AOV 2.0 - Why Retailers Must Embrace Multiple Metrics

To maximize the benefits of coupon marketing, retailers should not rely on just one average order value (AOV) metric. Instead, they should monitor AOVs per device, region, age group, gender, and other relevant metrics. AOVs can vary significantly between users living in different regions or using different devices.

As a coupon website, we appreciate affiliate program managers who offer tier-based coupon codes to increase AOVs. These managers demonstrate a focus on data and are more likely to succeed with their coupon campaigns. We have years of experience and data on coupon conversion metrics that we use to provide feedback to affiliate program managers for future campaigns.

To optimize coupon campaigns and increase conversions, retailers should provide publishers with a comprehensive overview of their AOV mapping. This includes the lowest and highest AOVs per region and device. With this information, publishers can create targeted offers for mobile, tablet, and desktop users.

For instance, we recently ran a campaign with one of our retailers and discovered that mobile AOVs were nearly 20% higher than desktop AOVs. This prompted us to offer different tiered promo codes for users landing on our site via mobile versus desktop. By tailoring our coupon codes to specific devices and regions, we addressed our retailer partner's initial concerns and increased overall conversions on each device with targeted campaigns.

Suppose you're working with an influencer whose target audience is women over 45, and your internal data shows that their AOVs are lower than other groups. In that case, it's important not to push the same discount offer to all demographics. Instead, you should devise a strategy targeting this specific group.

Another scenario is when you have excess inventory in a specific category you want to sell, and you know it's popular in California. You can quickly get these products sold with a good coupon offer. However, if you see higher AOVs from the state of New York, you can create a coupon strategy and work with sites that target users specifically in that state first.

In conclusion, retailers should not rely on just one AOV metric but monitor AOVs per device, region, age group, gender, and other relevant metrics. By providing comprehensive AOV mapping information to coupon publishers, retailers can create targeted offers and increase the likelihood of conversions.

When working with coupon publishers, retailers should provide several AOV metrics to allow for more effective coupon campaigns.

My question to you is;

What is your AOV? Let’s increase it together.