£21 to £54 average order value in one month
A food and gifting brand whose affiliate programme was performing steadily — but its average order value sat at the same level the brand was seeing internally, around £21. We wanted to test whether it could push that number higher.
Vertical
Food & Gifting
Focus
Average order value
The problem
Average order value
Voucher sites get a lot of hate in the affiliate world, and much of it is earned: a blanket code sitting on a coupon site discounts customers who were going to buy anyway. But the problem is the deployment, not the tool. Used surgically — controlled, targeted, and measured — a discount can move a specific metric when you need it to. In this case, the metric was basket size.
What I did
Worked with a tech partner to issue unique, single-use codes rather than open blanket codes — no leakage to code-scraping sites, and full control over who receives which offer.
Ran different discounts for new and existing customers: a stronger incentive for first-time buyers, since new customer acquisition was a parallel goal, and a lighter one for returning customers.
Structured the offers to reward bigger baskets, so the discount worked for the brand’s margin rather than against it.
Average order value, in one month
Sales, month on month
Average basket multiple
The results
Within a month of launch, average order value went from £21 to £54, and sales grew 36%. The discount didn’t just move volume; it changed what customers put in the basket.
