What is AOV (average order value)?
Also known as: Average order value
AOV is the average amount a customer spends per order — total revenue divided by number of orders.
Raising AOV is often easier than raising traffic, because it works on customers who have already decided to buy. Bundles, complementary product suggestions and free-shipping thresholds are the usual levers.
A free-shipping threshold only helps if it sits above your current AOV. Set it below and you simply give away shipping on orders you were already winning.