Why RPV is your most important metric
Revenue per Visitor combines Conversion Rate and AOV into a single, meaningful metric.
Revenue per Visitor (RPV) is one of the most powerful metrics in e-commerce. It answers the central question: How much is a visitor to my store worth on average?
The mathematical elegance of RPV
RPV can also be expressed as the product of Conversion Rate and AOV:
RPV = Conversion Rate x AOV
With a 2% Conversion Rate and $100 AOV, the RPV is $2. Increase both values by 10%, and RPV grows by 21% (1.1 x 1.1 = 1.21).
RPV as a decision-making foundation
RPV makes different marketing channels directly comparable – regardless of their traffic volume. An example:
- 1 Google Ads: 10,000 visitors with $2 RPV = $20,000 revenue
- 2 Instagram: 5,000 visitors with $5 RPV = $25,000 revenue
- 3 Insight: Instagram delivers more revenue per visitor despite less traffic
Combine RPV with Cost per Click (CPC) or Cost per Visitor to calculate the actual profitability of each channel.
Optimizing RPV: Two levers
Since RPV = Conversion Rate x AOV, you have two leverage points:
- 1 Increase Conversion Rate: Better product pages, optimized checkout, trust signals, faster load times.
- 2 Increase AOV: Cross-selling, bundle offers, minimum order value for free shipping, upselling.
Regularly analyze your RPV by channels, devices and customer groups. The differences can be significant and reveal optimization potential.