Thread by @codyplof

A week or so ago I tweeted that our AOV has increased from about $82 to the $104 AOV it sits at today, but I don't really know how. But after looking at the #s and reflecting, here's what I THINK helped...

A 🧵...

Original tweet for reference:

https://twitter.com/codyplof/status/1445874750991990785?s=20

First, we did all the usual stuff that every store has these days. Free Shipping progress bar, in cart upsells, recommended products on the pdf, etc.

What was the effect of all this? Idk, we didn't test it. Probably should have. Lesson learned.

Then, we tested FS Thresholds using @ShipScout. We started at $50 when we launched. Increased to $75 without SS. Tested $80, then $85, then $90, and $100. $85 was the winner. Our AOV was in the $90 range then. Now that it's a bit higher, I'm getting the itch to test again.

We don't do sales often. Plan is once or twice a year max. But we did one for memorial day, and used a $100 threshold. AOV was great during May. I think every promo you do should be above a threshold.

Sometime in the spring, we launched a quiz using @OctaneAI. The AOV of customers who take the quiz is $120. Since seeing that, we've tried to route as many customers through the quiz as possible. We've put it on 1 PDP linked to the "Find my Shade" button...

In the last 30 days, in addition to collection 12,392 emails, we've had 5,564 orders come through the quiz. This is a little less than a third of our orders, so this is not an insignificant effect on sitewide AOV.

Finally, we launched Customized bundles on October 1st after many months of development work.

These are custom sets that let customers choose their shades for a given product. We've only launched 1 so far, but the results have been great. The AOV on this page on FB traffic is..

...$120. It's quickly becoming our main prospecting offer on paid traffic.

The goal by the end of the year is an AOV between $110-$115. Here's how I plan to hit that:

1. Add Quiz to 2 other PDPs that need shade matching help

2. Add module for Quiz and Custom Bundle #1 to new homepage redesign.

3. Create custom set based on data as the best...

...offer for the 2nd order. Our AOV of our 2nd order is lower than 1st order. I'm going to dig through our data and build all post purchase flows to lead to the perfect set for customers 2nd order. Make it easy for customers and they will spend more.

If this thread was helpful and you want to see more of this, please let me know. I try to be as open and share as much as I can.

If you have any recommendation on what else I can be testing, please let me know.

Happy Friday!