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.