A big part of Repeat Customer Insights is the metric comparisons and advice.
One thing to be careful with is comparing or benchmarking your Average Order Values (AOV) to other stores or industry as a whole figures.
If your store sells higher priced products, your AOV will be higher naturally. Then the comparison will give you a false sense of security and you might not strive to improve your AOV as much as you should.
On the flip-side, if you sell lower priced products, your AOV will be lower naturally. Than the comparison will give you unnecessary worry as you feel like you can never reach the comparison.
The best option is to compare your AOV to your own store but at different times or for different segments (e.g. customer segments, product segments). E.g. is AOV getting higher every year? Does this product out-perform all of the other products?
Having a rough idea of everyone else is useful for benchmarking, but you should put more emphasis onto the comparisons against your own store.
That's why Repeat Customer Insights has both an industry AOV comparison and a few more that check how your store performed in different circumstances.
Eric Davis
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