Shaddows - 3:27 pm on Apr 2, 2012 (gmt 0)

the average order value has gone down, in some cases WAY down. I'd love to pin that on Google, but I don't think I can

Disagree. We get fed different traffic profiles from the SERPs- we're fairly familiar with the signs. At the moment, our "core" products are down about 5-10%, but peripheral products are up a similar amount (in aggregate). Now, that is dropping our average order value, and it's because of traffic shaping.