Profit per visitor
Gross profit from orders divided by visitors: revenue minus product costs and other variable costs, per visitor in a variant.
Also called gross profit per visitor
Profit per visitor goes one step past revenue: it takes off what each sale costs. It is the right goal when a test changes prices, discounts or shipping, where revenue can rise while margin falls.
It needs reliable product costs; with costs missing, profit looks better than it is.
A 15% discount raises revenue per visitor by 4% but lowers profit per visitor by 6%, because the margin given away outweighs the extra orders.
Related terms
- Revenue per visitor (RPV)Total order revenue divided by visitors in a variant: a goal that combines how many visitors buy and how much they spend.
- Price testA test where different groups of shoppers see and pay different prices for the same product, to find the price that earns the most.
- Offer testA test that gives different groups of shoppers different offers, such as 10% off versus $10 off, and compares what each earns after the discount.