You can make Average Order Value (AOV) more useful by segmenting it.
Instead of having one AOV for your store as a whole, you have an AOV for each major traffic source, for each major customer segment, or even for customer cohorts.
That'll give you more visibility into what's going on with them and let you compare the values.
Is this traffic source better than that traffic source?
Are these customers placing larger orders than those other customers?
My favorite ones of all: is this traffic source better or worse than my store as a whole?
That last one, comparing the specific to the overall, can reveal a lot. You can learn what behaviors and changes cause AOV to over/under-perform. That's why Repeat Customer Insights automatically does that comparison in the Store Analysis and Order Sequencing Analysis.
You might struggle to get your overall AOV to increase beyond a certain point. Finding under-performing segments and improving them can unstick your overall AOV. You just have to measure, tweak, and repeat.
Analyze your customer's behaviors before they defect
Your customers aren't yours forever. Some might have defected today, never to be seen again.
You need to analyze your customer behavior so you can reach them before they defect.