To raise average order value without hurting customer experience, offer just two high-value upsells instead of many. Optionally add a downsell to one or two of them. This keeps refunds down while still boosting AOV.
The other easiest way to just squeeze the most average order value while also protecting that customer experience is having upsells and downsells. And I think a lot of people, what they'll do is they'll just slam their pages with 5 upsells and 6 downsells across the board. And sure, maybe you'll get a higher average order value, but the customer experience is horrible. They're probably going to refund it unless the products are amazing. But just badgering them with product over product over product. Isn't usually a great idea. So instead, make sure you curate the products and make them as highly valuable as you possibly can. And I think if you have 2 upsells and maybe a downsell to go along with 1 or 2 of them, it's a pretty healthy experience and it's a really easy way to increase your average order value.
