Overview

The AOV (Average Order Value) of App Purchases refers to the average amount spent each time a customer makes a purchase through an app.

What is AOV of App Purchases?

Average Order Value (AOV) of App Purchases is a critical ecommerce metric that measures the average total of every order placed through a mobile application over a defined period. The metric is mostly used by ecommerce businesses to analyze customer behaviour and to provide insights into the sales pattern.

Formula

AOV of App Purchases = Total Revenue from App / Total Number of Orders via App

Example

For instance, if an ecommerce platform generated $10,000 in revenue from 200 orders through its mobile app in a month, the AOV for that month is $50 ($10,000/200).

Why is AOV of App Purchases important?

AOV of App Purchases is a key performance indicator that ecommerce businesses prioritize. It provides insights to decision-makers about their customers’ purchasing behaviour within their applications. It plays a pivotal role in measuring the company’s sales growth and aids in forming strategic decisions to improve revenue. It’s an important metric used to calculate other vital statistics like customer life time value.

Which factors impact AOV of App Purchases?

Numerous factors contribute to the AOV of app purchases. Some of these encompass the user interface and experience, app performance, and product pricing. Exclusive app discounts, personalized marketing, and a secure checkout process also play a significant role.

How can AOV of App Purchases be improved?

The AOV of app purchases, can be improved by strategic methodologies. Upselling and cross-selling are two popular strategies where businesses promote more expensive items or additional products to increase the value of a single order. Providing incentives like free shipping for orders above a certain price can also encourage customers to spend more.