a deep understanding of your customer data, technical proficiency, and a strategic, long-term vision. Without a partner, you might be left guessing which strategies will work best for your brand or struggling to implement them correctly.
At Portinos, we specialize in helping brands like yours turn these strategies into tangible results. We conduct deep analysis of your customer behavior and AOV to recommend the right pricing strategies for your business.
Our team handles the technical implementation from A/B testing pricing models to building custom bundling features, so you can focus on your brand and your customers. Our value proposition is to provide you with the expertise and support needed to not only prepare for the holidays but also to build a business that is financially stronger and more profitable all year long.
Ready to stop guessing and start growing? Our team can help you. Get a diagnosis and a tailored action plan to maximize your AOV by scheduling a strategic meeting with us.
