We’re wrapping up our series on increasing average order value today, including details on how to increase average order value with Shopp.
We’ll take a look at ways you can implement our 8 strategies for increasing average order value, including the tools or set up you’ll need to to do.
There aren’t many extensions or add-ons available for Shopp, but it has some excellent shipping and discount rules built into the plugin to help you increase average order value that can be used for these strategies.
Free shipping thresholds are very possible with Shopp, and they can automatically be applied when a customer’s cart meets a certain threshold, and if they’re in a particular country, which is a huge bonus. This way you’re not on the hook for free shipping internationally, unless you’d like to have a separate discount with a higher threshold for international orders.
Free shipping discounts can be created under Catalog > Discounts:
When this discount applies to the order, it will automatically be applied to the cart to remove the shipping totals, regardless of which method is selected.
If free shipping should be a specific method (i.e., it takes longer than regular shipping), you can also set up free shipping as an “Order Amount Tier” method as explained here. This will let customers choose free shipping from the available methods if their order is eligible instead of automatically applying a discount for it.
This lets you use a dedicated method rather than giving an expedited shipping method for free.
Now you can focus on making sure customers know about this offer. Hello Bar can be used here (as we’ve recommended with other plugins). You can create a promotion bar to show a notice throughout the top of your site.
This should let customers know about the free shipping threshold to encourage them to meet it.
Creating discount thresholds with Shopp is where it really shines in comparison to other plugins. You can create automatic discounts, coupon discounts, or tiered discounts to encourage your customers to meet order minimums.
One thing you’ll need to pay attention to is your settings while using discount thresholds. If you want to allow free shipping discounts or coupon codes to be used with discounts to encourage higher order values, you’ll need to allow more than one discount per order. This can be changed under Shopp > Setup > Checkout with the “Discount Limit” setting.
Automatic Discounts are very simple to set up, and will work the same was as free shipping promotions. Rather than grant free shipping with a minimum cart subtotal, you can instead grant a discount (percentage or amount).
When the customer’s order meets this minimum, the discount is automatically applied without any additional effort on the customer’s part — no coupon codes or other actions required. You can advertise this discount easily with just a notice to meet the threshold.
Coupon Discounts: If you don’t want to automatically apply the discount, or it shouldn’t be available to all customers, you can also use a coupon code instead of an automatic discount. You’ll set up the discount the same way, but require it to match a coupon code in addition to the cart minimum:
This will require customers to enter the code to get this discount instead of applying it automatically.
Tiered discounts: You can also create a tiered discount system to encourage a “buy more, save more” strategy. For example:
- spend at least $75, get 5% off
- spend at least $100, get 10% off
- spend over $150, get 15% off
To create a tiered system, I can set minimum and maximum discount thresholds. Setting the maximum value for the discount is important, otherwise you can end up stacking them:
Instead, add a condition for both your minimum and maximum values:
You can then repeat this process for higher discount tiers.
Don’t forget to promote this! You can add a top bar or footer notice to your site — some themes have widgets for this, or you could use Hello Bar as referenced above.
You could also look at the overall cart quantity of items purchased, or the quantity of a particular product, and provide a bulk discount based on this quantity.
Shopp has some fantastic quantity discount rules built into the core plugin. You can set a discount when an item quantity reaches a certain amount, or when the cart quantity reaches an amount (though you can’t restrict this to certain products only without custom code):
You can also combine these rules to offer advanced volume discounts. For example, you can provide a discount when 3 of a particular item are purchased or when 5 total items are purchased.
Advertising these kind of sales or promotions on a dedicated “Deals” page is a great way to increase average order value and encourage buying larger quantities.
Shopp doesn’t have any built in way for bundling products, nor are there any add-ons to help out here.
However, you can create a bundle by adding products individually to your store, then adding a new product that represents a bundle instead. For example, I could have SKUs for Product 1, Product 2, and Product 3. I’d then create a new product for a bundle of all three products, and set my pricing as desired for the bundled version.
This will force you to track inventory manually if the bundle is purchased, but will let leverage bundles to encourage higher order amounts.
This is another area that you’ll need to address manually. Shopp doesn’t have any built in upselling or cross-selling, and there are no add-ons for it. You could manually add upsells to your product pages by adding them to the bottom of a product’s description:
You could also cross-sell in this way if you wanted to, but there’s no automated way of generating these or adding relevant cross-sells to the cart pages.
There aren’t any loyalty program plugins available for Shopp, but you can do some manual tracking and tweaking to give loyal customers automatic discounts, then advertise this policy to encourage customer loyalty.
Customer lifetime value for your store is tracked by going to Shopp > Customers, so you could manually give out rewards for a certain amount of purchases. For example, you can review or export these each month to track customer LTV, then when new customers hit goals (i.e., $1000 spent), send a coupon code or discount.
You can also set customer types to automate discounts instead. When a customer meets a spending threshold, you can change them to a wholesale customer or another type.
You can then create automatic discounts for this customer type to reward their loyalty when continuing to shop in your store.
This isn’t exactly a strategy to increase average order value, but can be used for overall lifetime customer value like a loyalty program. If you wanted to increase order value, you could advertise discounts or customer type changes for orders over a certain value, i.e., $300.
You can sell certain kinds of add-ons or upsells with Shopp while creating your products to increase AOV. Products can have dropdown options to select add-ons. You’d need to manually allow other kinds of add-ons, such as personalization / text fields, via custom code if desired.
Add-ons can have options in the dropdown, as well as associated costs for each option.
When these add-ons are created, each add-on will show a new dropdown on the product page so the customer can select the respective add-on.
Unfortunately there’s no way to bulk edit your product prices with Shopp, so you’d have to implement this strategy on a per-product basis as you edit them.
The advanced discounting rules available are the best tool for increasing average order value with Shopp. You can offer free shipping discounts, discounts for meeting thresholds, coupons for minimum order amounts, and tiered discounts to encourage increased spending per order. You can also offer bulk and volume-based discounts for products or the cart as a whole to encourage customers to spend more.
While other strategies can be implemented, they’ll require more manual administration, such as creating bundles or upsells for each product. However, Shopp offers ample tools built directly into the plugin for increasing revenue per order.