What is Revenue Per Visitor (RPV)?

Revenue Per Visitor (RPV) measures the average revenue generated each time someone visits your website. It's calculated by dividing total revenue by total visitors. For example, if your store earned $50,000 from 10,000 visitors, your RPV is $5.00. RPV combines conversion rate and average order value into a single metric.

What is a good revenue per visitor for ecommerce?

A good RPV varies significantly by industry. Fashion/apparel averages $2.50-$4.00, electronics $5.00-$8.00, luxury goods $15.00-$25.00, and B2B ecommerce $8.00-$15.00. However, your RPV should be evaluated relative to your customer acquisition cost (CAC).

How do I improve my revenue per visitor?

RPV improves through three levers: 1) Increase conversion rate through better UX, trust signals, and checkout optimization. 2) Increase average order value through upsells, bundles, and free shipping thresholds. 3) Improve traffic quality by focusing ad spend on high-intent audiences.

What's the difference between RPV and ARPU?

RPV (Revenue Per Visitor) measures revenue per website visit, while ARPU (Average Revenue Per User) measures revenue per unique customer over time. RPV is a session-level metric useful for marketing optimization, while ARPU is a customer-level metric used for lifetime value analysis.

Should I track RPV by traffic source?

Absolutely. RPV by channel reveals which traffic sources deliver the highest-value visitors. Typically, email and direct traffic have 2-3x higher RPV than social media traffic. Branded search often outperforms non-branded by 40-60%.

How much traffic do I need to reliably measure RPV changes?

To detect a 10% RPV improvement with 95% confidence, you typically need 1,000-5,000 visitors per variation depending on your baseline conversion rate and AOV variance. Lower-converting sites need more traffic.

Revenue Per Visitor Calculator

Calculate your RPV instantly, compare to industry benchmarks, and get AI-powered recommendations to increase revenue per visitor.

Enter Your Values

Total Revenue*

Your total revenue for the period you're analyzing (e.g., monthly revenue)

Total Visitors*

visitors

Total unique visitors or sessions for the same period (from Google Analytics)

Conversion Rate

Your current conversion rate (for RPV decomposition analysis)

Average Order Value

Your current AOV (for RPV decomposition analysis)

Formula

RPV = Total Revenue ÷ Total Visitors

Revenue Per Visitor shows the average dollar value generated per website visit. It can also be decomposed as: RPV = Conversion Rate × Average Order Value. This decomposition helps identify whether low RPV stems from conversion issues or order value issues.

Revenue Per Visitor (RPV)$5

$5.00 RPV — Strong performance, typical for electronics/tech.

Total Revenue$50,000

Total Visitors10,000

RPV from CR × AOV$5

+10% Conversion Rate Impact$5.50 RPV (+$0.50)

+10% AOV Impact$5.50 RPV (+$0.50)

Visitors Needed for 2x Revenue20,000 visitors

Industry BenchmarkElectronics/Tech level

RPV Benchmarks by Industry

Luxury/B2B$15+ RPV — Premium/B2B ecommerce

> $15

Electronics/Tech$5-15 RPV — High-ticket retail

$5 – $15

Fashion/Retail$2.50-5 RPV — Standard retail

$3 – $5

Health/Beauty$1.50-2.50 RPV — Lower-ticket items

$2 – $2

Below AverageUnder $1.50 — Optimization needed

$0 – $1

Source: E-commerce Industry Benchmarks 2024

How to Calculate Revenue Per Visitor

Enter your total revenue for the analysis period
Enter total visitors or sessions for the same period
Optionally add conversion rate and AOV for decomposition
View your RPV and benchmark ranking
Use the simulator to model improvement scenarios
Get AI recommendations for your specific situation

RPV Benchmarks by Industry

$2.80 - $4.20

Fashion & Apparel

$5.50 - $8.50

Electronics & Tech

$3.20 - $5.00

Home & Garden

$2.40 - $3.80

Health & Beauty

$15.00 - $28.00

Luxury & Jewelry

$8.00 - $18.00

B2B Ecommerce

$1.80 - $3.20

Food & Beverage

$3.50 - $5.50

Sports & Outdoors

Source: E-commerce Industry Benchmarks 2024

Revenue Per Visitor Calculator

RPV Benchmarks by Industry

How to Calculate Revenue Per Visitor

RPV Benchmarks by Industry

Frequently Asked Questions

What is Revenue Per Visitor (RPV)?

What is a good revenue per visitor for ecommerce?

How do I improve my revenue per visitor?

What's the difference between RPV and ARPU?

Should I track RPV by traffic source?

How much traffic do I need to reliably measure RPV changes?