Atria • Free operator guide Resilia sells oil of oregano softgels. One bag costs $34.99, and everything on the product page is built to stop you buying just one.
Two bags cost $54.99, which makes the second bag $20. That tier comes with a free glass jar for the softgels and carries the Most Popular label. Three bags cost $79.99, but the third bag is a different product, their Vitamin D3 + K2, and it comes with a free travel case too. Under the tiers, a Gifts Unlocked bar ticks off free shipping and the jar, then shows the third gift with a padlock on it until you move up.
Then look at the ads behind it. We pulled Resilia up in Atria. In the 90 days to October 7, 2026, their main Facebook page alone ran 5,449 ads, launching about 55 new ones a day, with more than 100 different hooks: bloating, sugar cravings, gut health, and a long run of ads aimed at wives buying it for their husbands. 4,790 of those ads sent people to that same product page. The hooks changed every day. The page they landed on didn’t.
That’s what this guide is about. Your average order value (AOV) is something you design, mostly on the product page and in the few seconds after someone pays. And AOV decides something that matters even more: how much you can afford to pay to get a customer.
Your allowable CAC (customer acquisition cost) is the most you can spend to get one customer and still hit your profit target. Work it out from contribution margin per order, which is what’s left after product cost, shipping, payment fees and discounts. Revenue alone will mislead you.
Here’s an example with made-up but typical numbers. You sell one product at $40. It costs $10 to make, $7 to ship and about $2 in payment fees. That leaves $21 per order, so if you want to break even on the first order, $21 is the most you can pay for a customer.
Now add a two-pack at $65 with free shipping. Product is $20, shipping is $8 and fees are about $2.50, which leaves $34.50. If half your buyers pick the two-pack, you make $27.75 per order on average instead of $\$ 21$. As long as your conversion rate holds, you can now pay about a third more for every customer.
That’s how some brands keep buying traffic when costs go up, and how they win the auction for a customer you both want. Most of the time their offer is better than yours and their ads are not.
One warning before you start: judge every change on contribution margin, not AOV. A $90 order that leaves you $20 is worse than a $60 order that leaves you $27.
This is where you set your AOV before anyone reaches checkout. Everything here also changes your conversion rate, so test one change at a time and give each test a week or two.
Offer three options. Label the middle one as the most popular and show the saving in dollars and as a percentage. When tiers are set up well, most orders land on the one you labeled, so your AOV comes from how you built the tiers more than from what people came in wanting.
Keep each step up small. Resilia’s second bag costs $20 on top of the first, the price per bag drops at every tier, and moving up a tier always costs less than the first bag did.
If your margin can’t take a bigger discount, add a gift instead. Resilia’s tiers add a glass jar and a travel case rather than cutting the price again. A good gift costs you little, matters to the customer, and gives them a reason to pick the bigger tier. A progress bar that shows the next gift does the rest.
Keep gift values honest. If you say a gift is worth $24.99, it should be something you actually sell for $24.99. The same goes for any crossed-out price: only discount from a price you really charge.
Resilia’s third bag isn’t more oregano. The customer still feels like they’re buying three, but they leave having tried a second product. That gives you a reason to email them about it and a better chance of a repeat order.