Free tool
Revenue Per Visitor Calculator
See how much revenue you could unlock by lifting your revenue per visitor, the metric that actually tracks profitability, not just conversion rate.
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Why revenue per visitor, not conversion rate?
Conversion rate tells you how many people buy. Revenue per visitor tells you how much money each session is worth. A test can lift conversion while quietly dropping average order value, leaving revenue flat or down. RPV catches that because it folds both metrics into one number.
This is the forecasting model we use inside client engagements to pressure-test whether a CRO program can pay for itself. Running a live test? Use the A/B test calculator to check significance and project when you can call it.
Revenue per visitor calculator FAQ
- What is revenue per visitor (RPV)?
- Total revenue divided by total sessions. It folds conversion rate and average order value into one number, so it tracks profitability better than conversion rate on its own.
- Why optimise for RPV instead of conversion rate?
- A test can lift conversion while quietly dropping average order value, leaving revenue flat or down. RPV catches that. It is the metric that actually tracks the money rather than just the count of orders.
- How do I increase revenue per visitor?
- Lift conversion rate, average order value, or both, through research-led testing on pricing, merchandising, and the path to purchase. This calculator forecasts the revenue impact of a given RPV lift across 12 months.
- How is the 12-month forecast calculated?
- It applies your target RPV lift across a ramp: month one is research with no lift yet, then a linear climb to full lift by the end of year one. The result is netted against program cost to show your break-even point.