When marketers talk about scaling revenue, Average Order Value (AOV) usually shows up in the conversation. After all, acquiring new customers is expensive. If you can encourage existing buyers to spend just a bit more per order, the entire funnel becomes more profitable. But how do you actually do that in a way that feels natural, not pushy?
Let’s break down three powerful tactics — bundles, upsells, and ads — and look at how they can work together to increase AOV.
Why AOV Matters More Than You Think
Customer acquisition costs keep rising. Facebook and Instagram CPMs don’t show signs of slowing down, and businesses that rely only on volume often end up running into profitability walls. Boosting AOV softens that hit.
Think about it: if your average customer spends $60 and you can push that number to $75, you gain an extra $15 in revenue without paying more for clicks. Scaled across hundreds or thousands of orders, the math adds up fast.
The question is, how do you nudge buyers toward that higher spend without hurting conversion rates?
Want to see more ways brands lift order value through smarter campaigns? Our guide on how to boost AOV in your Facebook ad funnel dives deeper into practical steps you can layer into your current strategy.
Bundles: Making Choices Easy
Bundles simplify decision-making. Instead of asking the customer to browse endlessly, you package complementary items together.
-
A skincare brand might group cleanser, moisturizer, and SPF into a “daily essentials” set.
-
A coffee company could pair beans with a grinder at a small discount.
-
A SaaS tool might offer three features at once for teams rather than selling each individually.
The psychology is simple: people love perceived value. A slightly reduced price on a bundle feels like a smart purchase. At the same time, the business earns more per order because the total basket grows.
Pro tip: Test bundle placements on both product pages and checkout pages. Some customers need that extra prompt right before they hit “buy.”
If you’re planning to promote your bundles directly on Facebook, check out our article on promoting product bundles with Facebook ads to learn which creatives and placements tend to convert best.
Upsells: Timing Is Everything
Upsells often succeed not because of the product itself, but because of when they’re offered. Show an upsell too early and you risk confusing the buyer. Show it at the right moment and it feels like a natural extension of the purchase.
Examples?
-
Someone buying a laptop case gets offered a screen protector during checkout.
-
A subscriber upgrading from a basic plan gets nudged toward a “pro” tier with added analytics.
-
A pet owner buying dog food sees a one-click option to add a chew toy.
Small add-ons, when timed correctly, can feel more like a convenience than a sales tactic. The best upsells rarely need a long pitch. A short explanation and a single click should be enough.
For brands selling online, pairing upsells with cross-sell strategies can work wonders. We’ve broken down the mechanics in this article on cross-sell campaigns.
Ads: Targeting Beyond Acquisition
Most advertisers run ads with the goal of generating new sales. Smart marketers, though, use ads to raise AOV with existing customers. Retargeting campaigns can highlight bundles or upsells people skipped during their last visit.
Think about a shopper who viewed your bundle but only bought one product. A retargeting ad showing the bundle with a small discount can bring them back. Another use case: promoting limited-time upsells after purchase, like “Add this accessory to your order within 48 hours for 10% off.”
Dynamic product ads also work well here. They can automatically show items related to what the customer just browsed or purchased. The result? More relevant exposure, less wasted ad spend.
Retargeting is often the missing piece when it comes to AOV growth. If you’re unsure where to start, here’s a detailed guide on how to set up Facebook retargeting step by step.
Putting It All Together
The real magic happens when bundles, upsells, and ads reinforce each other.
Imagine this flow:
-
A customer buys a single product.
-
They see an upsell during checkout but skip it.
-
A retargeting ad later highlights the skipped upsell, packaged as part of a value-driven bundle.
Each step pushes the AOV a little higher. Done thoughtfully, the process feels seamless instead of overwhelming.
Final Thoughts
Optimizing AOV is about more than throwing discounts around. It’s about creating smart pathways that make higher-value purchases natural and rewarding for the buyer. Bundles remove friction, upsells add convenience, and ads extend the conversation beyond the cart.
Ask yourself: are you leaving money on the table with single-product sales? If so, start testing one of these tactics this week. Even a small bump in AOV can mean the difference between campaigns that merely run and campaigns that scale profitably.
