Revenue Per Visitor Calculator
Calculate RPV (Revenue Per Visitor) to understand the true value of each website visitor to your store.
Formula
What is Revenue Per Visitor (RPV)?
Revenue Per Visitor (RPV) measures how much revenue each website visitor generates on average. It combines conversion rate and average order value into a single, powerful metric.
RPV is arguably the most important CRO metric because improving either conversion rate OR average order value will increase it. This makes RPV the ultimate measure of your website's ability to monetize traffic.
RPV = Conversion Rate × Average Order Value
Why RPV is Better Than Conversion Rate Alone
Consider two scenarios:
- Store A: 3% conversion rate, $40 AOV → RPV = $1.20
- Store B: 2% conversion rate, $80 AOV → RPV = $1.60
Store B generates more revenue per visitor despite having a lower conversion rate. This is why RPV matters — it tells the complete revenue story.
RPV also tells you the maximum you can afford to pay per visitor from ads. If your RPV is $2.00 and your CPC is $0.80, you're profitable.
How to Improve RPV
- Increase conversion rate: Optimize product pages, checkout, and trust signals
- Increase AOV: Bundles, upsells, cross-sells, free shipping thresholds
- Improve traffic quality: Better targeting reduces bounce rate and increases purchase intent
- Personalization: Show relevant products based on browsing history and segments
- Reduce returns: Accurate sizing guides and product descriptions protect actual RPV