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RPV (or ARPU)
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Revenue per visitor (RPV) / Average revenue per user (ARPU): A key metric in CRO (Conversion Rate Optimization), used to measure the average revenue generated per visitor (RPV) or per user (ARPU) over a given period. It can be used to evaluate the effectiveness of monetization strategies and identify optimization levers.
InA/B testing, it is particularly useful for comparing the incremental value generated by a new experience or alternative path, independently of fluctuations in overall sales.
Even in the event of a drop in total revenues (e.g. due to seasonality or market context), this metric makes it possible to isolate and quantify the real impact of a tested variation, and to inform strategic decisions on the basis of comparative performance.
Similar definitions
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