E130: What Metric Do Top Brands Track First? Aftersell’s Co-Founder Reveals

Why do experienced operators still overcorrect on average order value?

Varun Kundra (Co-founder, Aftersell by Rokt) joins Connor MacDonald (CMO, Ridge) and Cody Plofker (Advisor & fmr. CEO, Jones Road) to break down the pricing missteps that quietly cost real revenue and the metric worth watching instead.

The hosts compare years of pricing tests at Ridge and Jones Road. They cover three ways to bundle for more revenue per order. Varun explains why image heavy upsells beat plain offers, plus a subscription upgrade converting at 20% to 30%. Connor and Varun wrap with a teardown of Winks, the brand behind Operators Build.

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Chapters

00:00:00 Revenue Per Session

00:05:48 Ridge’s Pricing History

00:11:16 Jones Road AOV Test

00:14:31 Gut Culture Bundle Test

00:18:21 Three Bundle Types

00:22:18 Multi Silhouette Bundles

00:29:17 Varun Joins the Show

00:31:27 Upsells Look Like Ads

00:39:13 One Click Subscription

00:44:27 The Product Wishlist

00:48:48 Winks Site Teardown

00:57:01 Checkout Teardown