Revenue per visitor (RPV) calculator
Divide revenue by traffic to get revenue per visitor, then model how lifting it changes the top line.
Your numbers
Sessions or unique visitors over the same period as revenue.
See what a lift in revenue per visitor adds to the top line.
Revenue per visitor
$2.50
$125,000.00 from 50,000 visitors.
RPV at +10%
$2.75
Added revenue
+$12,500.00
What revenue per visitor measures
Revenue per visitor (RPV) is total revenue divided by total visitors. It answers a simple question: on average, how much is each visit worth? $125,000 from 50,000 visitors is an RPV of $2.50.
RPV is also conversion rate multiplied by average order value, so it captures both how often people buy and how much they spend in one figure. That makes it the metric to watch when a change might trade one for the other.
Why teams optimize for RPV
A test that raises conversion rate looks like a win until you notice average order value slipped, leaving revenue flat. Judging an experiment on revenue per visitor closes that gap, because a variant only wins when the combined number goes up. Use the lift field above to model what a few points of RPV growth add to the top line before you decide a test is worth running.
Frequently asked questions
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