This company’s business has basically tripled between 2016 and 2017. We identified, via running an 80/20 RFM Report, that increasing AOV by creating logical reasons for customers to buy more supply with each order was a key growth lever. In 2016, their AOV was just over $100. In 2017, AOV had decreased to just under $100.
Equnity has two distinct types of buyers, each requiring their own New Customer Welcome Campaign (sample and full product buyers). We recommended, and implemented, that each New Customer Welcome Campaign be optimized to encourage customers to add more supply to their next order.
Working from an older version of some campaign content that wasn’t performing well, in early Jan 2017 we re-launched new campaign content that fit these goals of nurturing better quality, higher-AOV orders.
Both of these campaigns - running since early January 2018 - are closing significantly higher AOV than the un-optimized versions. Customers in the Sample campaign are converting at an AOV of $105.70 versus $80.71 prior to the changes. This represents an increase of 31%. Customers in the normal product re-purchase are converting at an AOV of $148.22 versus $135.89 prior to the changes. This represents an increase of 9%.