Revenue per visitor calculator
Work out revenue per visitor (revenue ÷ visitors) for your site, then compare two versions of a page on revenue, not clicks. Free, no signup.
Your revenue per visitor
Revenue per visitor = revenue ÷ visitors. Enter one period for your whole site, a page or a channel.
2.00% of visitors buy, at $104.17 each, so every visitor is worth $2.08. Raise either number and revenue per visitor rises with it.
Compare two versions of a page
For an A/B test: which version earns more per visitor, and how likely that is to hold.
B wins on conversions but loses on revenue. Judged on clicks, you'd ship the version that makes less money.
How it works
Conversion rate only tells you how many people did something. Revenue per visitor tells you what each visitor was worth:
Revenue per visitor = total revenue ÷ visitors, which is the same as conversion rate × average order value.
Example: $25,000 of revenue from 12,000 visitors is $2.08 per visitor. With 240 orders, that's a 2% conversion rate at an average order of $104.17, and 0.02 × $104.17 = $2.08. For what a good number looks like, with UK benchmarks by category, see how to calculate revenue per visitor.
In an A/B test, a version can win on conversion rate and lose on revenue, for example a discount that brings more, cheaper orders, or a headline that attracts signups who never pay. The second calculator shows both side by side.
The chance that B earns more per visitor uses the spread of order values as well as the averages. If you don't know the spread, leave the default (order values vary about 60% either side of the average, typical for a mix of plans or products).
Questions people ask
What is revenue per visitor?+
Total revenue divided by the number of visitors. It combines conversion rate and average order value into one number, so it's the fairest way to judge a test that could change either.
Why not just use conversion rate?+
Because a change can raise conversions and lower revenue, for example by attracting smaller orders or signups who never pay. Judging on revenue per visitor catches that.
Do revenue tests need more traffic?+
Usually yes, because order values vary. A few large orders can swing the result, so the maths needs more visitors to be sure.
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AI agents read your analytics and payments, find where you lose the most money, build the fix and test it. Every test is judged on revenue, not clicks. Plans from $29 a month.