We Ran a Split Test on Purchase Thresholds — The Results Surprised Us →
We split ~5,800 sessions 50/50 across two identical promotions — same product, same audience, same day. The only difference: $75 vs $100 minimum spend. The higher threshold pushed AOV up 8.5% but suppressed conversion by 27%. The lower threshold generated 28% more total revenue. Revenue = conversion x AOV, and conversion almost always has more headroom.