Understanding your consumers is key to the success of any business. To truly understand your new or existing customers, you need to have a clear picture of their purchasing behavior: this is where an average order value (AOV) reports come in handy.

Together, we will explore what an AOV report is and why it is important for your B2B business. We will also dive into the important metrics that need to be included in your report and provide you with top tips on how to maximize the benefits of an AOV report.

Furthermore, we will discuss industry benchmarks for AOV reports and how revenue per visitor (RPV) is connected to your report. Read on to gain a deeper understanding of your consumers through an AOV report and take your business to new heights.

Understanding your consumers with an AOV report

Maximize your understanding of customer behavior with an AOV report. You will be able to:

  • Identify upsell and/or cross-sell opportunities
  • Create targeted marketing campaigns
  • Offer personalized deals using metrics like RPV and conversion rates

Improve your business's performance with this powerful insight that ultimately supports customer retention, customer lifetime value, and customer loyalty.

What is an AOV report?

An AOV report is a useful tool that businesses use to analyze the average amount of money spent per transaction by customers.

This report provides insights into customer behavior and helps identify ways to increase sales and further optimization of profit margins. When used with other metrics, businesses can gain a comprehensive understanding of consumer behavior to both attract new customers and build out a customer loyalty program in the long term.

Why is an AOV report important for your B2B business?

Why is an AOV report important for your B2B business?

Regularly reviewing AOV reports is crucial for B2B businesses. It helps:

  1. Identify popular products and services in one’s shopping cart
  2. Inform pricing strategy and promotion decisions
  3. Allow for strategic planning to address revenue growth and profitability

Understanding purchasing behavior is key to success, especially for e-commerce or online businesses such as Amazon and Shopify, where cart abandonment is a common occurrence.

Additionally, some companies adopt a Buy Now Pay Later strategy to also help boost sales and reduce cart abandonment. This is especially prevalent for online retailers who use a service like Affirm to allow all their customers to pay for goods in installments over a period of time.

Calculating AOV: metrics to include in your report

Measuring the average order value of your customer base is essential in understanding their purchasing patterns and making informed business decisions.

To calculate AOV, divide total revenue by the total number of orders.

Consider using customer segments or minimum order values to analyze this metric further.

Top tips to maximize your AOV report

To increase revenue and profitability, it's essential to:

  • Segment customers based on their purchasing habits
  • Offer upselling opportunities including complementary products
  • Create personalized product recommendations using an AOV report

Analyzing AOV trends is a great way to identify changes in consumer behavior. Utilize different marketing efforts such as Google paid ads, social media campaigns or email marketing to boost your metrics with mobile app, a coupon or volume discounts for the next purchase.

Create custom dashboards for a more comprehensive overview of total revenue or conversion rate or customer acquisition costs. Consider A/B testing for related products and optimizing shipping costs by including a free shipping threshold with minimum order values.

Utilize email marketing to boost AOV

Increase the effectiveness of your AOV report with email marketing. Offer volume discounts, free shipping, or incentives to motivate customers for additional purchases and achieve a higher average order value.

You can also personalize emails based on behavior and preferences to improve conversion rates at checkout. Analyze AOV metrics regularly for improvement opportunities especially those tied to the customer experience.

Create a custom dashboard to monitor AOV progress

To effectively monitor your average order value, create a custom dashboard that includes key metrics such as purchase history and customer behavior. Visual aids like charts and graphs can aid in goal setting and monitoring. It's crucial to review the dashboard regularly to adjust strategies according to trends.

How RPV is connected to your AOV report

By analyzing revenue per visitor, you can identify which products or categories drive higher revenue per visitor. This information can be used to optimize your marketing strategy and website.

Improving the conversion rate by cross-selling additional products or offering volume discounts on minimum purchase value via email or mobile app can increase the average order value.

Industry benchmarks for AOV reports

Industry benchmarks for AOV reports

Understanding how your business's average order value compares to industry benchmarks is crucial for identifying opportunities to increase revenue. Analyzing AOV trends over time and comparing them with your customers' behavior can reveal insights into competitor strategies.

Use this information to optimize volume discounts, minimum purchase values or offer free shipping to increase total revenue and RPV.

Frequently asked questions

What are the must-have items to include in your AOV report?

When creating an AOV report, make sure to include the average dollar amount customers spend per order, as well as data on sales, revenue, and number of orders.

Additionally, focus on identifying which products or categories are generating the most revenue for your e-commerce business and consider including customer demographics and behavior to gain insights into consumer behavior.

What are examples of good AOV reports?

AOV reports that are effective provide a comprehensive view of customer behavior and analyze data from various sources, identifying trends such as product bundling or successful promotions. They should also offer actionable insights for boosting sales and customer engagement.

How hard is it to build and manage an AOV report?

Creating and maintaining an AOV report can be difficult, but the benefits are significant. It involves collecting and organizing data from multiple sources.

Automated reporting tools can simplify the task while regular reviews offer insights into consumer behavior that can inform business decisions.


In conclusion, an AOV report can provide valuable insights into your customers' behavior and help you make data-driven decisions to improve your business's performance. By understanding what motivates your customers to purchase, you can tailor your marketing strategies to increase AOV and ultimately grow revenue.

Don't underestimate the power of analyzing your sales data and take advantage of the tips we've provided in this blog to maximize your AOV report's potential.

To learn more about how offering net terms can boost your online stores’ sales, read our guide.