What is revenue per visitor (RPV)?
Revenue per visitor, or RPV, is the average sales each visitor brings your store. The revenue per visitor formula is sales ÷ visitors for the same dates, which equals conversion rate × average order value. A store that takes $9,000 from 6,000 visitors earns $1.50 per visitor.
Revenue per visitor formula, worked out
Here is that store's month.
| Sum | Result |
|---|---|
| Visitors | 6,000 |
| 120 orders ÷ 6,000 visitors | 2% conversion rate |
| $9,000 sales ÷ 120 orders | $75 average order |
| $9,000 ÷ 6,000 visitors | $1.50 per visitor |
| 2% × $75 | $1.50 per visitor |
The last row splits $1.50 into how many visitors buy and what each order brings in.
Why is revenue per visitor important?
Revenue per visitor catches a change that wins more orders but shrinks each one. Split those 6,000 visitors evenly and give version B 20% off. B converts at 2.3% to A's 2%, but each order drops from $75 to $60. B takes $4,140 to A's $4,500: $1.38 per visitor against $1.50. On conversion rate alone, B wins, which is why tests are usually scored on revenue per visitor.
One big order can swing it: at 3,000 visitors a side, $900 adds $0.30 per visitor. Shopify's split tests, called Experiments, report only rates, as our Shopify A/B testing article explains.
What is a good revenue per visitor?
A good revenue per visitor beats your last few months on similar traffic. Published benchmarks we checked differ several-fold, and none shows its data. Price sets the scale: $150 orders at 1% earn $1.50 per visitor, as do $30 orders at 5%. New ad traffic that buys less often can lower it while sales rise.
How do you find revenue per visitor in Shopify?
Under Analytics then Reports, open "Performance by marketing channel" in the Marketing category. It lists sessions and total sales by channel. Divide total sales by sessions for revenue per session, usually lower than per visitor, since a shopper back after 30 minutes away starts a new one. Shopify's session count changed on September 21 to 23, 2026, so start your baseline after it.
How do you increase revenue per visitor?
Lift conversion rate or average order without letting the other fall. More visitors buy when search finds what they type and checkout is short. Bundles, add-ons and a free shipping goal can raise average order value.
Visitors and sales for each A/B version, with Sledge
Sledge does not report revenue per visitor. When you A/B test an offer, a sort rule or a badge in Sledge, each version shows how many visitors saw it and the sales Sledge counts for it, so you can divide the sales by the visitors yourself. Growth Intelligence turns on when you pick a paid plan. Its suggested fixes then add up to one "Est. potential" total: the sales they might bring, in your store's currency.
