About the Revenue Per Visitor Calculator
Revenue per visitor combines conversion rate and order value in one number: total revenue divided by visitors. This revenue per visitor calculator shows your current RPV, then models three scenarios. One changes the number of visitors by a percentage, one changes RPV through conversion optimisation, and one applies both together, so you can see the compounding effect.
That makes RPV handy for deciding between investing in traffic growth through SEO or ads and improving the site itself. If CRO gives a similar uplift for less money, it may come first. RPV is also a common primary metric for e-commerce A/B tests because it captures changes in both conversion and basket size. The maths runs in your browser.
How to use it
- Enter revenue and visitors for the same period.
- Set a percentage change in visitors.
- Set a percentage change in revenue per visitor.
- Compare revenue under traffic, CRO and combined scenarios.
Frequently asked questions
How do you calculate revenue per visitor?
Divide total revenue by the number of visitors for the same period. ₹9,00,000 from 60,000 visitors is an RPV of ₹15. Decide whether you count sessions or users and use the same choice each time. Segment by channel and device for deeper insight.
Why use RPV instead of conversion rate?
Conversion rate ignores how much people spend. A change that lifts conversions but lowers basket size could reduce revenue. RPV captures both, making it a good overall measure for e-commerce. It is especially useful for judging A/B tests that might change basket size as well as conversion.
How do traffic and RPV improvements combine?
They multiply. A 10% rise in visitors and a 10% rise in RPV together lift revenue by 21%, not 20%, because the extra visitors also spend at the higher rate. The combined scenario in the calculator shows this. Small gains in both add up.