Free shipping, fast delivery, and easy returns used to be differentiators.

Now, they’re simply expected.

If you’re an eCommerce advertiser, you’ve probably felt this shift. Customers have become so accustomed to these “perks” that they no longer have a significant impact on their own.

The challenge now is finding new ways to increase how much each customer buys, not just how often they click. That’s where focusing on Average Order Value (AOV) comes in.

Increasing your AOV is the online version of putting small, irresistible items by the checkout counter in a physical store. It’s about encouraging that extra purchase, the “why not add this too?” moment, but in a way that feels natural, not pushy.

Below are some of my go-to tactics for increasing AOV effectively, along with ideas you can test on your own store.

1. Create urgency and scarcity

Customers act faster when they feel time or availability is limited.

Simple messages like “Only 3 left in stock” or “Offer ends in 4 hours” can drive immediate decisions. If you offer next-day delivery, make sure that’s visible too.

A clear deadline like “Order by 4:00 PM for delivery tomorrow” sets expectations and encourages quick action. Just be honest, as urgency only works when it’s real.

2. Use gamification to make buying fun

Gamification can turn shopping into an experience.

A progress bar showing “You’re only $10 away from free shipping” often pushes customers to add another item to their cart. It reframes spending slightly more as a win rather than a cost.

You can also experiment with free gifts or mystery rewards once a cart crosses a certain value.

The key is to make the offer feel attainable and worthwhile. If someone’s just a small step away from unlocking an extra benefit, they’re much more likely to take it.

3. Bundle and cross-sell smartly

Bundles and cross-sells are still some of the most reliable ways to increase AOV.

Show complementary items directly on the product or cart page: “Others also bought…” or “Complete the look with…” often works better than a separate recommendations section.

Volume discounts, like “Buy 3, get 10% off” or “Buy 5, save 15%,” encourage customers to buy more in one go. Even the classic “Buy 3, pay for 2” remains effective because it gives buyers the sense of getting extra value.

The key is relevance. Offer bundles that make sense together, not random add-ons that feel forced.

Optmyzr’s Smart Product Labeler can make this easier by grouping products based on performance and feed attributes, for example, identifying your bestsellers (“Heroes”), moderate performers (“Sidekicks”), or underperformers (“Villains”).

This gives you a clearer view of which items to feature more prominently, which ones might pair well together, and which ones may need less focus during your upsell or cross-sell strategy.

4. Keep the customer experience simple

Upselling doesn’t mean overcomplicating the purchase process.

Every extra step or pop-up can hurt conversion rates if it feels intrusive. Keep the checkout flow clean and make the upsell options feel like part of the natural journey, not distractions.

Subtle prompts like “Add this to qualify for free shipping” work better than aggressive popups.

The goal is to make customers feel like they made the choice to buy more, not that they were pushed into it.

5. Test and Track What Works

Not every upsell or incentive will land perfectly with your audience.

Test small variations, like changing the copy, the placement, or the threshold for a free gift, and track how each version performs.

What boosts AOV in one store might not have the same effect in another.

That’s why it’s important to monitor your campaigns closely during busy shopping periods.

However, testing and learning are only half the battle.

The real challenge comes in reacting fast enough, especially when things change hour by hour during big sale events.

That’s where automation can protect performance without constant manual checks.

With Optmyzr’s Rule Engine, you can automate checks and actions that keep your campaigns running efficiently.

Use one of the pre-built strategies or set up your own if-this-then-that logic, for example, if a campaign’s cost spikes without conversions, then pause it, or if a product’s ROAS exceeds target, then increase its budget.

It’s a simple, reliable way to stay in control, even during high-traffic sale days when things change fast.

Make every sale count with Optmyzr’s BFCM Dashboard

When it comes to the biggest sales of the year, like Black Friday and Cyber Monday, timing and visibility are everything.

Campaigns move fast, budgets drain quicker than expected, and even small issues, like a broken feed or a sudden drop in conversions, can mean lost revenue before you’ve even had a chance to react.

Optmyzr’s new Black Friday Dashboard gives advertisers a clear, real-time view of how their campaigns are performing across Google Ads, Google Analytics, and Google Merchant Center, all in one place.

It refreshes every 30 minutes, so you can catch problems early, reallocate budget instantly, and make smarter decisions while the sale is still happening.

Whether it’s spotting which campaigns are pacing too quickly, finding underperforming product categories, or seeing which landing pages are converting best, this dashboard helps you stay one step ahead.

Also Read: Q4 Prep Checklist for Winning Black Friday & Cyber Monday

Make every optimization count with Optmyzr

Average Order Value is one of those metrics that quietly shows how well your entire strategy is working. When customers find real value in your offers and experience, they naturally buy more (no gimmicks needed).

Small, thoughtful changes, a clearer offer, better timing, or a smarter upsell can compound into meaningful results.

Keep testing, stay consistent, and let data guide your decisions. Over time, those small optimizations will add up to a stronger bottom line.

And when you combine a clear strategy with the right tools, it becomes much easier to stay on top of performance and spot new opportunities. That’s exactly where Optmyzr can help.

Start your 14-day free trial today and see how smarter insights and real-time visibility can help you make every sale count.

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Morten Paamejer is a Senior PPC Specialist at SavvyRevenue, where he helps eCommerce brands grow through data-driven Google Ads strategies and smart account optimization.

With a background in digital marketing and several years of experience at agencies like LAZZAWEB, Morten has developed a strong focus on scaling campaigns efficiently while keeping profitability top of mind.

This article is a reflection of the author’s experiences and opinions. Optmyzr believes that there are many ways to win in digital advertising, and is committed to presenting a diverse range of ideas and approaches.