Higher AOV is useful only when the additional order value creates adequate contribution.
Bundles can increase units per order, while cross-sells add complementary products. Free-shipping thresholds can shift baskets upward but also increase shipping subsidy. Price increases raise AOV directly and may affect conversion rate.
Measure experiments with net revenue, contribution per session, conversion rate and return rate instead of AOV alone. Segment new and returning customers because their basket behavior and acquisition cost can differ.
Sources
This guide is educational and does not provide financial, accounting, tax or legal advice.