What is revenue per visitor?
Revenue per visitor is the average revenue your website earns from each visitor. To find it, divide your total revenue by the number of visitors in the same period. It combines conversion rate and order value in one number.
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How to calculate revenue per visitor
Divide your total revenue by your number of visitors.
Why revenue per visitor is useful
Conversion rate shows how many visitors buy, but not how much they spend. Revenue per visitor captures both, so it gives a fuller view of whether a change helped.
For example, a test might lower conversion rate slightly but raise order size enough to earn more per visitor.
How to use it in testing
Many teams use revenue per visitor as the deciding metric in A/B tests on stores. Because order values vary widely, you need enough data before trusting the result.
Variations to know
Some teams divide by sessions instead of visitors, or use only revenue that can be tied to the site. Whichever you choose, keep the definition and time period the same when comparing.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate revenue per visitor?
Divide total revenue by total visitors. For example, $50,000 in revenue from 20,000 visitors is $2.50 per visitor.
What is the difference between revenue per visitor and average order value?
Average order value is revenue per order, which counts only buyers. Revenue per visitor spreads revenue across all visitors, including those who didn't buy.
What is a good revenue per visitor?
It depends on your prices, margins, and traffic mix. Compare it with your own past results and with the cost of getting each visitor.
How can you increase revenue per visitor?
Raise your conversion rate, increase order value through bundles or upsells, or bring in higher-intent traffic. Test each change and watch the metric.
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