Your CVR Is Up But AOV Dropped. The 4-Domain Fix for EC Revenue

"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...