Selling high AOV products: why it’s different and how to optimise for It
Selling a high priced product isn’t the same as shifting £15 skincare or £25 candles. If your product sits in the over £200+ range, the game changes…completely. You need a longer runway to build trust, a smarter content strategy, and way more patience.
Now, this is all true but you also need to realise how all of what I’m going to take you through can play a part if you’re selling products less than £200 because the thing is…if your customer perceives your product to be expensive then lots of these tactics still apply.
So keep reading if that’s you.
I’m going to explain to you why high AOV products need a different approach, and what to focus on to make them sell consistently and profitably.
So, why is selling high AOV product a whole different beast?
When you’re selling something expensive, you’re not selling the product. You’re selling:
Trust
Expertise
Peace of mind
And often, a transformation
It’s not an impulse buy. It’s a considered purchase, and in today’s economy, even more so. And if you miss one of these steps you’ll struggle.
They want to feel something before they hand over that kind of money. They want the why, the proof, the social validation.
1. Build a funnel that matches the price point
With lower priced products, the consideration window is much shorter, and you can make sales on the spot.
But when the product is a high ticket item, your buyer needs time. They need more information, more reassurance, and more consistent brand touches.
What should your funnel look like?
Stage 1: Problem awareness
Your first job is to get people thinking “maybe I need this.”
If your product is innovative or in a newer category, people might not even realise they have a ‘problem’ that needs solving, so you need to shout about it. This is mainly all about education.
A smart bed company might start by talking about the health impact of poor sleep or fluctuating body temperatures at night, long before they even mention the product.
Use your founder story, PR, creators, and experts to make noise. Push those conversations out through email, social, (and press if you can).
If your product isn’t really ‘problem’ based, you’re wrong. Don’t think of a problem as an actual problem in the typical sense of the word - it’s the reason why someone would use your product, it’s the job the product can do for them and sometimes that’s just emotional.
Remember - most people buy things to ‘better’ themselves in some way.
Stage 2: Problem education
Now that your audience is aware, your next move is to educate them. Show them why the problem matters and what the consequences are of not owning such product.
This is where content becomes your best friend. Depending on what you’re selling it could look like:
Educational blog posts
Expert led videos
Customer stories or case studies
Free guides
The goal is to get your audience nodding along, thinking…“now I understand what’s going on, and I care.”
Stage 3: Brand and product intro
This is your moment to say…“here’s what we do, and why we’re the best choice.”
You can’t just show up once or twice and expect people to drop £200, or £500 or more.
You need to show up everywhere and consistently:
YouTube product reviews
Founder interviews
Press features and listicles
Podcast sponsorships
Smart, not overly salesy influencer content
Your own organic channels doing the heavy lifting
The more often people see you, and the more aligned your messaging and visuals are, the more they trust you. Repetition builds belief and trust.
Also, make sure your product has a real point of difference. If you’re just a premium version of something cheap, your audience will struggle to justify the cost if you don’t.
Stage 4: Convert them
You’ve built the awareness, you’ve educated, and you’ve built some trust. Now it’s time to move them towards conversion.
This is where precision matters:
Landing pages that clearly explain your edge
Comparison charts that help customers self select
High converting email flows with reassurance content
Exit intent and retargeting ads with FAQs and reviews
Messaging testing to find what sticks
And, don’t forget about organic word of mouth. Your best salespeople are the people who already bought and love the product.
Testimonials convert better than any ad ever could. Encourage them, incentivise them and put the spotlight on them.
2. Content strategy for high AOV products
When the product is expensive, content isn’t “nice to have”, it’s the vehicle that gets someone from awareness to purchase.
Your content should focus on:
Education
Explainer videos, Q&As, “why it matters” posts. Use email, blogs, short form videos, carousels, and more. You’re giving your audience the language they’ll use to justify the purchase to themselves (and often, to someone else, other half, friend, etc).
Social proof
Reviews, customer testimonials, UGC, expert shoutouts, before/afters, and video reactions. Whatever you have - reuse these everywhere.
Brand trust
Speak on podcasts, get media coverage, collaborate with other credible brands, host events, generally whatever you can do to build legitimacy.
Consistency
Be where your customers are, with the same message, again and again. High AOV brands need to feel like they’re everywhere for a reason, because that repetition reduces friction and doubt.
3. Media Strategy: Don’t Be Afraid of the Big Stuff
If your AOV is high, you can afford to spend more to get the right customer, and often, you need to.
Streaming TV ads are a great channel to test. Why?
People are spending more time on streaming TV than on social
You’re reaching people in a lean-back environment (higher trust)
You can track it better than ever before
It makes your brand feel more legitimate
It’s especially powerful for driving top-of-funnel awareness and brand positioning. If someone sees you on their telly, they remember you.
Other “big plays” to consider:
Podcast sponsorships (with aligned hosts)
Billboards in premium locations
Airport advertising
Event sponsorships
Direct mail or premium unboxing experiences
These channels aren’t about driving immediate ROAS, they’re about increasing brand credibility and memorability.
4. The final push
Once you've nailed your funnel, awareness, education and trust, it's time to push for the sale.
And closing at a high price point? It’s not just about running ads. It’s about being the most compelling, most trusted option when your customer is finally ready to make a decision.
We’re talking middle and bottom of funnel now. This is what it needs to look like…
Ad creative that actually speaks to the objections, why now, why you, why it’s worth it.
Message testing across audiences and platforms to see what makes people click or convert.
Landing pages that reassure, inform and persuade, this is where comparison charts, guarantees, finance options and delivery timelines make a big difference.
Email opt-ins and flows that don’t just sell but nurture and inform. Think customer stories, FAQs, "still on the fence?" type content. You want to deal with every single anxiety.
What you’re not content - you’ve got their attention, now show them why you’re better than the alternatives.
Social proof everywhere, real reviews, video testimonials, creator content, unboxings, the lot.
Performance tracking and data - retarget wisely, personalise, and improve decision making.
This part of the process is detailed, often under appreciated, and absolutely essential for converting someone who’s about to spend hundreds or even thousands with you. You can’t skip it.
And then what?
Once someone buys from you (and loves it), your job’s not done. In fact, high AOV products rely on the post purchase phase to do a lot of heavy lifting.
Why? Because word of mouth converts better than any ad.
When someone buys your product and then tells three friends about it, who also buy, you've just unlocked free, trusted, high converting traffic.
Remember…you’re not just competing on product, you’re competing on experience.
At this point in the funnel, people are weighing up all their options. Your job is to remove any friction that could cause doubt:
Do you look more trustworthy?
Is your content more informative?
Is your messaging clearer and more aligned to their goals?
Do your past customers seem genuinely delighted?
Because the truth is, in high ticket sales, it’s rarely just the “best” product that wins, it’s the one that feels the safest, smartest, and most recommended choice.
And when your funnel is built to support that journey you’re in a brilliant position.
5. Final Touches (they make a big difference)
Guarantees and returns: Make it low risk for them to try. Flexible returns and warranties.
Live chat/real humans: At a high price, customers want to talk to someone. Be available.
Payment options: Offer Klarna, PayPal Pay Later, whatever fits your audience.
Post purchase experience: Make the unboxing premium. Follow up and ask for reviews. Deliver great support in general.
So? Who has nailed this? Noticed recently all the celebs filming themselves jumping in ice baths… no one cares right? But that’s where you're wrong. Popularity for ice baths, particularly brands like Lumi, is has surged in recent years. But why?
They have ridden the wellness wave. Educated their customers on the ‘why’. Cold exposure is trendy, and they’ve owned the category. I’m fed up of my husband trying to talk me into getting one! This is your word of mouth.
As I’ve said, there is a huge focus on influencer and creator marketing, celebs are talking about it, and giving testimonials
Great storytelling through long-form YouTube, email, and blog content.
High-end, premium design, but approachable language and friendly
If you’re selling an expensive product, you’ve got to play a smarter game
It’s not about shouting louder or discounting harder. It’s about:
Being the most educational
The most consistent
The most credible
And showing up in the right places, in the right way
The sales will come, but only if you build the right journey.
And a couple of final points to remember…
Your ads won’t see a return for a while, focus on brand awareness to start with. Your focus needs to be on getting them from curious to hooked and then to conversion.
You can’t have the same flows as a regular product business - what works for them won’t work for you.