Bring everything back to the visitor
Revenue per visitor combines conversion and average order value. Taking out each variable cost shows what one more visitor is really worth.
PRICE TEST
Raising your prices: how much would a price increase earn you?
Six figures you already have, and you get your profit per visitor. Then what a price increase would earn you, and the share of sales you can lose without losing money.
How to read this calculation
A price test is read in profit
When your price goes up, your margin rises much faster than your revenue: product cost and fulfillment don’t move. A slight drop in conversion can lower revenue per visitor while profit climbs. Cutting the test at that point means stopping a winner.
What else to look at
Read new and returning customers separately. For a subscription product, also track repurchase, unless your refills are priced below the starting offer.
Method: revenue per visitor = conversion rate × AOV. Profit per visitor = revenue − refunds − product cost (on kept orders) − fulfillment − payment fees. Returned products are assumed to go back on sale. Neither ad spend nor fixed costs are deducted. Price increase: product cost and fulfillment stay the same, payment fees follow the price. Sales you can lose = 1 − current margin per order ÷ margin per order after the increase.
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