Low AOV For New Customers, High AOV For Repeat Customers

I'm updating my thinking for AOVs here slightly. I've been presented some good arguments lately and feel like I need to write out a more nuanced take on my AOV ideas.

To date, I know I’ve become known as a strong proponent for running lower AOV offers on Meta. I still absolutely believe that to be true if you are in the right business, have the right products and can build the right machine to support it.

Meta is a volume channel, not an efficiency channel, and that won’t ever change.

But, I am going to update my thinking a bit here on AOVs. When I first put out my initial ideas on AOVs, I didn’t intend it to be a blanket statement, meaning that if you run lower AOV offers on your Meta channel, then you automatically become a low AOV brand/business. I actually mean the exact opposite and I am going to explain.