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Case Study
Ecommerce Redesign Case Study: Lifting Average Order Value
Aurelle had steady traffic and a respectable conversion rate, but revenue was stuck. The opportunity was not more visitors, it was more value from each order.
This case study covers how Rankwyre redesigned the store to lift average order value, and why product page design and merchandising mattered more than the homepage.
Quick answer
Aurelle lifted average order value by redesigning product pages around clarity and trust, adding relevant cross sells at the right moment, and bundling complementary items. The redesign focused on revenue per visitor rather than raw traffic, which is where most ecommerce growth actually hides.
The product page does the selling
On most stores the product page, not the homepage, is the real entry point and the real decision moment. We rebuilt it around a clear gallery, a benefit led description, visible reviews, and an obvious add to cart.
Removing clutter and answering common questions on the page itself reduced hesitation and lifted the rate at which visitors added items to the cart.
Cross sells at the right moment
Recommendations only work when they are relevant and well timed. We surfaced complementary products on the product page and in the cart, framed as completing the purchase rather than as generic upsells.
Suggesting the right accessory at the moment of intent raised the number of items per order without feeling pushy.
Bundles and thresholds
We introduced curated bundles at a small saving and a free shipping threshold set just above the typical order value. Both gave shoppers a reason to add one more item.
Bundles also simplified the decision for gift buyers, who often prefer a ready made set over assembling their own.
Trust signals that reduce abandonment
Clear returns, secure payment badges, delivery estimates and real reviews lower the anxiety that drives cart abandonment, especially on larger orders.
By focusing on revenue per visitor rather than traffic alone, the redesign raised average order value and the store grew without spending a cent more on ads.
What to remember
- Treat the product page as the primary selling moment, not the homepage.
- Place relevant cross sells at the point of intent, in page and in cart.
- Use bundles and a free shipping threshold to grow order size.
- Add trust signals to reduce abandonment on larger orders.
- Optimise for revenue per visitor, not just traffic and clicks.
Frequently asked questions
What is average order value and why does it matter?
Average order value is the typical amount a customer spends per order. Raising it grows revenue without needing more traffic, which makes it one of the most efficient levers in ecommerce because the cost to acquire the visitor is already paid.
How can product page design increase sales?
A clear product page reduces hesitation with a strong gallery, benefit led copy, visible reviews and an obvious add to cart. Answering buyer questions on the page itself removes the doubts that otherwise end the visit.
Do upsells annoy customers?
Only when they are irrelevant or badly timed. Recommendations that genuinely complement the purchase, shown at the right moment, feel helpful and reliably raise average order value without harming the experience.
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