Revenue Per Visitor (RPV) is a metric that calculates the average amount of revenue generated by each website visitor. It combines traffic and conversion data to reveal how efficiently your site turns visits into income.
To calculate RPV, divide your total revenue by the total number of website visitors over the same time period.
RPV = Total Revenue ÷ Total Number of Visitors
RPV = Total Revenue ÷ Total Number of Visitors
If your site generated $25,000 in sales from 10,000 unique visitors in a month, your RPV would be $2.50. That means each visitor, on average, brings in $2.50 in revenue.
A good RPV depends on your industry, pricing, and business model. Higher values typically mean strong user intent, optimized funnels, and high conversion rates.
A low RPV may indicate issues like low conversion rates, poor UX, or misaligned messaging. It could also point to unqualified traffic.
Test your CTAs, layouts, and forms to make it easier for visitors to complete purchases or sign up.
Show relevant offers, content, or products based on user behavior and preferences.
Encourage larger purchases with upsells, cross-sells, or product bundles.
