Revenue per Visitor (RPV) is a metric that measures the average revenue generated by each visitor to a site or page. It combines both conversion rate and average order value into a single measure.
RPV is often used to assess overall revenue efficiency.
Examples in Action
- Comparing the revenue efficiency of traffic sources
- Measuring the impact of pricing or bundling changes
- Evaluating the effectiveness of upsell or cross-sell strategies
- Tracking revenue impact of experience changes
Typical Outcomes / Results
- Holistic view of performance beyond conversion rate alone
- Better prioritisation of revenue-focused optimisation
- Clearer assessment of trade-offs between volume and value
- Improved decision-making around growth initiatives
This glossary entry reflects standard usage in revenue-focused optimisation.
Applying this in practice
Revenue per visitor helps connect conversion with order value, but costs and returns still matter. Our Shopify optimisation guide explains why commercial measures should sit alongside purchase completion.