#70 It’s Not All About the First Click: Maximizing AOV the Right Way

Sometimes we can get so obsessed with lead generation and conversion we actually forget that one of the most lucrative channels for return on investment (ROI) lies in average order value (AOV).

Kiril Kirilov is the CEO and Co-Founder of Rush, a Shopify shipment software company that automates the shipment process, allows ecommerce store owners to create branded tracking pages, and integrates with Klaviyo, Reviews.io, Loox, and more to guarantee 6 times more revenue from post-purchase flows.

Tune in to hear Kiril and our podcast host and CEO Daniel Budai discuss: 

✔️ Kiril’s adventure into digital marketing

✔️ What problems does Rush address?

✔️ What does it mean to have a branded tracking page?

✔️ Going beyond the first click

Kiril’s adventure into digital marketing

Kiril has actually been a track and field athlete for most of his life. In 2008, he found himself needing an income stream to support his sports endeavors. 

Like many ecommerce entrepreneurs, Kiril began exploring eBay, then started looking into Amazon. This, Kiril believes, led to a ‘natural progression’ into Shopify. In 2016, Kiril saw an opportunity in Facebook ads, and worked on those before entering the world of dropshipping three or so years later. 

So it’s safe to say that Kiril has a well-rounded resume in digital marketing. He’s familiar with customer pain points, and, indeed, those of the business owner. In particular, Kiril identified a gap in brand-customer communication: from order to unboxing. This led to dissatisfaction for the customer and frustration for business owners losing customers after their first purchase. With his partner taking care of the technical side of things, Kiril co-founded Rush, an app designed to improve the customer experience post-purchase, therefore significantly increasing AOV and customer retention.

“We want to help businesses grow and retain their customers for as long as humanly possible.”

What problems does Rush address?

Rush was founded to address knowledge gaps. Kiril says he didn’t set out to reinvent the wheel, but to create a better one. 

Before he started Rush, Kiril was running a dropshipping store in the pet niche. He scaled a product from zero to almost half a million in a matter of 45 days. Great, right? Well, Kiril faced the challenge of very angry customers who weren’t being notified of their order because the store and its dropshippers had become completely overwhelmed. 

This led to Kiril and his partner sitting down with a pen and paper to figure out how to provide clarity to shipping carriers and customers. Kiril decided that customers needed to be notified on every step of their product’s journey, including delays. Knowing what to expect is crucial to customer satisfaction. 

And these order updates get opened! So why not use them for upselling and brand communication? 

That’s where Rush came in. Rush supports brand-customer communication throughout the entire shipment process - not only making ecommerce store owners more money in the short term but dramatically increasing AOV and customer satisfaction. 

What does it mean to have a branded tracking page?

A single buyer is going to go back to their tracking page at least 3 or 4 times before their parcel gets delivered. 

This is therefore a fantastic page to display brand banners, call to action (CTA) buttons, social proof from review apps, and showcase complementary products for their purchase. Branded tracking pages are possibly the best place for upselling. Kiril asserts that click-through rates on upsells are between 20% to 30% on order status pages. Now that’s a heck of a lot of extra revenue. 

Going beyond the first click 

Acquisition, conversion, and retention go way beyond your customers’ first click. Kiril warns against focusing solely on the first click your customer makes and ignoring the dozen or so clicks after that.

Focus on your knowledge gaps, and make sure you understand your customer persona inside and out. What songs do they like? What do they like to eat? What kind of content do they consume online? Once you understandeverything about your customer persona, you fill those knowledge gaps. 

Kiril also advocated strongly for tone of voice (TOV) consistency. When they read your offer, it has to connect with what they’re going to see after the click. Provide social proof both on your ad and product page. As so many of us read emails on mobile, make sure to really make use of the 40% of space you have above the fold (what’s visible without scrolling). 

“It’s about making sure that you provide as much information as humanly possible to push people to your cart.”

TL;DR Focus on the entirety of your customer journey, and provide as much clarity as possible, and use that order update journey!

Download Rush to increase your AOV by 25% and follow Kiril on LinkedIn for more fantastic advice for maximizing your ROI. 

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