22 offers that raise AOV, all on one page
A bigger order is often the cheapest way to make ads profitable, because the cost of winning the customer barely changes when they buy more. Bundles are one way to get there. There are many others, and they work at different steps: in the ad, on the product page, in the cart, at checkout and after the purchase. Here are 22 of them, each shown the way it looks to the customer.
Five ways an order gets bigger
Average order value only moves in a few ways. The customer buys more of the same thing, adds other products, picks a more expensive version, adds a small extra, or gets a reason to add one more item to reach a goal. Every offer below pulls one of these levers.
The five levers
What each group of offers changes in the order.
Most stores use one lever, usually a percentage discount or a free-shipping threshold, and leave the rest untouched. Brands that scale profitably tend to use two or three at once, placed at different steps so they don’t compete.
The offer library
Each card shows how the offer looks on the page, what it’s best for, where it goes and when it costs you margin. Filter by lever to compare offers that do the same job.
22 offers, as the customer sees them
Tap a lever to filter.
Squat-proof leggings
Buy X, get Y free
Two bundle levels, like 3-for-2 and 5-for-3. The free item is the reason to add more.
- Best for
- Products people own several of: leggings, basics, socks.
- Where
- Ad · Product page
- Costs margin
- Only when they buy more
Grain-free dog food
Quantity breaks
The price per unit drops with every extra unit. Shown as three clear options.
- Best for
- Things people use up: dog food, coffee, supplements, skincare.
- Where
- Product page
- Costs margin
- Only when they buy more
Running socks
Multi-pack
A fixed pack of the same item at a lower price per piece.
- Best for
- Small items bought often: running socks, underwear, tees.
- Where
- Product page
- Costs margin
- Only on the pack
Single-origin coffee
Prepaid subscription
Pay for several months up front, get a better price. The first order is several times bigger.
- Best for
- Anything re-ordered on a rhythm: coffee, protein, pet food.
- Where
- Product page
- Costs margin
- Small, known in advance
Your cart · €128
−€10€150
−€20€200
−€35
Spend more, save more
Money off in steps as the cart grows. Works across the whole store, not one product.
- Best for
- Stores with many products at similar prices.
- Where
- Ad · Cart
- Costs margin
- Only above each step
Complete the look
Complete the look
The full outfit or set in one click, at a small discount against buying the pieces.
- Best for
- Apparel and anything worn or used together.
- Where
- Product page
- Costs margin
- Only on the set
Often bought together
Frequently bought together
The products most people add anyway, pre-ticked, with one button for all of them.
- Best for
- Products with natural add-ons: shoes + insoles, camera + bag.
- Where
- Product page
- Costs margin
- None
Pick any 3 · €75
Build your own bundle
The customer picks any 3 (or 5) from a range for a set price. Choice feels like a gift.
- Best for
- Ranges with many variants: candles, scents, flavors, colors.
- Where
- Product page · Collection
- Costs margin
- Only on the bundle
The 3-step routine
Routine or kit
The steps of a routine sold together, priced below the single items.
- Best for
- Anything used in steps: skincare, hair care, shoe care, coffee gear.
- Where
- Ad · Product page
- Costs margin
- Only on the kit
Daypack
Good, better, best
Three versions side by side. The middle one is the one most people pick.
- Best for
- Products with a clear step up: backpacks, mattresses, headphones.
- Where
- Product page
- Costs margin
- None, often better margin
Whey protein
Bigger size
A larger size with a lower price per gram or per use, marked as best value.
- Best for
- Consumables: protein, detergent, pet food, coffee.
- Where
- Product page
- Costs margin
- Small
Heavyweight hoodie
Personalization
A paid add-on that makes the item theirs: initials, a name, a custom color.
- Best for
- Gifts and items people keep: hoodies, towels, bags, notebooks.
- Where
- Product page
- Costs margin
- None, adds margin
Hybrid mattress
Care or protection plan
An extra year of cover, a repair plan or shipping protection for a small fee.
- Best for
- Higher-priced items: mattresses, bikes, shoes, electronics.
- Where
- Product page · Checkout
- Costs margin
- None, adds margin
Sending it as a gift?
Gift wrap and note
A gift box and a handwritten card as a paid option, with a gift message field.
- Best for
- Any product bought as a gift, especially in Q4.
- Where
- Cart · Checkout
- Costs margin
- None, adds margin
Your cart · €49
Free-shipping threshold
Free shipping from just above the price of one item, with a progress bar.
- Best for
- Almost every store. Most useful when single items are cheap.
- Where
- Cart
- Costs margin
- Shipping on bigger orders
Your cart · €64
€16 away
Free gift over a spend
A gift is added above a certain order value. It raises order value without cutting the price.
- Best for
- Stores with a good small item to give: pouches, samples, accessories.
- Where
- Ad · Cart
- Costs margin
- Cost of the gift
You’re €14 from a free gift
Tiered rewards bar
Several goals on one bar: free shipping, then a gift, then money off.
- Best for
- Stores with a wide range and repeat buyers.
- Where
- Cart
- Costs margin
- Only as the cart grows
Pick 2 free samples
Pick your free samples
Choose two free samples with every order over a certain value. Also a cheap way to sell the next product.
- Best for
- Skincare, fragrance, coffee, tea, supplements.
- Where
- Cart
- Costs margin
- Cost of the samples
Your cart
Cart add-on
One small, useful product offered in the cart, with one tap to add.
- Best for
- Any store with a low-priced companion product.
- Where
- Cart
- Costs margin
- None
Payment
Order bump
A tick box on the checkout page for a small extra. No new page, no second decision.
- Best for
- Consumables and small extras under about 20% of the order.
- Where
- Checkout
- Costs margin
- None
Wait: add a 2nd bag at 20% off?
After-purchase upsell
After payment, one offer they can add with one click. The card is already entered.
- Best for
- Consumables and anything they’d buy again soon.
- Where
- Thank-you page
- Costs margin
- Small, only when taken
Rain shell jacket
Pay later
The price shown in parts next to the full price. A bigger cart feels easier.
- Best for
- Orders above about €100: shoes, outerwear, furniture.
- Where
- Product page · Checkout
- Costs margin
- Provider fee
Where each offer goes
An offer in the wrong place does little. A quantity break hidden in the cart comes too late; a one-click upsell on the product page is just another option to ignore. Each step of the purchase has offers that fit it.
From the ad to after the purchase
Where each offer fits best.
The rule we use: one main offer, and one small extra per step after it. The main offer is the one the ad promises and the product page shows first. The extras are small, fast decisions that don’t compete with it.
How offers stack
Offers at different steps add up. A customer who came for one pair of leggings can leave with a much bigger order without ever feeling pushed, because each step is a small, easy yes.
One order, four small yeses
How a €49 order can end at €150.
Not everyone takes every step, and that’s fine. If a third of buyers take the bundle and one in ten adds the cart add-on, average order value still moves a lot. That’s what lets you pay more for a customer than your competitors can. The e-commerce calculator shows what a higher AOV does to your break-even ROAS.
Which offers to start with
| Your product | Main offer | Add at the next step |
|---|---|---|
| Owned in several colors or styles | Buy X, get Y free | Free-shipping bar, cart add-on |
| Used up and re-bought | Quantity breaks or prepaid subscription | Order bump, after-purchase reorder |
| Used in steps | Routine or kit | Free samples, after-purchase upsell |
| Many variants of one thing | Build your own bundle | Tiered rewards bar |
| One higher-priced item | Good, better, best | Protection plan, pay later |
| Often bought as a gift | Complete the look or a gift set | Gift wrap, personalization |
Check the margin before you launch
Some offers cost nothing: a better version, a paid add-on or a protection plan usually add margin. Others give away money, and the question is whether they give away more than the bigger order brings in.
Costs margin on every order
- Sitewide percentage off
- Free shipping on everything
- A free gift with every order, whatever the size
Costs margin only when the order grows
- Buy X, get Y free and quantity breaks
- Spend more, save more
- Free shipping or a gift above a threshold
For each offer, work out what’s left per order after product, shipping, payment fees and the ad cost, at the new order value. If that number goes up, the offer works. More on the math in our bundle offers guide.
How to test offers
- One change at a time. Add the cart add-on this month, the order bump next month. Two at once and you can’t tell which worked.
- Judge by revenue per visitor and profit per order. A new offer can lower conversion rate a little and still earn more.
- Watch take rates. An order bump nobody ticks is noise on the page. Swap the product before you drop the idea.
- Check returns. Some offers raise order value and then come back as returns. Look at net revenue.
Common mistakes
- Too many offers on one page, so none of them is clear.
- An offer in the ad that doesn’t show up on the product page.
- A free-shipping threshold so high that nobody reaches it.
- Add-ons that have nothing to do with what’s in the cart.
- A sitewide sale running at the same time, so the other offers stop making sense.
The short version
- AOV grows in five ways: more of the same, more products, a better version, a basket goal, or an extra at the last step.
- Use one main offer that the ad promises, plus one small extra at each later step.
- Put each offer where it fits: bundles on the product page, thresholds in the cart, bumps at checkout.
- Offers that only cost margin when the order grows beat discounts that cost margin on every order.
- Test one offer at a time and judge by revenue per visitor and profit per order.
FAQ
What are the best ways to increase average order value?
Buy-X-get-Y-free bundles and quantity breaks for products people buy more than one of, kits and bought-together offers for products used together, good-better-best versions for single higher-priced items, free-shipping thresholds and free gifts above a spend, and small add-ons in the cart, at checkout and after purchase.
What is an order bump?
A tick box on the checkout page that adds a small, related product to the order, such as a travel-size version or a care product. It works because it needs no new page and no second decision.
What is the difference between an upsell and a cross-sell?
An upsell moves the customer to a more expensive version of what they’re buying, such as a bigger size or a better model. A cross-sell adds a different product, such as insoles with shoes. Both raise order value.
Where should a free-shipping threshold be set?
Just above the price of one typical item, so that two items qualify. Too high and nobody reaches it; below one item it does nothing for order value. Show a progress bar in the cart.
How many AOV offers should a store run at once?
One main offer that the ad promises and the product page shows first, plus one small extra at each later step, such as a cart add-on, an order bump and an after-purchase offer. More than that makes the page harder to read.
Do AOV offers hurt conversion rate?
Sometimes a little. That’s why they should be judged by revenue per visitor and profit per order, not conversion rate alone. An offer that lowers conversion slightly but raises order value a lot usually earns more.