How to Increase the Average Order Value in Your Online Store: Psychology, UX, and Promotions

Getting a visitor to your website is only half the battle. The main goal of any business is to increase the purchase amount — the average order value.
This isn’t about manipulation, but about smart product presentation, understanding customer motivation, and creating an experience that inspires people to buy more — and enjoy it.

1. The Psychology of Choice: How to Influence Customer Decisions

1.1. The Contrast Principle
People perceive prices comparatively. When a higher-priced option is shown next to a basic one, the mid-priced product appears more attractive.
That’s why it’s effective to create “choice tiers”: for example, “Basic,” “Popular,” and “Premium” packages.

1.2. The Free Shipping Effect
Research shows that the phrase “Free shipping for orders over $30” can increase the average order value by 20–30%.
Customers are willing to add more items to their cart just to avoid paying for delivery.

1.3. The Power of Recommendations
Sections like “Frequently bought together” or “You may also like” build trust — the buyer sees social proof and feels more confident in their choice.

2. UX and Site Structure: How Design Impacts Purchase Value

2.1. Easy Navigation and Website Speed
Users should be able to find products quickly and effortlessly.
If the site lags or the checkout process is complicated, even a full cart can turn into an abandoned session.

2.2. Logical Upselling and Cross-Selling
Upselling means offering a higher-end version of the same product (“Add $10 to get the extended warranty version”).
Cross-selling suggests complementary items (“Laptop + bag, mouse, or stand”).
These blocks can be added on product pages, in the cart, or even in post-purchase emails.

2.3. Transparent Checkout Process
The checkout page should be simple — no unnecessary forms, hidden fees, or extra clicks.
The fewer barriers there are, the more likely customers will add another item “along the way.”

3. Promotions and Bonuses: How to Encourage Additional Purchases

3.1. Threshold Discounts
Instead of universal discounts, try “Get 10% off orders over $50.”
This motivates users to add more products to reach the threshold.

3.2. Loyalty and Reward Programs
Cashback, points, or bonus systems build a habit of returning to your store.
These mechanics work especially well in industries with repeat purchases (cosmetics, electronics, clothing).

3.3. Limited-Time Offers
Timers, seasonal sales, or birthday discounts create a sense of urgency.
If a customer adds an item to their cart but doesn’t complete the purchase, send an automated email or push notification with a personalized discount — this can increase conversions by 10–15%.

4. Content and Communication: Stay in Touch After the Purchase

Don’t disappear after the first sale.
Send your customer a follow-up email with tips on how to use the product or a selection of accessories that complement their purchase.
This not only increases future order values but also builds trust and loyalty.

5. Analytics and Testing

Data is your main growth driver. Track:

• average order value by channel (SEO, ads, email);
• products that are often bought together;
• cart abandonment points.

Based on these insights, you can test different upsell formats, CTAs, bonuses, and pricing thresholds to find your perfect profit formula.

Conclusion

Increasing the average order value isn’t about aggressive sales — it’s about creating a better user experience.
When customers feel cared for, see value, and have a smooth path to purchase, they don’t just spend more — they come back.

And that’s the most sustainable growth strategy for any online store.