Revenue Per Visitor (RPV) Calculator
Calculate revenue per visitor (RPV) for an online store from revenue and visitors, split into conversion rate and average order value, and see what a higher RPV is worth.
How it works
RPV = revenue ÷ visitors · RPV = conversion rate × average order value · Conversion rate = orders ÷ visitors · AOV = revenue ÷ orders
Revenue per visitor combines the two numbers e-commerce teams try to raise — conversion rate and average order value — into one metric. It is the fairest way to judge an A/B test or a traffic source: a change that converts more visitors but at a lower order value can leave RPV flat, and a source with fewer, richer buyers can beat a high-converting one. Multiplying RPV by forecast traffic also gives a quick revenue projection.
Worked example
A store earns $45,000 from 30,000 visitors and 600 orders. RPV = 45,000 ÷ 30,000 = $1.50, which equals a 2.00% conversion rate × $75.00 average order value. Raising RPV by 10% to $1.65 would add $4,500 on the same traffic.
Frequently asked questions
How do you calculate revenue per visitor?
Divide total revenue by the number of visitors (or sessions) for the same period. Equivalently, multiply the conversion rate by the average order value.
What is a good revenue per visitor?
It depends on price point and industry: stores selling low-cost items may see well under 1 per visitor, while high-ticket stores can see several. Track your own RPV by traffic source and over time.
Why use RPV instead of conversion rate in A/B tests?
Conversion rate ignores how much each buyer spends. A discount banner can raise conversions while cutting order value; RPV shows whether the change actually earned more per visitor.
Should I use visitors or sessions?
Use whichever your analytics tool reports consistently. Sessions give a lower RPV than unique visitors because one person can visit several times.
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This calculator is for educational purposes. Double-check important results before acting on them.