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Revenue Per Visitor (RPV)
Short description
Revenue per visitor (RPV) measures the average revenue generated for every person who visits your site. It combines the effects of conversion rate and average order value into a single number, giving you a direct view of how efficiently you monetize your traffic.
Why it matters
RPV is a powerful “quality of traffic” metric. It doesn’t just tell you how many people are buying or how much they spend per order, it tells you how much each visitor is worth, whether they buy or not. This makes it particularly valuable for comparing traffic sources. Two channels might have similar CRs but vastly different RPV if one attracts higher-spending customers. Monitoring RPV helps you focus investment on channels and campaigns that bring the highest-value visitors, not just the most visitors. In ecommerce, improving RPV can often deliver better ROI than chasing more traffic.
How it works
RPV = (Total Revenue ÷ Total Visitors or Sessions). Since this formula includes all visitors in the denominator, non-buyers pull the average down, which is why boosting conversion rate or average order value directly raises RPV. Segmenting by acquisition source, device type, campaign, or even landing page can reveal where your most profitable visitors come from. RPV is best tracked over time to see if changes in pricing, promotions, or UX affect your ability to extract value from each visit.
Example in ecommerce
A home décor store sees that Instagram traffic converts at the same rate as email traffic (2.5%) but has an RPV of $1.80 compared to email’s $4.20. The difference is AOV, email buyers tend to purchase larger ticket items. The team responds by tailoring Instagram promotions toward bundled offers and higher-margin categories, raising that channel’s RPV by 40% over three months.
Common mix-ups
RPV is not AOV, AOV looks only at orders, while RPV looks at all visits. It’s also not identical to customer lifetime value (LTV), which measures total spend over the course of the customer relationship rather than per visit.
Best practices
- Segment RPV by acquisition channel and campaign.
- Increase AOV with bundling, cross-selling, and upselling.
- Optimize conversion rate to turn more visitors into buyers.
- Personalize offers for high-value traffic segments.
- Remove friction points for high-RPV channels.
- Use post-purchase upsells to increase same-visit value.
- Track RPV over time to monitor strategic changes.
Industry benchmarks
- RPV varies heavily by industry and price point: low-cost consumables may be under $2, while luxury ecommerce can see $10+ RPV.
- A healthy trend is RPV growing alongside CR and AOV.
- Sharp drops in RPV often indicate a shift in traffic mix toward lower-value channels.
Related terms
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