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How to lift average order value
Lifting the average cart by 30 % is worth more than lifting conversion by 30 %, and it's usually easier. The reason is cost: fulfilling a €30 order costs about the same as a €200 one.
Why average order value beats conversion
In framed art, fulfilling an order costs about the same whether it's €30 or €200: the same rigid packaging, the same freight, the same attention. So lifting the average cart by 30 % is worth far more than lifting conversion by 30 % — and it's usually a good deal easier.
The five levers, by effort
1. The frame as a variant
The easiest one, and the one most stores haven't switched on. A €30 print with a frame is €60. A customer buying unframed is going to have to buy one anyway: either from you, or from a frame shop.
2. The size ladder
Make the price jump between sizes smaller than the perceived jump in size. If the 50 × 70 looks twice the 30 × 40 and costs a third more, the upgrade sells itself. Worked through here.
3. Sell the set, not the piece
This is the big lever and almost nobody uses it. A customer who buys one piece spends X; one who builds a wall of three or five spends three or five times X, in the same order and on the same freight.
And it isn't pushy: someone buying a print for the living room is nearly always thinking about the whole wall — they just don't know how to combine it. Hand them the combinations and you've done the work.
4. A free-shipping threshold
A classic, and it works with one condition: the threshold has to sit just above your current average order, not at double it. If your average is €45, set €60. At €90 nobody reaches it and all you've done is make shipping look expensive.
5. Recommendations that make sense
"Customers who bought this also bought" performs poorly in art. What works is visual affinity: same palette, same series, same format. Someone buying a green botanical doesn't want a typographic poster, they want another botanical that goes with it.
Take your last hundred orders and count how many contain more than one piece. If it's under 20 %, lever number three is the one you haven't touched — and it's the one that moves most.
The invisible barrier
Every lever above runs into the same wall: the customer won't commit to a set because they can't picture how it'll look. Buying one piece is an acceptable risk; buying five that might not go together isn't.
Which is why what actually unlocks the set isn't a volume discount — it's showing them the finished wall before they pay. Once they see it, it stops being a gamble.
Let them take the wall, not the picture
InRoom's Composer lets a customer combine several pieces, see them hanging on their own wall in AR, and take the set in a single cart.
See it on the Shopify App Store →Keep reading: which metrics to watch.