30/03/2026
We’ve reviewed dozens of e-commerce websites, both clients' and their competitors', and identified three common mistakes that often come from the push to increase average order value.
Here are three we see most often:
1. Upselling similar or competing products
Upsells should complement the product in the cart, not compete with it.
2. Pop-ups during checkout
Newsletter prompts (sometimes multiple) appear right before payment.
Checkout performs best when it’s simple and distraction-free.
(Email sign-ups can be captured more effectively after purchase.)
3. Discounts on top of discounts
Clearance pricing combined with additional discount pop-ups creates unnecessary noise.
Over time, this can condition customers to delay purchases.
What consistently improves conversion:
✅ Clear visibility of shipping, returns, and payment options
✅ Authentic customer reviews (still one of the strongest trust signals)
✅ Upsell recommendation models based on purchase data
✅ A clean, focused checkout experience
We continue to see how small, thoughtful changes in these areas can have a meaningful impact.
See more details in the article https://rb.gy/cty7ok
