Understanding the Order Report

The Order Report helps you get insights on: 

  • How your customers are "spending" on your website, and 
  • Which advertising channels are driving sales.

With the Order Report, you can track:

  • AOV (Average Order Value)
  • Order Values / Percentiles
  • Advertising Attribution

AOV (Average Order Value)

The AOV tracks the average dollar amount each time a customer places an order on your website.

It is calculated by dividing the Total Sales by the Number of Orders over your selected date range. Returns are not factored into the total sales, i.e. total sales before returns are deducted.

AOV is one of the key metrics you should monitor in your eCommerce business. 

With a higher AOV, you can outspend your competitors on advertising and increase the bang for every advertising dollar you spend.

Strategies to increase your AOV include:

  • Promoting bundle deals or packages.
  • Offering pre and post-purchase upsells.
  • Cross-selling related products.
  • Giving Free Shipping for orders above $...
  • Giving volume discounts for customers to purchase more than one unit of your product.
  • And more...

Order Values / Percentiles

The Order Values feature shows you what order value a certain percentage of your orders are under (over your selected date range). 

This feature gives you actionable insights on how you can increase your AOV.

Eg. In the image below we can see that 50% of the orders in our selected date range are under $69.99. This means that 50% of all the customers who placed an order on our website (in the selected date range) spent $69.99 or less.

The MIN and MAX values show you the highest value and lowest value order within that date range.

To explore these numbers, all you need to do is click on any little circle on the percentile bar.

Order Percentiles help you see what the AOV doesn't. It helps you understand how most of your customers behave rather than how your average customer behaves.

The AOV can be skewed by very high or very low-value orders. Eg. If one customer placed an order of $1,500 USD on your website, and most orders were for $50 on average, your AOV gets an unnatural boost. This order might just be a one-off!

Use Case: How to Use Order Values / Percentiles

In the example above, we can see that 50% of our customers spend $69.99 or less on our website. We can also click on 10% and see that 10% of our customers spend $39.99 or less.

That means that 40% of our customers spend between $39.99 to $69.99. We can now introduce special discounts for this segment of customers:

  • Free XYZ Product on Orders Over $70
    This pushes customers in the bottom half of the range over the fence. Customers who were originally spending $69.99 or less are now tempted to spend $70 or more to get this free product.
  • Free Shipping on Order Over $50
    This caters to customers somewhere in the 10-50 percentile range. These customers are now encouraged to spend $50 or more to get Free Shipping!

We can repeat this for customers in the 50-90 percentile and create better offers based on purchase value!

Advertising Attribution

The Sales Attribution bar helps you see which traffic sources are bringing in the majority of your sales. Hover over each section to see where the sales are coming from.

Use this bar to see how your marketing efforts compare on different channels in terms of sales volume. You can continue to focus on channels driving the majority of sales or focus on new channels that look promising!

You can also use this to see where the majority of your business risk lies (in terms of customer acquisition). If you're getting the majority of sales from a single channel (eg. Facebook), what is your plan if your ad account were to get shut down?

This tool gives you a good overview of your sales and lets you use it as per your store or company's strategy!

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