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.
Also called RPV
Revenue per visitor counts every visitor, buyers and non-buyers, so it captures both conversion rate and order value in one number. It is the usual primary goal for tests that touch price, offers or order size.
It is noisier than conversion rate, because a few large orders can swing it, so it needs more visitors and a test that doesn't assume equal spread between variants.
$48,000 of orders from 20,000 visitors is $2.40 per visitor.
Related terms
- Average order value (AOV)Revenue divided by the number of orders: how much a typical order is worth.
- Profit per visitorGross profit from orders divided by visitors: revenue minus product costs and other variable costs, per visitor in a variant.
- Conversion rateThe share of visitors who completed a goal, such as placing an order, out of all visitors in a variant.
- CUPEDA variance-reduction method that uses each visitor's behaviour before a test to make results more precise.