The problem: AOV in Q1 2015 was less than Q1 2014. The solution:

By Marc Hummel

June 18, 2015

Here's the first-quarter Average Order Value (AOV) across the major ecommerce players in 2015 and 2014.

Screen Shot 2015-06-18 at 10.43.04 AM

Spot the interesting trend there? AOV dipped slightly across mobile devices, but actually inched up a tad for shoppers using desktop PCs.

This may not be indicative of a long-term trend; we need more data before we can make that assumption. But it should certainly serve as a warning. You may want to think twice before you shift your valuable creative/IT resources from desktop to mobile projects.

You also may want to focus on ways you can increase AOV from your mobile shoppers. One way you can do that is to improve the digital customer experience for those visitors.

As we reported in our Ecommerce Quarterly for Q1 2015,  Monetate customer Brownells found a novel way to amp up AOV by nearly 24%. How'd they do it?

They targeted shoppers from a specific niche site with a set of three different product category recommendation grids on their homepage: one for clearance items, within that category.

Because those shoppers were coming from a niche site, these product recommendations put their interests right in front of them (not buried a click or two deeper). The results were as satisfying for the shoppers as they were for the retailer: a 23.8% lift in average order value

Monetate EQ1 2015

The EQ is chock-full of actionable stats and real-world customer examples from Microsoft, Kipling, and others. Download your copy of the Monetate EQ1 2015 now.

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Marc Hummel is a former Content Marketing Associate for Monetate. He's also a part-time grad student at the University of Pennsylvania. He enjoys biking to work, reading, listening to podcasts/music, and eating ice cream. Usually not all at once. For more about Marc, go here.

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