Revenue per visit: the number that tells you if your online store sells well
In short: revenue per visit (RPV, also called revenue per session) is your store's revenue divided by its visits over the same period. It equals conversion rate multiplied by average order value. In Shopify, divide Total sales by Sessions. Track it month by month and compare it with your own store, not with others.
When an online store isn't selling much, the first thought is usually that it needs more traffic. Sometimes that's true. But before looking for more visits, it's worth knowing how much each visit you already have brings in.
That number is revenue per visit (you'll also see it called revenue per session). I consider it the most important number in ecommerce, and it takes two minutes to calculate.
What revenue per visit is and how to calculate it
Revenue divided by visits, over the same period.
If your store made €1,200 last month from 2,000 visits, each visit brought in €0.60.
That's it. You don't need any tools or analytics know-how.
Why revenue per visit tells you more than conversion rate
Conversion rate tells you what percentage of visits end in a purchase. It's useful, but it only tells half the story: it says nothing about how much each buyer spends.
An example with made-up numbers:
| Store A | Store B | |
|---|---|---|
| Visits | 2,000 | 2,000 |
| Orders | 40 | 30 |
| Conversion rate | 2% | 1.5% |
| Average order value | €30 | €50 |
| Revenue | €1,200 | €1,500 |
| Revenue per visit | €0.60 | €0.75 |
Store A converts more. Store B makes more money from the same people.
Revenue per visit combines both in a single number: how many people buy and how much each of them spends. In fact, that's exactly what it is: conversion rate × average order value. In the table, 2% × €30 = €0.60 and 1.5% × €50 = €0.75.
It also tells you what a visit is worth, which helps you make decisions. If each visit brings in €0.60 and an ad click costs you €0.80, you're losing money before you even subtract the cost of the product.
How to calculate revenue per visit in Shopify
- Go to your store's admin and open Analytics.
- Pick the period: the last full month.
- Note down two figures: Total sales and Sessions.
- Divide sales by sessions.
Two details to keep the numbers clean:
- Total sales includes shipping and taxes. That's fine as long as you always calculate it the same way. What matters is being able to compare one month with another.
- Total sales adds up every channel. If you also take payments in a physical store with Shopify, use only sales from the Online Store channel. Otherwise the result comes out higher than it really is.
How to read it if your store gets little traffic
With few orders, a single large purchase moves the result a lot. So:
- Look at it month by month, not day by day. One good or bad day means nothing.
- Compare it with yourself, not with other stores. The number depends on what you sell and at what price. A furniture store and a sock store aren't comparable. What matters is whether yours goes up.
- Keep in mind where your visits come from. If you run a campaign one month that brings in lots of people with little interest, the number drops even though the store hasn't changed.
How to increase revenue per visit
There are only two ways for it to go up.
More of the people who visit end up buying. For example:
- Showing shipping costs before the last step of checkout.
- Photos and descriptions that answer common questions about the product.
- A short, comfortable checkout on mobile.
Each order is bigger. For example:
- Free shipping above a certain amount.
- Suggesting products that go well together.
- Offering bundles.
None of these changes is guaranteed to work in every store. That's why you measure: make a change, wait a month and check whether the number went up.
What this number doesn't tell you
- It says nothing about margin. A big discount can raise revenue per visit and leave you with less money in your pocket. Always look at both.
- It says nothing about returning customers. It measures what happens on each visit, not how much the same person buys from you over time.
It's the best number to start with, not the only one to watch.
Frequently asked questions
What is a good revenue per visit?
There's no figure that works for every store. It depends on what you sell and at what price: a furniture store and a sock store can't be compared. A good revenue per visit is one that goes up month after month in your own store.
Is revenue per visit the same as revenue per session?
Yes. They're two names for the same number, often shortened to RPV. Shopify counts visits as sessions.
How is it different from average order value?
Average order value divides revenue by orders. Revenue per visit divides it by all visits, including people who don't buy. That's why it reflects both how many people buy and how much they spend.
How often should I calculate it?
Once a month, using the full month. Over shorter periods, especially with little traffic, a single large order changes the result a lot.
Where to start
Calculate last month's revenue per visit and write it down. A month from now, calculate it again. That's the number that should have gone up.
If you calculate it and don't know where to start improving it, at SellifyWorks we run heuristic audits of Shopify stores: we review your store and give you a list of specific improvements.