Controversial take: Free shipping thresholds work better than free shipping always. Why? Thresholds give customers a goal to hit. "Free shipping always" = no incentive to add more "$15 away from free shipping" = clear action to take Humans love closing gaps.

The mistake costing 6-figures/year: Treating all customers the same. Customer who spent $25: Show low-ticket upsell Customer who spent $100: Show premium upsell One-size-fits-all = leaving money on the table. Segment. Personalize. Profit.

Most stores think AOV & conversion rate are enemies Wrong They're partners when done right Bad AOV tactics hurt conversion: - 5 popups - Aggressive upsells - Confusing bundles Good AOV tactics boost conversion: - Free shipping incentive - Helpful recommendations -Social proof

The 80/20 of AOV: 80% of AOV lift comes from: - Free shipping threshold - One cart upsell - Post-purchase offer 20% comes from everything else. Stop overcomplicating it. Master those 3 things first.

Weird AOV insight: Showing product reviews at checkout decreases AOV. Why? Reviews create doubt at the worst possible moment. "Wait, let me read reviews before adding this..." Then they abandon cart. Reviews belong on product pages, not checkout.

The pricing mistake everyone makes: Setting bundles at "round" discounts. ❌ 3-pack: Save 20% ✅ 3-pack: Save $23.40 Specific savings feel more real than percentages. $23.40 > 20% in the customer's mind.