Work out website revenue per visitor instantly with clear inputs, formula shown and shareable results.
Revenue per visitor is conversion rate multiplied by average order value, so it captures both levers in one number. It is the correct metric for judging traffic sources, since a source can convert poorly but buy heavily.
Revenue per visitor
RPV = revenue / visitors = conversion rate × average order value
Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.
Because raising conversion by attracting bargain hunters can lower revenue per visitor. RPV cannot be gamed that way.
Either lever works — better conversion, or higher order value through bundling, upsells and shipping thresholds.