How Size Recommendations Influence AOV
Average order value (“AOV”) is simply calculated by dividing the value of orders by the number of orders over a period of time. This number is one of the most important eCommerce KPIs. Let's take a deeper look at how size recommendations can influence your AOV.
There are many strategies to increase AOV, like extending your product offering, increasing product prices, creating product bundles, extending incentives for additional cart value, and many others. While there are numerous methods used by brands to increase an order's overall value, they tend to be over complicated and can take months to optimize. However, size recommendations are one of the easiest strategies for brands to implement despite being frequently overlooked as a major influencer to AOV.
For apparel eCommerce brands, size confusion is one of the largest factors leading to reduced conversions and an overall lower AOV. When you begin to think like a shopper, it's easy to see how these issues stem from a lack of shopper confidence during size selection.
How Does Sizing Impact AOV?
With today’s size selection methods like size charts, model dimensions, fit reviews, etc., shoppers are forced to "guess" their best-fitting sizes. It's no secret that sizing varies greatly from brand to brand, and shopping on an online-only format with a new brand makes sizing a gamble. This leads to frequent size sampling, which consists of shoppers purchasing several products with the intent to keep the one that fits best and return the rest. Size sampling inherently reduces your AOV and causes spikes in return rates for size and fit purposes. Unfortunately, this shopping behavior is completely normal but ends up hurting your brand’s profitability and sustainability. The good news is that it doesn’t need to be this way.
With personalized sizing solutions like WAIR, shoppers are able to receive a recommended best-fitting size based on their individual body dimensions. Our technology also ensures that size recommendations align with the way your design team intended each product to fit.
This all-in-one sizing solution gives your shoppers confidence when selecting their size, leading to less size sampling, increased shopper loyalty, and of course, increased AOV.
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