RPV(RPV)
Conversion and UX
Conversion and UX
RPV (revenue per visitor) is revenue divided by visitors. With €20,000 revenue and 10,000 visitors, RPV is €2.
RPV combines two numbers that mislead easily on their own: how many visitors buy (conversion rate) and how much they spend (average order value). Conversion rate × average order value is your RPV, which makes it the most useful metric to judge A/B tests and page changes by.
An example: a discount banner lifts conversion rate from 2% to 2.4%, but average order value drops from €100 to €78. RPV falls from €2.00 to €1.87. On conversion rate alone you would have called that test a winner.
Also look at RPV per channel and per device. A channel with many visitors and low RPV asks something different from you than a channel with few visitors who spend a lot. For subscriptions or leads, use margin or customer value instead of revenue.
Tip
Use one consistent denominator — visitors or sessions, not both — and strip out returns when they are substantial, or the variant with the most returns wins.
Related terms
- Average order valueAverage order value is revenue divided by number of orders. Alongside traffic and conversion rate it's the third lever you can pull.
- Conversion rateConversion rate (CR) is the share of visitors who take the desired action: buy, request, call or subscribe.
- CROCRO is conversion rate optimisation: getting more out of the traffic you already have through research and experiments.