01 / Problem
Most orders were a single pack
Most orders were single packs, which held AOV down.
02 / Solution
Make the 2-pack the natural choice
We moved selling from the 1-pack to the 2-pack with UX interventions.
default
Default selection
The 2-pack is selected by default.
tags
"Recommended" and "Best results"
Labels that guide the choice.
value
A freebie with the highest packs
Value added at the top of the range.
checkout
Upgrade and save
A checkout nudge to move up a pack size.
03 / Customer journey
Where the nudges sit
-
Product page
The 2-pack is pre-selected, with "recommended" and "best results" tags.
-
Highest packs
A value-added freebie.
-
Checkout
A nudge to upgrade the pack size and save.
04 / Testing
Guardrails, not just AOV
Stretching AOV further reduces conversion, so AOV alone would have been the wrong target. We tracked revenue per session and LTV as guardrails.
guardrail
Revenue per session
Stretching AOV further reduces conversion; this catches it.
guardrail
LTV
The second guardrail, tracked alongside.
05 / Results
What changed
AOV rose from ₹650 to ₹1,200.
BeforeAfter
Average order value