9min read

Revenue Per Visitor: Definition, Formula & Best Practices

Revenue Per Visitor, or RPV, is a highly effective way to measure how your online sales are performing. With so many metrics available to businesses, it is one of the most comprehensive available, covering the myriad of blind spots that are inherent in many other data metrics.

What Is Revenue Per Visitor?

Revenue Per Visitor is a way to accurately assess average revenue per visitor to your website.

The calculation is made by dividing the total income by the number of visitors during a specific time period. For example, if your income for January to March is $20,000, during which time you attracted 5,000 visitors, then your RPV would be $4.

RPV works differently from Conversion Rate (CVR), although it is a similar metric using some of the same data. As we will see, CVR is not as accurate as RPV, and can lead a business down something of a blind alley and affect both website design and marketing campaigns.

Why Use Unique Visitors?

Revenue Per Visitor does not use the total number of visitors to your site in its calculations. Instead, it counts only unique visitors, with each individual counting as just one visitor. In other words, visitors, not visits. This is because almost all first-time visitors to a site, more than 99%, will not make a purchase. Typically they might want to compare prices or offers on another site, or perhaps they want to mull things over before making a purchase, particularly if it’s an expensive one.

This can skew the results considerably and provide falsely negative data on how much a company will earn per visitor. On the other hand, if you are gaining a lot of recurring buyers, you may wish to document this trend and use total buyers instead. This might depend on what it is you are selling, as well as whether you want to track individual habits as well as revenue.

Why Use Revenue Per Visitor?

RPV is a much more thorough and insightful metric for those who wish to measure online sales than Conversion Rate (CVR).

In fact, many of the metrics used in e-commerce have enormous blind spots that can lead you to make poor decisions made with accurate, but incomplete, data.

Put simply, conversion rate tracks the percentage of visitors to your site that makes a purchase. If the product or products you are selling are of one price, this would paint a complete picture of how your business is performing. Most e-commerce platforms, however, are selling products of different value. For example, a conversion rate of 3% for a fidget spinner worth $2 is very poor, but for a sofa worth $1,000 it is highly desirable. So what is needed is a metric that takes into account AOV – Average Order Value.

The average order value is the average revenue made per visitor. The aforementioned fidget spinner has an AOV of just 6p, but the sofa has an AOV of $30. So why not use this metric to calculate how much a business earns per visitor? Well just because conversion rate comes with an inherent blind spot, doesn’t mean it’s a metric without merit. If the only data you have is AOV, how are you to know if your website is performing to its full potential? Also, a low conversion rate directly affects your website’s ranking. The lower the ranking, the less likely customers are going to find it in the first place. The answer? Combine both metrics. This is how RPV came into being.

How To Improve Revenue Per Visitor

There are many methods and ideas that help improve a business’s average revenue per customer, but each tip should not automatically be considered a one size fits all deal. In fact, a lower RPV is not always a sign of a poorly performing website. For example, high traffic that garners low sales, and therefore a low RPV, can lead to higher sales over an extended period of time. It is therefore often good practice to keep every metric in proportion to other data.

Having said that, there is a little doubt about the power and insight that revenue per visitor can provide. These include:

  • Upselling
  • Recommendations
  • Reward programs
  • Basket reminders
  • live chat
  • Optimization


A tried and tested method of commerce since humans began trading, upselling is the method of suggesting upgrades or add-ons to the original purchase. For example, a tech salesperson might suggest that spending an extra $50 would result in a faster processor, meaning the laptop will avoid becoming obsolete in the near future. Or perhaps the next model up, which is only $70 more, has a free upgrade for the latest operating system.

Upselling is a balance, one where it is important to make the customer feel as if they are getting something of worth, or perhaps that it would be foolish not to when spending that little bit more. According to a study from Predictive Intent, upselling increases sales by over 4% for e-commerce businesses, and is twenty times more likely to be effective than non-complimentary recommendations.


Despite what was said in the previous paragraph, recommendations can be a highly effective way to increase revenue. By simply suggesting other items, there is little doubt that basket totals increase. By how much will depend on the effectiveness of the recommendation engine. This can be tricky for small businesses with little or no data on their customers, the more information you have, the better recommendations work, but some common sense can work wonders here.

For example, complimentary suggestions, those related to the purchase, will likely result in higher purchase totals. If someone buys a laptop, suggesting a wireless mouse or external hard drive will likely be yield better results than stereo equipment.

Reward programs

It is hard enough finding customers in the first place, when you have their attention, creating an experience and incentives for them to return is essential. Reward programs are perfectly designed to achieve this.

Much like supermarket reward points, these systems encourage customers to return to an e-commerce website, rather than a rival business, by making it worthwhile for them to do so. Reward points are just one method of encouraging loyalty, however. Exclusive offers for returning customers have proven to be highly effective when implemented in the right way. This can be particularly useful during the Christmas period when businesses are most likely to encounter new customers.

Basket Reminders

Revenue per visit can be greatly reduced by those abandoning their purchase halfway through the process. Some estimates have the rate of abandonment at almost 70%. There are many reasons why this might happen, and some, such as the process taking too long, can be dealt with by redesigning parts of the website. Whatever the reason, it is possible to turn some of those near misses into hits.

Simple apps and email campaigns can target those easily distracted customers into big spenders, and such solutions are highly cost-effective. What’s more, setting up such apps and campaigns take the minimum of effort and can lead to loyal customers that make regular purchases.

Live Chat

Depending on the size of a business, setting up a live chat feature can increase revenue in some surprising ways. Firstly, customers are more trustful of a website that has an easy to use customer service platform, and live chat is the most convenient online source.

Secondly, particularly if it’s a major purchase, many customers seek reassurance or extra information about a product. Such reassurance not only makes it more likely a sale will occur, but that returns and unsatisfactory experiences can be greatly reduced.

There is also the opportunity for additional revenue from upselling or special offers to be presented to the customer, one to one. Don’t forget as well to A/B test your live chat solution. You may be surprised!


Website optimization is key to best practices in e-commerce and is the most thorough and data-driven aspect of understanding how well a website is performing. This might include heat maps, where businesses can see which part of a page’s content has been engaged with most or testing different versions of a website to ascertain which setups work best. This is known as A/B testing.

Optimization provides data beyond simple metrics and allows a business to make sense of the data at a much more profound level, putting into context what might otherwise be cold, hard numbers that lack context.

Calculating Year Over Year Revenue

Site revenue is pretty straightforward to calculate over the course of a single year. For example, in 2014 Business A’s revenue was $200, in 2015 it was $250. Subtract the $200 from the $250, leaving $50. Then divide the increased total by the original figure from 2014 (50 divided by 200), equalling 0.25. Lastly multiply that by 100, giving you the figure of 25% growth.

For year on year calculations you will need to use Excel, so as you might imagine, it isn’t so straightforward. This method works for any growth calculation beyond one year.

Year Revenue
2014 $200
2015 $250
2016  $350

To calculate overall growth, from 2014 to 2016, simply use the formula above, but the calculating year on year requires three steps. First using the year ending figures for 2016, divide it by the yearly figures for 2014 (350 divided by 200 = 1.75).

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21min read

Examples of the Best Landing Page Designs in 2019

If you run a website, then you know how difficult it can be to convince a visitor to stay on your page and even more to convince them to buy! Your landing page’s design plays an important role.

How to choose your landing page’s design?

Designed to convert your visitors into leads or customers, landing pages focus visitors’ attention on your value proposition in order to get them to perform an action that you have previously determined: purchasing a product, filling out a form or participating in a free trial.

But with all the offers available and all the competitors that exist on the market, it can be hard to stand out from the crowd. For this, you must create a striking, persuasive landing page adapted specifically to your business.

Because we know it can be difficult to find inspiration before sitting down to design your future landing page, we have selected for you ten modern and efficient landing pages that convert in 2018.

If you have questions about landing pages and would like to learn more before you get started, check out our articles on landing pages with best practices and concrete examples.

These examples are taken from real sites; see for yourself! Of course, none of these landing pages is perfect: perfection does not exist, and it is up to you to adapt your design to your customers’ requirements. We also recommend you A/B test your landing pages.

10 examples of the best landing page design


LeadQuizzes is a company specialized in selling “quizzes” designed to capture “leads”. We immediately notice the (very well designed) explanatory video of the service that answers basic questions such as:

  • What is it for?
  • Is it relevant to me?
  • What does it offer me?

Secondly, the orange call-to-action stands out from the rest of the page and very clearly invites you to click: “Try it Free” reassures us that we will not pay immediately and that there is a free trial. Find out more about the optimization of calls to action.

The social proof is obvious and well developed: the references are well-known market players, and the text indicates that more than 3 million leads have been generated via LeadQuizzes: it makes you want it!

Design Landing Page Lead Quizzes

Design Landing Page Social Proof

The rest of the landing page does not disappoint either: it is built around educating the visitor of the product’s usefulness. The goal: use a (big) page to convince visitors that LeadQuizzes’s service is powerful and used by the big players in digital technologies.

Design Landing Page Lead Quizzes Social Proof

Social proof is strongly highlighted on the LeadQuizzes landing page. It answers concrete and tangible questions that concern potential buyers:

  • How many more sales will I make?
  • How many new prospects can I capture?


GrowthHackers is a company that markets software to increase marketing teams’ productivity and coordinates business development actions and new ideas from innovative teams.

Similar to LeadQuizzes, the orange call-to-action stands out nicely from the rest of the page’s colors and invites action. We are also invited to a “free trial” to reassure a large number of visitors who would not be willing to pay until they have been convinced of the service’s usefulness.

Landing Page Design Growth Hackers

The landing page continues with navigation in the form of a drop-down menu that answers the main questions asked by potential GrowthHackers Project users.

  • “Why should I use the service? “
  • “Why do managers love the software? “
  • “Who is this service for? “

We also notice that a “chat” bubble is there to ask questions: a useful feature when we are undecided or have questions.

Landing Page Design Growth Hackers

As for social proof, it is highlighted in two ways:

  • We see that a “community” exists around the service.
  • We see that many people use the service and are active in the community.

One could criticize, however, that the numbers may not be visible enough.

Landing Page Design Growth Hackers


ElegantThemes is a company specializing in selling WordPress templates or “themes” and also markets a “builder” called Divi, which allows users to create pages in WordPress visually. On this topic, see our examples of landing page templates for WordPress.

We immediately see the social proof: it is the first element put forward that reassures the visitor about the service’s popularity: more than 400,000 users according to the site.

Landing Page Design Elegant Themes

We then notice that the value proposition is twofold and that two separate call-to-actions were created for the occasion: one to discover the ready-made templates and another to discover the brand’s plugins.

Another interesting element: on the lower right side a conversation bubble appears, ready to answer questions that a visitor might ask.

The chat module is especially interesting since it also allows the user to send attachments, emojis, and GIFs which can only enhance the richness of the interaction.

Design Landing Page Divi Builder

While browsing the landing page, visitors are offered the opportunity to try a “live” demonstration of the Divi Builder. This is a significant and compelling value proposition as users can discover the product directly without paying or even registering.

Example Landing Page Design

Further down on the landing page, the social proof is reiterated, and the paragraph contains an element intended to reassure potential buyers: a 30-day refund.

Additionally, the red-pink call-to-action contrasts with the blue background of the page, reinforcing our curiosity: we are visually attracted to the button placed in the center of the page.


Shopify is a CMS that allows you to quickly and easily create e-commerce sites without programming knowledge. They stand out with their numerous resources available to users (guides, videos, podcasts, forums) as well as additional services that complement their core business: a store of ready-to-use “themes”, a library of free photos, etc.

Design Landing Page Shopify Hero Image

On the landing page, the value proposition is immediately put forward: “the e-commerce platform made for you”. The idea is therefore to address a large, often independent audience as evidenced by the photo illustration.

The special feature of this landing page is that the call-to-action contains a field for an e-mail address. This field is required to access the 14-day free trial offered just below that specifies that no credit card is required for the test: it is a major argument.

Design Landing Page Shopify Value Proposition

Design Landing Page Shopify Value Proposition

The rest of the landing page focuses on the features of the Shopify service.

With unique illustrations and short paragraphs, the company presents Shopify’s features and benefits to convince visitors to take advantage of the free trial or purchase a monthly subscription.

A major argument in the CMS sector, the widespread use of the service is highlighted with two elements:

  • The graphical representation of the number of users and the income generated
  • Testimonials from real customers whose sites are online.

Design Landing Page Shopify Social Proof

The idea is to create a feeling of mimicry in the minds of visitors: “If 1,000,000 people use Shopify to create real shops without programming, so can I”.


Salesforce needs no introduction. The king of “CRM” (Customer Relationship Management), the American company has several particularly well-developed landing pages that are worth a look.

Design Landing Page Salesforce

The first thing that jumps out is the illustrations and colors. An overview of solutions on Computer-Tablet-Mobile is presented on a background that inspires calm and serenity.

We also note that two calls to action are present on the upper left part above the fold: one for a demonstration and a second for a free trial.

Salesforce also offers a solution for large companies whose call to action is placed to the right of the free trial: great for capturing potential leads from large companies.

Subscription Form Design Landing Page Salesforce

When a visitor clicks on a call-to-action, they go from the home page to a landing page created specifically to convince as many people as possible to sign up for the free trial.

Among the elements that stand out, we can see:

  • The reminder of value proposition, “30-day free trial”
  • A telephone support hotline
  • The statement “no download, no software” in capital letters
  • Social proof by including logos of well-known references
  • Easy sign-up with Google+, Facebook, and LinkedIn

Neil Patel

Neil Patel is a digital marketing consultant with a big reputation in the United States and around the world. His site receives several million hits a month thanks to an accessible content strategy and a variety resources created for visitors: blog articles, YouTube videos, practical guides, etc.

Neil Patel Design Landing Page

What strikes us first on Neil Patel’s site is its uninhibited and straightforward approach to the issue.

The color theme is extremely simple and plays on the contrast between the orange background and the white text. The idea: ask visitors a direct, simple and short question to build engagement to a maximum.

We also notice that the landing page offers a field (above the fold) designed to perform a live analysis of your site: it is a show of force that leads the visitor to discover by him or herself what could be improved on their own site.

Design Landing Page Benefits Neil Patel

The particularity of Neil Patel’s site is that almost all pages are designed as landing pages each with one goal: to convert a maximum number of visitors.

The “Services” page, for example, (shown above) shows a long set of text that acts as a proof of authority for visitors. It explains what Neil can do for you, but also what he has done (see below) and the clients he has worked for.

Design Landing Page Proof Neil Patel

The approach is always very direct and focused on results and benefits.

Neil’s idea is to prove by A + B that he has the skills to help you improve your SEO.

Neil Patel Call to Action Design Landing Page

On the same “Services” page, the call to action comes at the end (and one can wonder, is it a good idea?). It is structured in several stages that invite visitors to enter their information in order to be contacted later.


UpWork is a world-renowned freelance platform. It allows companies to find skilled labor quickly for various assignments and allows the self-employed to register on the platform to offer their services.

Design Landing Page Upwork

On the homepage, we can see from the outset that the graphical design is clear and that it is the “professional” aspect that is highlighted. Interestingly, the chosen tagline is not for freelancers but for companies.

The tone is direct, effective, and clear; we immediately understand the value proposition: to subcontract work efficiently.

The call to action is placed on the left side above the fold. Its green color sets it apart from the rest of the landing page and consists of a search bar used to indicate the type of work that visitors want to outsource. If we pay attention to details, we can see that the background is actually a customer testimonial and we can watch the story: it has a lot of impact!

Design Landing Page Upwork

The rest of the landing page is classic: it details the various services offered by freelancers and shows the paid offers for users.


CodeCombat is an interesting example. It is an educational game that allows children (and adults) to learn to program using a video game. The concept is simple: you program to progress in the game.

Code Combat Landing Page

The first interesting point of CodeCombat’s landing page is that the audience is twofold: it targets both teachers (who wish to use it in class) and children (who discover it by themselves or through by word of mouth).

The landing page’s focus is therefore on teaching and the program’s ease of use. Thus, we can see two calls to action: one for teachers and one for children/players.

Design Landing Page Code Combat

The rest of the landing page presents the benefits of using CodeCombat as well as screenshots to make the service “tangible”.

Testimonial Design Landing Page Code Combat

In a fairly traditional way, the rest reiterates the service’s strengths and includes a customer testimonial adapted to the target: that of a school principal.


Plated is a company specializing in delivering recipe ingredients: you select inspirations for recipes, and the company delivers all the ingredients needed to make the dish.

Plated Landing Page

The first thing that strikes us about the Plated landing page is the graphic design; the colors are studied, and the company has a real visual identity. The photos of dishes stand out well, and the illustrations are well chosen.

Words are chosen carefully and are well suited to a target of “food lovers”: we would get hungry just looking at the site!

The call-to-action is clear, well placed above the fold; its green color clearly distinguishes it from the rest of the page.

Call to Action Landing Page Plated

The Plated landing page is long: you have to scroll for a long time to reach the end. However, each paragraph of the home page is thought of as an argument or a benefit in order to convince:

  • Save time
  • Large range of choice
  • No more shopping
  • Quality products
  • Save money

Design Landing Page Plated

We can also see a particularly attractive instant discount coupon in the header and whose color stands out.

By offering 50% off the first order, Plated encourages the undecided to take action by decreasing the financial commitment.

Social proof is highlighted at the end of the landing page. Although it could have been placed higher, it remains visible and relevant.

Live Chat Landing Page Plated

Plated offers chat support, something we find more and more on landing pages.

By offering this service, the idea is to make up for the lack of human interactions that one would find in stores and to provide help to undecided visitors.

Plated’s strengths are highlighted successfully using simple, soothing images that convey simplicity and serenity to show that Plated makes your life easier.


MailChimp is an extremely popular automated marketing and emailing company. Their services are used by many to create e-mail, marketing and newsletter campaigns for e-commerce sites.

Design Landing Page Mailchimp

As direct as Neil Patel, this landing page is extremely clear and straightforward: it addresses visitors in a frank manner while remaining vague: “Build your brand, Sell more stuff.”.

This allows MailChimp to address visitors globally by avoiding excluding too many users from the outset.

The value proposition is as simple as possible: build your brand, sell more.

This straightforward and uninhibited approach is prevalent in Software as a Service (SaaS) solutions: the goal is to speak directly to business leaders of all sizes and get straight to the point.

Note that the call to action is very visible: it is located in the central position above the fold and offers a free trial (another one?!).

Call to Action Landing Page Mailchimp

As on Plated, the rest of the landing page details the benefits of using the service. This allows visitors to quickly “visualize” the service’s added value and get a clear idea of the following question: “Is this service for me?”.

By building a long landing page, you allow your visitors to “scroll” as much as they want: this allows them to answer as many questions as possible while acting as a commercial brochure to highlight your added value.

Design Landing Page Mailchimp

By using screenshots, MailChimp allows visitors to project themselves more easily. The idea is to help visitors better understand the service by viewing a sample. This technique can be adapted to video or even in the form of a live demonstration as ElegantThemes does.

We note that the free trial’s call-to-action is always accessible, wherever you are on the page, here at the top right.

Register Form Mailchimp

Once in the conversion funnel, visitors land on the form page needed to activate the free trial. In order to maximize conversions, the MailChimp registration form is intentionally:

  • Short
  • Clear
  • Specific

By limiting the number of fields to three, MailChimp allows hesitant visitors to take the plunge more easily. The commitment requested is kept to a minimum: an e-mail, a username, and a password.

If it were to be improved, we could consider adding quick signup via Facebook or Google that would encourage even more conversions.

Did you like this article? If you are inspired and want to take the plunge, read our article dedicated to Bootstrap landing page templates. It’s the perfect asset for a successful landing page.