See how real Shopify stores use Optionify to increase their average order value. These case studies show proven strategies you can apply to your own store.
Why Product Options Increase AOV
Before diving into examples, understand the psychology:
- Upsells at decision point — Customer already committed to buying
- Bundled value — Add-ons feel like deals, not extra costs
- Personalization premium — Custom items command higher prices
- Reduced friction — One-click additions vs. navigating to new products
!AOV increase chart Stores using strategic product options see 15-40% AOV increases
Case Study 1: Artisan Jewelry Store
Industry: Handmade Jewelry AOV Before: $85 AOV After: $127 Increase: +49%
The Challenge
A handmade jewelry store sold beautiful pieces but struggled with low average order values. Customers bought single items and left.
The Solution
They implemented a layered upsell strategy:
Option 1: Engraving
Type: Text + Dropdown
- Add Engraving (+$15)
- Font Style: Script, Block, Modern
Option 2: Gift Presentation
Type: Checkbox
- Luxury Gift Box (+$12)
- Handwritten Note Card (+$3)
- Gift Wrapping (+$5)
Option 3: Protection
Type: Radio
- Standard (Included)
- 1-Year Protection Plan (+$20)
- Lifetime Protection (+$45)
Results
| Metric | Before | After |
|---|---|---|
| AOV | $85 | $127 |
| Engraving adoption | 0% | 38% |
| Gift box adoption | 0% | 25% |
| Protection plan adoption | 0% | 15% |
Key Takeaway
Layer complementary options — Personalization + presentation + protection creates multiple upsell opportunities without feeling pushy.
Case Study 2: Custom Apparel Brand
Industry: Print-on-Demand Apparel AOV Before: $32 AOV After: $48 Increase: +50%
The Challenge
A custom t-shirt company had thin margins on base products. They needed to increase order value without raising base prices.
The Solution
Strategic upgrade options that improved product quality:
Option 1: Shirt Quality
Type: Radio
- Standard Cotton - Included
- Premium Soft Cotton (+$5)
- Organic Cotton (+$8)
Option 2: Print Upgrade
Type: Radio
- Standard Print - Included
- HD Vibrant Print (+$4)
- Glow-in-Dark Print (+$7)
Option 3: Add-Ons
Type: Checkbox (multi-select)
- Matching Face Mask (+$8)
- Matching Tote Bag (+$12)
- Sticker Pack (+$4)
Results
| Metric | Before | After |
|---|---|---|
| AOV | $32 | $48 |
| Premium fabric selection | 0% | 42% |
| Print upgrades | 0% | 35% |
| Add-on attachment rate | 0% | 28% |
Key Takeaway
Offer quality tiers — Many customers will upgrade when given the option. "Good, Better, Best" pricing works.
Case Study 3: Gourmet Gift Baskets
Industry: Food & Gift AOV Before: $65 AOV After: $94 Increase: +45%
The Challenge
A gift basket company had seasonal spikes but wanted consistent higher-value orders year-round.
The Solution
Gift-focused customization options:
Option 1: Basket Size Upgrade
Type: Radio
- Classic Size - Included
- Deluxe Size (+$25)
- Grand Size (+$50)
Option 2: Personalization
Type: Text + Textarea
- Ribbon Message (+$5) - 30 chars
- Gift Card Message (Free) - 200 chars
Option 3: Delivery Options
Type: Radio + Date Picker
- Standard Shipping - Included
- Guaranteed Date Delivery (+$12)
- Select Delivery Date (date picker)
Option 4: Extras
Type: Checkbox
- Add Wine Bottle (+$28)
- Add Chocolate Box (+$18)
- Add Fresh Flowers (+$22)
Results
| Metric | Before | After |
|---|---|---|
| AOV | $65 | $94 |
| Size upgrades | 0% | 32% |
| Date selection usage | 0% | 58% |
| Add-on attachment | 0% | 41% |
Key Takeaway
Make gifting easy — Gift buyers will pay more for convenience, guaranteed delivery, and premium presentation.
Case Study 4: Pet Products Store
Industry: Pet Supplies AOV Before: $42 AOV After: $61 Increase: +45%
The Challenge
A pet products store selling personalized items had good traffic but low conversion on upsells shown on separate pages.
The Solution
In-context upsells directly on product pages:
Option 1: Personalization
Type: Text + Image Upload
- Pet Name Engraving (+$8)
- Upload Pet Photo (+$12)
Option 2: Size Fit
Type: Radio
- Standard Fit - Included
- Adjustable Fit (+$5)
Option 3: Matching Items
Type: Checkbox
- Matching Leash (+$18)
- Matching Food Bowl (+$15)
- Matching Bandana (+$10)
Option 4: Subscribe & Save
Type: Radio
- One-Time Purchase - Full Price
- Monthly Delivery - Save 15%
Results
| Metric | Before | After |
|---|---|---|
| AOV | $42 | $61 |
| Photo personalization | 0% | 22% |
| Matching item bundles | 0% | 35% |
| Subscription conversion | 0% | 18% |
Key Takeaway
Bundle matching items — Pet owners love coordinated sets. Show them together, not on separate pages.
Case Study 5: Home Décor & Furniture
Industry: Home Goods AOV Before: $180 AOV After: $267 Increase: +48%
The Challenge
A furniture store had high-value base products but missed upsell opportunities for services and add-ons.
The Solution
Service-based upsells for high-consideration purchases:
Option 1: Customization
Type: Dropdown + Color Picker
- Wood Finish: Natural, Walnut, Oak, Custom (+$40)
- Hardware Style: Modern, Classic, Rustic
- Custom Color Match (+$60)
Option 2: Services
Type: Checkbox
- White Glove Delivery (+$75)
- Professional Assembly (+$50)
- Old Furniture Removal (+$35)
Option 3: Protection
Type: Radio
- No Protection - Included
- 3-Year Protection (+$45)
- 5-Year Protection (+$75)
- Lifetime Protection (+$120)
Option 4: Accessories
Type: Checkbox
- Matching Side Table (+$95)
- Care Kit (+$25)
- Extra Cushion Set (+$55)
Results
| Metric | Before | After |
|---|---|---|
| AOV | $180 | $267 |
| Custom finish selection | 0% | 28% |
| Service add-ons | 0% | 45% |
| Protection plans | 0% | 38% |
Key Takeaway
Services are high-margin upsells — Delivery, assembly, and protection have excellent margins and high adoption on big purchases.
Common Patterns Across All Case Studies
1. The Magic Number: 3-4 Option Groups
Every successful store used 3-4 distinct option categories:
- Personalization/Customization
- Quality/Size upgrades
- Add-ons/Bundles
- Services/Protection
2. Free + Paid Combination
Always include at least one free option alongside paid ones:
- Free gift message + Paid gift wrapping
- Standard shipping + Paid rush delivery
- Basic product + Premium upgrades
3. Price Anchoring
Show the premium option first or highlight the "most popular" mid-tier:
❌ Wrong Order:
- Basic ($0)
- Better (+$10)
- Best (+$25)
✅ Right Order:
- Best (+$25) ← "Most Popular"
- Better (+$10)
- Basic (Included)
4. Conditional Logic
Don't show everything at once. Use conditional logic to reveal relevant options:
If "Gift" is selected:
→ Show gift message
→ Show gift wrapping
→ Show delivery date picker
Implementation Checklist
Ready to increase your AOV? Follow this checklist:
Step 1: Identify Opportunities
- What do customers frequently ask for?
- What complementary products sell separately?
- What services could you offer (gift wrap, rush, assembly)?
- What quality upgrades are possible?
Step 2: Design Your Options
- Create 3-4 option groups maximum
- Include at least one free option
- Price upgrades appropriately (10-30% of base price works well)
- Write compelling option descriptions
Step 3: Implement
- Create your options in Optionify
- Set up pricing
- Add conditional logic
- Test the customer experience
Step 4: Measure & Optimize
- Track AOV before and after
- Monitor option adoption rates
- A/B test option descriptions and prices
- Remove underperforming options
Get Started
Ready to increase your average order value?
- Install Optionify if you haven't already
- Create your first upsell option
- Learn about pricing options
Need help designing your upsell strategy? Contact our support team — we've helped hundreds of stores optimize their product options for maximum AOV.