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e-commerce × Behavioural design

Raising average order value

+₹57average order value
Target+₹100Achieved+₹57
Where
Online pharmacy · Apollo Health Co
Role
Product Manager
Context
Cart value · gamified
  1. 01Metric & target

    Average order value. Target: +₹100.

  2. 02Strategy

    Nudge carts sitting just under free-delivery and discount thresholds instead of discounting everyone.

  3. 03Problem

    Carts clustered just below the thresholds.

  4. 04Root cause

    Users couldn't see they were one ₹100 item away from saving ₹60 on shipping.

  5. 05Fix & execution

    A gamified "Value Ladder" on the cart showing progress to free delivery and discounts.

  6. 06Result

    +₹57 AOV, driving ₹3.2 Cr of cart revenue a month.

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