10 moves that bring more money from almost every order

Foreword

Before you get into a new area, it’s always good to first answer a simple question for yourself: why do it at all?

Once you understand what a particular action can bring you, it becomes much easier to make decisions, plan priorities and, most importantly — start acting.

That’s exactly why it makes sense to understand where the hidden power of average order value (AOV) lies and why it’s worth working on it deliberately.

This guide isn’t theory.

I’ve been collecting and testing these tactics over the last few years — both in my own e‑shops and with clients.

I drew inspiration from the best in the USA and Western Europe, followed hundreds of foreign sources, newsletters and case studies.

Gradually I picked out only what delivers real results.

IMPORTANT

We’re all only human. We have plenty of ideas, but getting them done often drags on far too long — or we never finish some things at all.

And so one small tip if you’re getting into something new or unfamiliar: don’t strive for perfection. It’s better to launch something than to fine-tune endlessly and in the end never launch at all.

I rewrote even this document several times.

I shared it with you — owners and marketers of e‑shops. I listened to the feedback, asked you how you have things set up, what works for you and what you’re missing.

I found out which techniques can realistically be implemented and which bring results. I’ve included the best of them here.

Many of you confirmed to me that even a small change in AOV made a big difference in profit. And I saw it in my own numbers too.

That’s why I want to encourage you:

try implementing at least 1–2 methods from this list. Test them, watch what works specifically for you. And you’ll see that it opens up new possibilities you may not even have considered until now.

Fingers crossed for you, and feel free to get in touch with your results!

Best regards,

Vladislav Matrosov

CPO & Founder GetProfit.cz

What does raising the average order bring?

• Increase revenue without raising the advertising budget
• Get a better return from your campaigns (ROAS)
• Make better use of the traffic you already have
• Increase profit without discounting or cutting margins
• Gain room for further benefits — free shipping, gifts, loyalty programmes

Even a small shift of 10–20 % in AOV can, combined with campaign optimisation, mean hundreds of thousands extra per year

Briefly about the guide:

No fluff. Proven in practice. Ready to use.

We have these methods tested on our own e‑shops and with clients — they raised AOV and brought more money without any need to increase traffic.

You’ll get practical tips, specific examples and procedures you can apply in your e-shop straight away.

• We’ve split the tactics by difficulty (time, technical, resource), impact and speed of results
• With each one you’ll find which e-shops it suits best
• But don’t take our recommendations as dogma. If a tactic appeals to you – feel free to use it outside the stated context as well.

Important: this isn’t a checklist for reading, but for doing.

It’s better to implement 1–2 things properly than to try everything and finish nothing.

So get to it. Test. Evaluate. And above all — don’t let this guide go to waste.

1. Adding new products with a higher average price

Suitable for almost all e-shops. Only for single-product projects do we recommend considering whether the method makes sense.

One of the simplest ways to raise average order value is to expand your assortment with products priced above your current average. They don’t necessarily have to be expensive goods – it’s enough that their price is 20–50 % higher than your usual average order.

Difficulty: 1 out of 5

Impact: 4 out of 5

Speed of results: 3 out of 5

Why does it work?

• Customers who are ready to spend more often don’t find matching products in your offer.
• More expensive products raise cart value naturally, without any need for discounts or promotions.
• You can later recommend them as a “better variant” to cheaper products.

Micro plan: how to do it step by step

Find out your average cart

• Look at the data for the last 30 days – how much a customer spends on average.
• Formula: Revenue / Number of Orders = AOV (average order value)
• For advanced users: measure the average order for each month of the year.

Define the price band of the new products

• If your average cart is e.g. 1,200 CZK, look for products with a selling price of more than 1,500+ CZK.
• You can try adding a product that’s several times more expensive too, but I’d be careful.

Find suitable products

• Extending existing categories with premium versions (e.g. larger packs, gift sets, branded variants).
• New product categories that make sense for your target customers.

Test demand

• Add items gradually, say 50 per 1 week.
• Recommend them in e-mails, in the cart or as an upsell on the product detail page.

Analyse the results

• Watch how these products affect the average order.
• If they work, add more and build a “premium selection”.
• At the same time you can gradually remove from your offer products that have no sales at all

Extra tips:

• On the product detail page, state who the product is suitable for (e.g. for more demanding customers, as a gift, etc.). State who the product is intended for – it will increase both conversion and the relevance of the offer.

Example of a description for a more expensive product:

“Premium cordless drill that makes every job easier for you

Discover a drill that combines power, comfort and reliability in one. Thanks to its ergonomic handle you’ll manage it with one hand without any problem, which you’ll appreciate not only in everyday work but also in hard-to-reach places or more difficult conditions.

The drill has a powerful motor that ensures smooth drilling even into harder materials — and without unnecessary effort. Working with it is significantly faster, more precise and less tiring.

The built-in rechargeable battery lasts up to 110 minutes of continuous drilling. Charging takes 80 to 120 minutes, so if you need to work all day, it’s enough to have just one spare battery and you can carry on without interruption.

This drill is a great investment not only for home DIYers but also for professionals who rely on their tools every day. User reviews confirm its reliability, long endurance and comfortable use.”

Example of a description for a cheaper product:

“A reliable drill for every household

A practical and affordable drill is exactly what you need. Whether you want to hang a shelf, assemble furniture or fix something to the wall — it will handle it quickly, without unnecessary setup and complications.

The drill is easy to control and undemanding to use, so even those holding one for the first time will manage. Thanks to its ergonomic design it sits comfortably in the hand and won’t tire you even during longer work.

The package includes universal bits that will cover most common household needs – from wood to metal. You don’t have to worry about compatibility – you just plug in and drill.

Ideal as basic household equipment. Its excellent price-to-performance ratio makes it a choice appreciated by anyone who wants the certainty at home that they can handle repairs or assembly without calling a tradesman.”

• Use the psychology of choice: offer 3 variants – cheap, mid-range and premium (the so-called “good-better-best” model, the way Alza does it, for instance).
• Consider gift packaging or limited editions as a way to justify a higher price.

2. Calculate your average order value and offer free shipping

For almost every e-shop, if you have something extra to offer, especially those that already offer free shipping on everything, for instance — mujkoberec.cz

One of the most effective ways to motivate customers to spend more is to offer free shipping, but only from a certain amount – higher than your average cart. Ideally by roughly 20-40 %, or a few hundred more (it depends on what the customer can buy on top at your shop).

E.g. if your average cart is 1,000 CZK, offer free shipping only from 1,300-1500 CZK.

Difficulty: 1 out of 5

Impact: 4 out of 5

Speed of results: 4 out of 5

Why does it work?

• Customers don’t like paying for shipping and would rather throw something extra into the cart than pay e.g. 69-119 CZK for delivery.
• If you have suitable add-on products, you can increase not only the order value but also profit.
• It lets you create targeted incentives such as: “Add another 215 CZK to your cart and you get free shipping.” It’s important to communicate this benefit clearly – ideally already in the cart or in a notification.

Micro plan step by step:

Calculate the average order value for the last 30 days

• E.g. 950 CZK.

Calculate the new free-shipping threshold

• 950 CZK × 1.3 = 1,235 CZK → round it up, e.g. to 1,250 CZK.

Check whether you have something to offer as an add-on

• Products priced 200–400 CZK (it can be more)
• Small add-ons, accessories, sets, repeat purchases
• High-margin products

Implement the information in the cart and on the site

• In the cart: “Buy another 210 CZK worth and you get free shipping!”
• In a banner or notice on the site
• In the abandoned-cart e-mail

Watch the results and test different thresholds

• If the threshold turns out to be too high, adjust it
• If it works well, consider other benefits too (a gift with the order faster dispatch etc.).
• Minimum test — a month.

Extra tips:

• Don’t make free shipping blanket – you lose the motivation to raise the order (unless it’s one of your e-shop’s advantages).
• Use plugins that show in real time how much is missing for free shipping.
• Combine it with cross-selling: recommend relevant products that will help the customer reach the target amount.

3. What else can a customer buy with your products?

Focus on cross-selling and raise order value naturally.

Difficulty: 3 out of 5

Impact: 4 out of 5

Speed of results: 3 out of 5

The customer already has something in the cart – which means they’re ready to buy. That’s the ideal moment to offer them related products that:

• increase comfort,
• complement the main product,
• or are an impulse purchase with a good margin.

Examples:

• Car radio → USB flash drive, adapter, phone holder
• Coffee machine → mugs, coffee, cleaner
• Laptop → bag, mouse, mat, extended warranty
• Cosmetics → make-up removal pads, gift packaging, mirror, cosmetic bags
• Children’s toys → batteries, storage boxes, colouring books

Micro plan step by step:

Go through your top 20 products by revenue

• Find the main products that sell most often.

For each of them write 1–3 add-on products

• Think about it: what would a person buy alongside it if someone offered it to them?
• For advanced users: get feedback from customers who have already bought this from you.

Adjust the recommendations in your e-shop

• On the product detail page show “We recommend buying alongside”
• In the cart show “You might also find this useful”
• After the purchase offer add-ons in an e-mail (“What else do you need for this?”)

Track conversions on these offers

• If some add-on works well, turn it into a bundle
• Consider promotions like “Buy together and save 10 %” too

Extra tips:

• Don’t overwhelm the customer with 10 products. 1–3 relevant offers are enough, ideally with an image and price.
• Add-on products should have a good margin and be available in stock.
• Test different combinations – sometimes unexpected pairs work best (e.g. a stylish thermo mug with books).

4. Offer a bundle via a popup after adding to cart

Use the moment when the customer already has their “wallet open”.

When a customer adds a product to the cart, that’s the ideal moment to offer them an advantageous bundle. There’s no need to disturb them while browsing – wait for the moment when they’ve already decided to buy.

Difficulty: 4 out of 5

Impact: 5 out of 5

Speed of results: 4 out of 5

The popup can show:

• A set of products at a better price
• A customer recommendation: “Customers often buy this combination together”
• A note about the benefit: “You’ll get a better price or free shipping”

If you use Shopify, we recommend trying the OneClickUpSell add-on.

Micro plan step by step:

Pick the main products you want to create bundles for

• E.g. coffee machine → coffee + mugs, car radio → USB + holder.

Put together advantageous bundles (bundle offers)

• A discount on the whole thing or only on the added item (e.g. -10 %, or 150 CZK.)
• Free shipping when buying the whole set
• A bonus gift

Implement the popup in the cart or on clicking “Add to cart”

• “Popular choice – most customers also add…”
• “Get the whole bundle at a discount”

A/B test different variants

• Text (e.g. “Save” vs. “We recommend” vs. “Popular combination”)
• Visuals: a real photo of the bundle works better than individual images

Track conversions and average order value

• If it works, extend bundles to further categories
• Also try “limited-time offer” offers (FOMO)

Extra tips:

• Use social proof: “80 % of customers also add a USB stick.”
• In the popup, allow the whole bundle to be added with one click.
• If you have several types of customers, create different bundle variants – basic, standard, premium.

5. Add an extended warranty of 3–5 years

Why it works:

• Customers feel greater certainty when buying.
• An extended warranty is a low-cost add-on with a high margin.
• It uses the psychology of safety: “If something breaks, I’ve got peace of mind.”

You’ll increase trust and at the same time average order value

Do you sell products with a longer lifespan? Offer an extended warranty with them – this not only increases customer trust, it’s also an excellent way to raise order value without logistics and warehousing.

Difficulty: 1 out of 5

Impact: 2 out of 5

Speed of results: 3 out of 5

Micro plan step by step:

Pick suitable products for the warranty offer

• Electronics, appliances, hobby products, more expensive household equipment
• Products where the customer fears a failure
• It can be used on other products too (e.g.: flooring, home decor, kitchen accessories)

Create a clear warranty offer

• E.g. “Buy an extended warranty for 3 more years for 249 CZK”
• Clarify what the warranty covers (ideally in simple language)

Show the offer in the cart or with the product

• Also suitable as a checkbox: “I want to extend the warranty”
• Add an explanatory tooltip or mini FAQ

Consider a partnership with an insurer or an external service

• If you don’t want to handle warranties in-house, you can work with companies (if you have products with high complaint rates).

Track conversion and contribution to margin

• An extended warranty can have a conversion rate of 5–15 % and high profit at minimal cost

Extra tips:

• Use phrases like “Buy without worries” or “Safe purchase for 5 years” – it sounds specific and trustworthy.
• Let the customer add the warranty later too, by e-mail or in their account after the purchase, with FOMO.

6. Add an information product to the order

You’ll increase cart value and at the same time strengthen trust in your brand.

Info products (e.g. e-books, guides, video courses, checklists) are digital goods with no warehousing costs, but with a high perceived value. If it’s well targeted, the customer may willingly pay extra or, thanks to it, decide to complete the purchase.

Difficulty: 3 out of 5

Impact: 3 out of 5

Speed of results: 3 out of 5

Examples:

E-shop with kitchen equipment

→ e-book: “The 10 biggest mistakes when baking bread at home”

Car accessories

→ video guide: “How to replace a car radio properly without a service centre”

Cosmetics

→ PDF: “Daily routine for healthy skin: step by step”

Sports nutrition

→ e-book: “Strength training for beginners + a 7-day meal plan”

Micro plan step by step:

Identify what your customers are dealing with or want to do better

• Start with questions: what does the customer need to know to get the most out of the product?
• What could help them achieve a better result?

Create a simple info product

• PDF (2–10 pages), video (5–15 minutes), checklist, guide
• You don’t have to write a book – valuable content that looks professional is enough

Show it as an upsell in the cart or after the product is added

• “Would you like a guide on how to get the most out of it? Add for 99 CZK”
• You can also give it free as a bonus with specific orders

After the purchase, deliver it automatically by e-mail or in the customer’s account

• Use sequences in your e-mailing

Track how many customers add the info product

• Test different formats and topics

Extra tips:

• You can also use the info product as a lead magnet to collect contacts.
• If it’s successful, create a whole library of mini info products that can be combined.
• Give customers the option to write a review — you’ll strengthen trust and get feedback.
• You can arrange things with bloggers and use their content.

7. Offer a volume discount

The more the customer buys, the better the price they get.

A volume discount is a simple and effective way to increase the number of items in the cart and at the same time raise average order value. Customers get the feeling that they “bought well”, and you sell more.

Difficulty: 1 out of 5

Impact: 3 out of 5

Speed of results: 3 out of 5

Why it works:

• Psychological effect: people love discounts and promotions of the “take more and save” type.
• A customer often buys more than they originally planned, just to get a better price.
• It works great for products that are consumed repeatedly or work as a gift.

Examples in practice:

• 1 pc = 299 CZK, 2 pcs = 279 CZK/pc, 3 pcs and more = 249 CZK/pc
• Cosmetics: 1 cream for 390 CZK → 2 pcs = 690 CZK (saves 90 CZK)
• Coffee: 1 pack of 250 g = 149 CZK → 3+ packs = 129 CZK/pc
• Food supplements: 1 piece = 499 CZK, 2 pieces = 899 CZK, 3 pieces = 1199 CZK

Micro plan step by step:

Pick suitable products. These work best:

• Fast-moving goods (cosmetics, food, drugstore items)
• Products customers buy repeatedly
• Gift and seasonal products

Define the price tiers

• Make sure the discount is motivating but still profitable.

Show volume discounts directly on the product detail page

• A clear price table by number of pieces
• Visuals: “Buy 3, pay less”
• The table should be simple without unnecessary information (2-3 variants)
• For items that can be bought as a pack, set the most expensive and most advantageous variant as the default (works best in FMCG)

Ensure the right logic in the cart

• The e-shop has to recalculate the price automatically by number of pieces

Mark products with a “Discount on multiple pieces” label

• It will increase both CTR and conversions while browsing the catalogue

Extra tips:

• Combine with add-on products: “Buy 2 mugs, get the 3rd for half price”
• Turn it into a time-limited promotion: “This week only”
• Watch which price tiers work best and optimise the offer accordingly
• Don’t launch it on everything at once, but gradually by goods category.

8. Offer a discount on the second product, free shipping or a small bonus

A small extra impulse often decides a bigger purchase

Sometimes a customer hesitates whether to buy just one product — or throw in another. A small extra benefit can tip their decision in your favour. You don’t have to give a discount straight away – smart motivation is enough: free shipping, a discount on the second piece, a printed manual or a small gift.

Difficulty: 3 out of 5

Impact: 3 out of 5

Speed of results: 3 out of 5

What you can offer:

A discount on the second product

• E.g. “Second piece at -30 %” or “2nd product for half price”

Free shipping when buying 2 pcs

• Works great with household products, cosmetics, accessories and similar.

A small bonus for free

• E.g. a printed guide, a sample, a mini accessory, a fabric pouch and similar.

A manual, e-book, guide in PDF

• E.g. “When you buy 2 pcs you get our user guide as a gift worth 199 CZK”

Micro plan step by step:

Choose the main product where it makes sense to offer a 2nd piece or a bonus

• Ideally products that customers often buy several times or that could easily be gift-wrapped.

Choose the type of motivation (discount / shipping / bonus)

• Discount on the 2nd piece: ideal for “impulse” categories
• Free shipping: the customer saves and you get higher revenue
• Bonus: small value, but high perceived benefit

Communicate the offer on the product detail page and in the cart

• “Buy 2 and get free shipping”
• “2nd mug for half price – an ideal gift”

Ensure it’s applied correctly and automatically in the cart

• Via a plugin, script or the e-shop platform settings

Test different variants and watch what raises the average cart the most

Extra tips:

• Use a time limit: “This week only: 2nd piece at a discount”
• Combine with remarketing: “Did you forget to add a second piece and get the discount?”
• With free shipping, state the specific saving: “You’ll save 89 CZK on shipping”

9. Use Upsell: offer a better, more powerful or larger variant

The customer has already decided to buy — now it’s time to suggest something better.

Upsell is a technique where you offer the customer a more expensive, higher-quality, more margin-friendly or larger version of a product than the one they originally chose.

The goal isn’t to “sell more”, but to help the customer choose something better – with higher value. And thereby raise average order value at the same time.

Difficulty: 3 out of 5

Impact: 3 out of

Speed of results: 2 out of 5

Why it works:

• The customer is already in the buying phase, they’re open to a recommendation.
• If the upsell makes sense, many perceive it as help, not as a sales trick.
• It works great with products where variants exist by quality, size, capacity or material.
• If you sell goods that are already offered on the market, you probably have a smaller margin. You offer an alternative product at the same or even lower price, but if you have bigger margins. Even better if it’s a few percent more expensive, but you can offer a larger volume with it, for instance.

Examples in practice:

• 300 ml mug → offer a 500 ml thermo mug
• 32 GB USB drive → offer 128 GB at an attractive price
• Basic cosmetic cream → offer a premium line with a better composition
• Basic pack of coffee capsules → an advantageous pack 3× larger with a gift

Micro plan step by step:

Determine the products for which a “better” variant can be offered

• A more expensive model, a larger pack, a newer version, extra features

Prepare persuasive copy for the offer

• “Consider a better variant with higher capacity”
• “For just 150 CZK more you get…”

Show the upsell during product selection or in the cart

• In the form of a switch: “Basic / Premium”
• A popup when adding to cart: “Customers often prefer this model”

Test different variants and track conversions on upsell offers

• For some products, 10–25 % of customers may be interested in the better variant

Extra tips:

• Important: the upsell has to have real added value – otherwise it loses trust.
• Don’t automatically offer only the more expensive variant – emphasise the extra benefits.
• Combine it with a visual comparison: “what you get extra for a few crowns”

For advanced users:

Market analysis will help you find out where demand is greater. For the analysis you can use:

• Google Merchant Center
• Customer feedback
• Reviews on comparison sites

It will help you understand customer needs better and improve your offer.

10. Segment products by price and potential in advertising

Optimise campaigns, stop spending on clicks that don’t bring results.

Many e-shops needlessly advertise all products the same way — regardless of price, margin or revenue. The result is that campaigns “burn budget” on products that aren’t worth promoting, while genuinely profitable items don’t get enough room.

Difficulty: 3 out of 5

Impact: 4 out of 5

Speed of results: 4 out of 5

The right product segmentation will allow you to:

• Prioritise products with a higher average order
• Limit or exclude products with low ROAS
• Distribute budget better between different price levels
• Use a different approach for more expensive vs. cheaper assortment

Why it works:

• Products with a higher price tend to have greater potential to raise AOV (e.g. 1 conversion for 2,000 CZK is more valuable than 4 conversions of 400 CZK).
• Cheap products often bring inefficient traffic — low profit, high cost-to-revenue ratio.
• Each price category can have a different type of customer, a different message, a different funnel.

Micro plan step by step:

Split products into price segments

E.g.:

• 0–500 CZK
• 501–1,000 CZK
• 1,001–2,000 CZK
• 2,000+ CZK

Evaluate the performance of each group

In Google Ads / Google Analytics / Looker Studio find out:

• ROAS, CPA, AOV by product price
• What sells → with what return
• Where budget is burned and where profit is created

Create separate campaigns for the different segments

You can:

• adjust bidding (higher for premium products)
• change strategy (PMax, Shopping, remarketing)
• test different messages / USPs for each group

Use GetProfit

• GetProfit does this automatically.
• It identifies the products dragging campaigns down and creates a structure of advertising campaigns for effective budget distribution in Google Ads.

Read how e‑shops managed to increase the efficiency of their advertising campaigns thanks to GetProfit:

• How effective assortment management lifted ROAS from 243% to 650%
• How we tripled an e-shop’s revenue in 2 months

Extra tips:

• Tracking AOV by campaign will often show you where your biggest hidden opportunities are.
• Products with a higher price often require a different creative approach — don’t forget the value proposition, social proof, comparison of variants.