Table of Contents
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| Measure | Meaning | Why it matters |
|---|---|---|
| Revenue | Total from orders attributed to each variant | The business result |
| Average order value | Revenue ÷ orders | A variant can sell less often but bigger baskets |
| Revenue per visitor | Revenue ÷ visitors who entered | Balances conversion and order value |
Steps #
- Add a Revenue goal (any revenue, or a product) on the Goals step.
- Run the test until orders accumulate.
- Compare variants on revenue per visitor.
Example #
| Variant | Visitors | Orders | Conversion | AOV | Revenue / visitor |
|---|---|---|---|---|---|
| Control | 1,000 | 30 | 3.0% | 60 € | 1.80 € |
| Variant B (free shipping over 50 €) | 1,000 | 27 | 2.7% | 78 € | 2.11 € |
Variant B converts less but earns 17% more per visitor: with revenue as goal, it wins. Judging on conversion alone would have picked the wrong variant.
Good to know #
- Orders are attributed to the variant the visitor saw before buying.
- Refunds are not subtracted: check big orders if results look odd.
- Revenue needs more visitors than conversion to become significant – plan longer tests.
Expected result #
You choose the variant that makes the most money, not only the most clicks.
FAQ #
Why use revenue per visitor? #
It combines how often people buy and how much they spend.
