Glossary
What is revenue per visitor (RPV)?
Revenue per visitor is total revenue divided by visitors. How to calculate it, why it is a fairer way to judge a page test than conversion rate alone, and the RPV lifts we have published.
By Ecom LandersLast updated
Formula
How do you calculate revenue per visitor?
RPV=revenue÷visitors
=conversion rate×average order value
Use the same period and the same visitors for both sides. In a test, compare each variant’s RPV over the same dates.
For example, a page that takes £10,000 from 5,000 visitors has an RPV of £2.00. That is 125 orders, a 2.5% conversion rate, at an £80 average order value: 2.5% × £80 = £2.00.
Why it matters
Why use RPV instead of conversion rate alone?
A change can lift conversion rate while shoppers buy smaller orders, or lift order value while fewer people buy. RPV catches both, so it is a fairer way to judge a page test.
Published results
What RPV lifts have we published?
Three studies on ecomlanders.co report revenue per visitor. The figures are theirs, word for word, beside the pages we built.
Hound Nutrition
+39.4%Increase in revenue per visitor
- +28.9% Increase in conversion rate
- +8.1% Increase in average order value
Puppymothers
+60.84%Increase in revenue per visitor
- +126% Increase in conversion rate
Zoomie
+17%Increase in revenue per visitor
- +11.4% Increase in conversion rate
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