Optimizing to Value Per Transaction
As a modern e-commerce business, we know you likely already have a diverse marketing mix driving towards maximizing
the value of, and experience for, each individual customer. At Rokt, we believe in order to get a holistic view, you need anorth star metric that encompasses your programs of work, allowing you to optimize performance across the board.

The limitations of Average Transaction Value
Many e-commerce marketing teams measure campaign eﬀectiveness by calculating results to an Average Value perTransaction (ATV) in the following way:
Total value of all transactions ($) / number of transactions = ATVWhile this does oﬀer some insight, ATV is ultimately limiting since it only takes into account the value of goods or services
and results, limiting the ability to have a holistic performance measurement.

Better understand the value of your commerce experience
Value Per Transaction (VPT) bridges the gap in ATV by capturing additional types of value, including lifetime value,
average order amount, and ancillary revenue. This provides a clearer, more complete understanding of your marketingstrategy’s eﬀectiveness.

Value generated fromincreasing customer’s
lifetime spend(i.e. LTV)

Value generated byincreasing the averageorder amount(i.e. AOV)

Value created byshowing 3rd partyoﬀers(i.e. Ancillary Revenue)

VPT

Value Per Transaction is a unifying metric that gives clear insight into the entire spectrum of customers interacting withyour site. Using VPT, businesses can optimize and maximize on the full potential of their transaction experience.
Let’s expand on each type of value.

1Lifetime value - With discounts, personalized oﬀers, and marketing opt-ins, Rokt empowers
users and builds a long term relationship with your brand.

2

Average Order Value - Rokt boosts average order values with add-to-cart campaigns such as
insurance, parking, car rentals, gift cards and merchandise, as well as upsells such as VIPexperiences, free shipping, baggage, expedited check-in, and more.

3

Ancillary Revenue - Each time a customer opts-in to a 3rd party Marketplace oﬀer, Roktgenerates profit, direct to the bottom line.

Rokt.com$© Rokt 2020

How it all comes together into this one key metric: VPT
Personalizing the transaction by optimizing to value for each customer
Today, there are thousands of software providers helping e-commerce brands to locate prospects, optimize the customer
journey, and nurture conversion. Once they reach the checkout process however, the optimization usually ends.
Rokt has a laser focus on the transaction. We help our partners unlock
more value throughout their transaction by measuring and optimizing for
VPT with the added benefit of personalizing user experience.
Calculating the actual value per transaction is critical to ensuring that
accurate comparisons are made between internal vs. external marketing
objectives and short-term vs. long-term value for each customer.
Value is maximized for each customer by dynamically changing the user’s
experience based on what is in their cart as well as who they are (i.e.
demographic information, previous interactions, and purchase behavior).

The following aspects are optimized and personalized:
DesignOﬀers

Creative Messaging

Price and Promotion

The look and feel of thepage (layout, sizing,fonts, colors, etc.)

The oﬀers presented(loyalty, upsell, 3rd party)

Language for each oﬀer (e.g.
rational vs. emotive messaging)Price and promotion of theoﬀer (e.g. 10% oﬀ vs.
equivalent $ oﬀ)

Rokt’s partners use VPT as a north star metric that encompasses their sophisticated marketing mix, allowing them tooptimize performance across the board and maximize the value of, and experience for, each individual customer in theTransaction Moment ™.

Want to learn how Rokt can help you optimize to Value Per Transaction?
Reach out now to solutions@rokt.com.
Rokt.com© Rokt 2020