Revenue Per Visitor (RPV)
The average revenue generated by each visitor to your website, combining conversion rate and average order value.
Why it matters
RPV is the single best metric for evaluating overall e-commerce performance. It combines traffic quality, conversion rate, and order value into one actionable number.
Formula
Divide total revenue by the number of unique visitors in the same period. This can also be calculated as Conversion Rate x Average Order Value.
Calculator
What's a good RPV?
Low AOV sites: $1-$3. Mid-range: $3-$8. High AOV/luxury: $8-$20+.
Related metrics
AOV
E-commerceThe average amount spent each time a customer places an order on your website or app.
CVR
MarketingThe percentage of visitors or leads who complete a desired action, such as making a purchase or signing up.
Cart Abandon
E-commerceThe percentage of online shoppers who add items to their cart but leave without completing the purchase.