Revenue per visitor (RPV)
Total revenue divided by unique visitors. It combines conversion rate and average order value into one number.
$10,000 in sales from 1,000 unique visitors is an RPV of $10. Another way to read it: RPV equals average order value multiplied by conversion rate.
Why it is the metric to test on
A test that lowers conversion rate but raises AOV enough is still a net win, and RPV is the number that shows it. That makes it the safest primary metric for price, offer and bundle tests, where conversion rate alone can point the wrong way. It is the goal metric Elevate recommends for most experiments.
Learn how to calculate and grow it in revenue per visit: how to calculate and maximize it.
Put it to the test on your store
Test prices, themes, pages, shipping and checkout on Shopify, then ship the winning variant.
