As the owner of an ecommerce business, there are few moments more exciting than when an order shows up in your records—the exception in most cases being a particularly large order. It’s not difficult to identify that larger transactions are more desirable and better for business. Figuring out how to increase the chances of that happening, however, may prove more challenging.
Admittedly, we haven’t been a huge help in this department. While TeeChip is known for great margins and product variety, average order volume (AOV) has not been our strong suit. However, we’re working hard to change that, and we already have exciting news to share! The last two months have seen our efforts take shape as AOV increased to 1.35 units per order.
How is your AOV compared to this number? If it’s not quite there, follow along carefully and we’ll work together to increase it.
Over the past quarter, we formed a dedicated team at TeeChip, called the Experiments Team, to work on increasing AOV. Comprised of our most talented and experienced engineers, Experiments Team’s main focus was developing and testing various AOV increasing strategy for TeeChip to scale across our seller network. Of the 13 experiments conducted, 8 resulted in positive results and we have since rolled several out across the TeeChip platform for sellers to test—you may have already seen them in action!
Upsell Modal Between Buy and Cart Page
Our post-purchase upsell has consistently reported great results, which led us to wonder if we could achieve similar success by implementing it at an earlier point in the buying funnel. Once a shopper adds an item to their cart from the buy page, the first product found in an associated storefront gets displayed. If no associations have been made, the modal will not appear.
We’ve opened this experiment to all sellers under the following conditions:
- The display campaign (main campaign on the page) is in a storefront AND
- The user adds the item to the cart by clicking the “Add to Cart” button on the buy page
Upsell Modal Between Buy and Cart Page
Warning Modal on Cart Page
Making the customer experience as seamless as possible is a responsible and reasonable focus to encourage purchase. But how should we treat behavior blatantly opposite to buying—removing an item from the cart? We introduce a small dose of friction by asking them to confirm the action.
We’ve opened this experiment to all sellers under the following conditions:
- The user tries to remove an item from their cart on the cart page
Warning Modal on Cart Page
Add Matching Items on Cart Page
When a shopper adds an item to the cart, we can safely deduce that they like the design. With that in mind, we wondered if that sentiment was strong enough to encourage a last-minute addition on the cart page.
In this experiment, we added an option for buyers to add matching items to their cart. Currently, the options are limited to mugs until we can better understand the decision process.
We’ve opened this experiment to all sellers under the following conditions:
- Any respective item in the cart belongs to a campaign that has any mug AND
- That mug has not already been added to the cart
Add Matching Items on Cart Page
Embedded Upsell on Cart Page
Taking another page out of our post-purchase upsell flow, we decided to add an embedded upsell to the cart page. In this experiment, we grab the first product from the storefront associated with the first item in the cart. When the buyer clicks the “Add to Cart” button, the standard “Add to Cart” modal comes up.
We’ve opened this experiment to all sellers under the following conditions:
- There are items in the cart
- The first item in the cart has an associated storefront with products in it
Embedded Upsell on Cart Page
Free Shipping Threshold Progress Bar on Cart Page
Research has consistently found that certain neurotransmitters are released when we complete a task. That’s the psychology behind progress bars and why they work—consumers are eager to complete the bar to earn a prize. In this experiment, the prize is Free Shipping. By encouraging customers to complete the bar, we can entice them to add more items to their cart!
We’ve opened this experiment to all sellers under the following conditions:
- The domain has a Free Shipping Coupon applied
- The buyer has items in the cart
Free Shipping Threshold Progress Bar on Cart Page
Upsell Modal in Shopping Cart
When a shopper visits the cart page, they’ll see a modal which prompts them to consider additional items to their cart:
Upsell Modal in Shopping Cart
Shoppers will see this every time they visit the cart page provided the following three conditions are true:
- You’ve configured it within the Seller Dashboard
- The shopper has items in their cart
- The first item in the shoppers cart belongs to a storefront that contains additional products
If you’re as excited as we are, that answer is a resounding “YES!” In order to enable these experimental features for your custom domain storefront, be sure to complete the tasks below.
- Head to the Domains tab from your TeeChip dashboard view.
- Click into the domain you’d like to activate features for.
- Toggle the features you’d like to enable.
To ensure the features work correctly, don’t forget to:
- Add mugs and vertical posters to campaigns.
- Make sure multiple campaigns in a storefront have mugs and posters.
- Add reasonable Free Shipping Threshold coupons. We suggest keeping it at least $40-$60.
It’s an occasion to celebrate whenever a shopper makes a purchase from your store but the facts are straightforward: the volume of each purchase also matters. Purchases are supposed to offset your cost for acquiring the customer in the first place, so why wouldn’t you want to maximize the potential of each shopper buying more?
We started the Experiments Team specifically to uncover ways to increase AOV for every TeeChip seller, and this is just the beginning of our findings. In the coming months, expect to see:
- Experiments to increase average revenue per visit (ARPV).
- Occasional front-end changes as we conduct optimization experiments.
- Upgrades to current experiments to include additional product types and logic.
During this period, it’s important that you continue tagging your campaigns correctly. Leave the experiments to us!
