Revenue Per Visitor (RPV)

Revenue Per Visitor (RPV) is calculated by dividing total revenue by the number of unique visitors in a given period. Unlike conversion rate (which only measures whether a purchase happened) or AOV (which only measures how much was spent per order), RPV combines both into a single metric that captures the full economic value of your traffic. If 10,000 visitors generate $30,000 in revenue, your RPV is $3.00. RPV is particularly powerful for evaluating collection performance because it accounts for both browsing-to-buying conversion and order value. A collection with a low conversion rate but high AOV might have the same RPV as a collection with high conversion but low AOV — meaning they are equally valuable despite different customer behaviors. This makes RPV the fairest comparison metric across different collection types. At the collection level, RPV reveals which groupings are most economically productive. A 'Premium Skincare' collection might have fewer visitors than 'All Skincare' but a much higher RPV, indicating that the premium curation attracts higher-intent shoppers. These insights inform where to invest merchandising effort: improve high-traffic, low-RPV collections (they have untapped potential) and promote high-RPV collections to more visitors.