The AOV Trap: Why Conversion Rate Must Drive Your Revenue Strategy

Tracking Average Order Value (AOV) in isolation masks a critical business dynamic: AOV gains often coincide with conversion rate declines, leaving per-session revenue flat or worse. For ecommerce teams, the key insight is abandoning single-metric optimization and adopting revenue decomposition—analyzing sessions, CVR, and AOV together—to make decisions that genuinely move the business forward.