Glossary · Conversion · also AOV
What is average order value (AOV)?
Average order value (AOV) is total revenue divided by the number of orders in a period. It is easy to compute and easy to misread, because order values are usually skewed: a small number of large orders pulls the mean above what a typical order looks like.
- Reviewed 6 October 2026
In more detail
Where AOV is used to judge a change, the median and the distribution matter more than the mean. A test that adds a handful of large orders and removes many small ones can raise AOV while lowering revenue.
Reported alongside conversion rate, AOV explains the direction of a move in revenue per session: which of the two components did the work.
Key points
- Skewed by large orders; the median tells you more about a typical order.
- Only meaningful next to conversion rate and order volume.
Related terms
Last reviewed against the product on 6 October 2026.
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