A retail business aims to increase the average order value (AOV) by recommending complementary products. What would be the most suitable primary KPI and a secondary KPI for this activity?

Question

Options

• APrimary KPI: Product Views; Secondary KPI: Page Views
• BPrimary KPI: Conversion Rate; Secondary KPI: Revenue per Visitor
• CPrimary KPI: Average Order Value; Secondary KPI: Add-to-Cart Rate
• DPrimary KPI: Bounce Rate; Secondary KPI: Checkout Completion Rate

• A
  8% (3)
• B
  3% (1)
• C
  85% (33)
• D
  5% (2)

Explanation

Option C is correct because the goal is explicitly to increase AOV, so AOV must be the primary KPI - you measure what you're trying to move. The secondary KPI, Add-to-Cart Rate, directly tracks whether customers are actually acting on the complementary product recommendations, making it the most logical supporting metric.

Why the distractors fail:

• A - Product Views and Page Views measure traffic/browsing activity, not purchasing behavior or order size.
• B - Conversion Rate tracks whether a visitor buys anything, not whether they spend more; Revenue per Visitor is useful but too broad to pinpoint the impact of cross-sell recommendations.
• D - Bounce Rate and Checkout Completion Rate relate to site engagement and funnel drop-off, not the value of what's in the cart.

Memory tip: Match the KPI to the goal word-for-word. The goal says "increase Average Order Value" → the primary KPI is Average Order Value. Then ask "what action drives that goal?" - adding complementary items to the cart - which gives you Add-to-Cart Rate as the natural secondary metric.

No community discussion yet for this question.