AOV alone is misleading - the CVR/RPS trap, and 10 tactics to lift order value

"CVR is up, sessions are up, but revenue isn't growing the way I expected." When I look across ecommerce dashboards, this disconnect almost always traces back to one neglected metric — and once you find it, it traces back to a second insight: the metric is misleading on its own . That metric is Average Order Value (AOV). And the trap is that AOV improvements often cancel out with CVR drops, leaving the per-session revenue (RPS) flat or worse. Here's the short version of how I think about AOV aft