Compare Revenue Per Visitor Across A/B Test Variants
Enter the visitors and total revenue for your control and variant, and this tool instantly computes revenue per visitor (RPV), the uplift, and projected gain at scale — the metric that matters when conversion rate and order value move in opposite directions.
Control (A)
Variant (B)
How this RPV calculator works
Revenue per visitor collapses two levers — how often people buy and how much they spend — into a single number you can compare directly. The core formula is simple:
The tool computes RPV separately for your control and variant, then expresses the difference as a relative uplift:
Why use RPV instead of conversion rate? Because a variant can lower conversion rate yet still win on money. Suppose a variant pushes a premium upsell: fewer people convert, but average order value (AOV = revenue ÷ orders) climbs enough that each visitor is worth more. Conversion-rate tests miss that entirely; RPV captures it. The reverse trap is just as common — a "winning" conversion lift that quietly shrinks basket size and loses revenue.
The calculator also decomposes the result. It shows AOV for each arm so you can see why RPV moved — whether the gain came from more orders or bigger orders — using the identity RPV = Conversion Rate × AOV. Finally it projects the per-visitor difference onto a fixed traffic block (extra dollars per 10,000 visitors) so the abstract percentage becomes a concrete revenue figure you can take to a planning meeting.
One caution: RPV is a high-variance metric because a handful of large orders can swing the mean. Treat the uplift here as a point estimate of business impact, not proof of significance. Confirm the result holds with a proper significance test on adequate sample size before you ship the variant to all traffic.