Update to Ecommerce Skills

{
  "description": "Use when someone wants bigger orders — \"raise average order value\", \"AOV is flat\", \"get people to buy more per order\", \"should we do a free-shipping threshold or a bundle\", \"how do we sell three instead of two\" — for any online store or product page.",
  "included_files": [
    {
      "relative_path": "reference.md",
      "size_in_bytes": 842
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  ],
  "name": "increase-aov",
  "skill_md_contents": "---\nname: increase-aov\ndescription: Use when someone wants bigger orders — \"raise average order value\", \"AOV is flat\", \"get people to buy more per order\", \"should we do a free-shipping threshold or a bundle\", \"how do we sell three instead of two\" — for any online store or product page.\n---\n\n# Increase AOV\n\nTurn \"AOV is $34, make it bigger\" into a ranked backlog. Leave the how-to and the papers in the Depth skills. Rank **direct** findings (measured on order size) ahead of **adjacent** (measured on sales or returns) and **indirect** (measured on willingness to pay or deal attractiveness) at equal fit. Every number is what a cited study measured in its own context; do not turn it into a forecast for the user's AOV.\n\n## When to use\n\n- The user names AOV, basket size, units per order, or \"sell more per customer\" as the goal\n- Deciding between a free-shipping threshold, a membership, a bundle, or a coupon\n\n## When not to use\n\n- More visitors buying at all → `increase-conversion`; second orders → `increase-repeat-purchases`\n- Cart/checkout field design (guest, wallets, coupon-box distraction) → `checkout-ux`\n- The exact wording of a discount → `discounts`; the promotion mechanic in depth → `promotions`\n\n## Inputs\n\nCollect, or state your assumption:\n\n- Products, prices, typical basket (units and value), complements sold\n- Whether the main product is naturally bought in multiples\n- Current CTA, shipping policy, coupons, returns, any bundle and its wording\n- Order frequency (for a membership) and margin (for discount depth)\n\n## Procedure\n\nWalk each check; note whether the setup complies, and if not, what changes. Include applicable levers the user didn't mention; list the rest as considered.\n\n**Direct**\n\n1. **Quantity CTAs.** Multi-unit product → Buy 1 / Buy 2 / Buy 3 instead of \"Add to cart\". Depth: `product-page`.\n2. **Paid free-shipping membership with a minimum order.** A plain threshold without a membership isn't in the evidence — say so if recommending one. Depth: `post-purchase`.\n3. **Free, easy returns.** Higher spend per order and more variety. Depth: `post-purchase`.\n\n**Adjacent** (measured on total sales or returns, not basket size)\n\n4. **Coupon type.** Store-wide → percentage; product-specific → amount off. Depth: `discounts`.\n5. **Bundle framing.** Wanted product as the gift, \"at no cost\", not a \"special bundle price\". Depth: `promotions`.\n\n**Indirect**\n\n6. **Token-fee upgrades** rather than free. Depth: `promotions`.\n7. **Flat rate above pay-per-use** where usage varies. Depth: `pricing`, `subscription-pricing`.\n8. **Simple add-on pricing.** Rounded, same ending as the base, no service fee. Depth: `pricing`.\n9. **Complements around the focal product** in the shot (raises focal-product purchase likelihood, not accessory sales). Depth: `product-visuals`.\n10. **Intuitive units** (\"about 15 cups\", not \"250 g\"). Depth: `product-copy`.\n11. **Rank.** Direct first; then by measured effect and distance from the rule; cheap changes (CTA, wording, coupon type) ahead of programs that need billing or logistics.\n\n## Output\n\n| # | Finding | Change | Measured effect (study context) | Class | Depth |\n|---|---|---|---|---|---|\n| 1 | Single \"Add to cart\" on a multi-unit product | Buy 1 / 2 / 3 | Sales up to +28% (37 experiments) | Direct | `product-page` |\n| … | | | | | |\n\nThen: what already complies. Each effect was measured on its own; don't add them up. Ship the top two or three, measure, then take the next.\n\n## Common mistakes\n\n- Inventing a lift for a free-shipping threshold (\"+10–20%\") — the evidence is for a paid membership with a minimum; say so.\n- \"Special bundle price\" wording — gift framing is the measured lever.\n- A dollar-off coupon for a store-wide promotion — percentage puts people in \"the more I spend\" mode.\n- Defaulting the bundle in the cart instead of quantity buttons — the measured lever is the CTA format.\n\n## Quick reference\n\n| Lever | Depth | Direct? |\n|---|---|---|\n| Buy 1 / 2 / 3 | `product-page` | Direct |\n| Membership + minimum | `post-purchase` | Direct |\n| Free returns | `post-purchase` | Direct |\n| Store-wide % coupon | `discounts` | Adjacent |\n| Gift-framed bundle | `promotions` | Adjacent |\n| Token-fee upgrade | `promotions` | No |\n| Flat rate / simple add-ons | `pricing` | No |\n\nEvidence and effect sizes: see [reference.md](reference.md).\n"
}