16 ways to increase your AOV faster than you last in bed

Mark presents a comprehensive framework for increasing average order value across two phases: pre-purchase and post-purchase strategies.

Pre-purchase AOV tactics include: (1) Creating better offers through BOGOs, bundles, and quantity discounts rather than selling single products; (2) Adding order bumps at checkout with strategic product recommendations; (3) Leveraging the law of consumption—getting customers to spend more time with content (via VSLs, long-form sales letters, PDPs) before purchase to build trust and increase willingness to spend; (4) In-cart upsells within product pages; (5) Offering multiple shipping speed options with premium expedited choices; (6) Adding tip boxes at checkout; (7) Free gifts with purchase (GWP); (8) Quantity break pricing structures; (9) Subscription options for recurring revenue; (10) Product bundles; (11) Digital product additions to offers.

Post-purchase strategies, which Mark emphasizes generate the highest AOV contribution, include: (1) Post-purchase upsells/OTOs positioned immediately after payment, leveraging maximum price elasticity and emotional state, where products can be priced 10-100X the front-end product; (2) The framework for OTOs involves either "more of the same" upsells (additional quantities) or solving new problems created by the front-end product (e.g., weight loss supplement followed by weight maintenance product); (3) Downsells offering discounted versions of the OTO for customers who decline; (4) Call booking forms to enable outbound sales teams to upsell additional products; (5) UpCart for Shopify post-purchase customization; (6) Email and SMS automations sent immediately after purchase offering additional items at discounts.

Mark stresses that OTOs are most effective on funnel platforms (Funnelish, Checkout Champ) rather than Shopify, and recommends waiting until $1K/day in sales before implementing complex funnel structures unless you have extensive marketing experience. He addresses the balance between direct response aggression and brand preservation, noting that excessive OTO stacking can damage customer perception and increase refund/chargeback rates. He also provides copywriting guidance: OTO VSLs must avoid triggering buyer's remorse by reinforcing the initial purchase decision, building narrative, and explaining how the OTO product solves new problems created by the front-end product.