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Revenue Per Visitor Calculator
The one metric that combines traffic, conversion, and AOV: revenue per visitor. Cross-checks RPV against conversion rate times AOV so channel comparisons stay honest.
Visitor Revenue Inputs
Total Revenue ($)
Total Visitors
Total Orders
Revenue per Visitor
Total Revenue$60000.00
Revenue per Visitor$0.40
Conversion Rate2.40%
AOV x CVR Check$16.67 x 2.40% = $0.40
RPV insight: Each visitor is worth $0.40 (2.40% convert at $16.67 AOV). Optimize RPV — not traffic alone — because cheap traffic that never converts destroys this number.
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Authoritative References
Frequently Asked Questions
How is revenue per visitor calculated?
RPV = Total Revenue / Total Visitors, equivalently Conversion Rate x AOV. With 2.4% conversion and $69.44 AOV, RPV is $1.67.
Why is RPV better than conversion rate alone?
Conversion ignores basket size: a 2% rate at $100 AOV ($2.00 RPV) beats a 3% rate at $50 AOV ($1.50 RPV). RPV keeps both levers in one decision metric.
What is a good revenue per visitor?
Benchmark $1-3 for most categories; luxury and electronics run higher on AOV, apparel lower on volume. Compare per channel — branded search often doubles prospecting RPV.
How do I increase RPV?
Raise either factor: conversion via speed, reviews, and checkout simplification, or AOV via thresholds, bundles, and post-purchase offers. Test which lever moves RPV most per effort.
RPV vs RPC: which should I track?
Track both: RPV for traffic and acquisition decisions, RPC for customer and retention decisions. They connect through visitors-per-customer over time.