What is revenue per visitor?
Revenue per visitor is the total revenue in a period divided by the number of visitors in that period. It combines how many people buy and how much they spend into one number.
How to calculate RPV
This is how to calculate RPV:
RPV = total revenue ÷ number of visitors = conversion rate × average order value
With 10,000 visitors, 250 orders and $48,000 of revenue, RPV is $4.80. The same figure comes from a 2.5% conversion rate times a $192 average order. Tracked weekly, average revenue per visitor shows whether a site earns more from the same traffic.
Revenue per visitor vs conversion rate
Conversion rate alone rewards discounting: cut prices and more people buy, even if you earn less. RPV catches that, because a lower price that lifts conversion but cuts revenue per order shows up as lower RPV. It is the right primary metric when the thing being tested is price.
RPV in A/B testing
Split visitors randomly between price versions and compare revenue per visitor, not just orders. Because RPV is noisier than conversion rate, with a few large orders able to move it a lot, price tests usually need more visitors before the result can be trusted.
Testing prices properly
Dynamic Pricing Engine runs price tests and gives a verdict on whether the change worked, instead of reading noise into a week of sales.
Last reviewed 2026-11-01.