"We ran a coupon and CVR went up, but revenue did not." "We raised the free-shipping threshold and AOV went up, but order count dropped." EC operators hear these almost every month. The cause is usually the same: CVR and AOV tend to move in opposite directions , and the team is only watching one of them. This article focuses on lifting CVR and AOV at the same time , covering the trade-off structure, four compatible domains, phase-based priorities, and measurement pitfalls. TL;DR CVR and AOV are two factors in Revenue = Sessions × CVR × AOV . Pushing one usually drops the other Compatible tactics fall into four domains that lift both at once: recommendation accuracy, value-bundle design, pre-purchase information, post-purchase follow Priorities shift by business phase: early-stage protects CVR, scale-up adds AOV, mature drives LTV Joint-axis judgment: use RPS (Revenue Per Session) = CVR × AOV 1. The Revenue Decomposition CVR is the share of visitors who buy. AOV is the per-order revenue.…