Core Metric
The Power Trio
These three metrics determine whether a price increases or decreases total profit — no guesswork.
Method
Test & Measure
Use short A/B/n experiments to compare prices and spot the best-performing combination of CVR, AOV, and RPV.
Outcome
Predictable Profit Growth
When you track the right numbers, your winning price becomes obvious — and repeatable.
Your “best price” isn’t the one that converts the most — it’s the one that produces the highest revenue per visitor. To find it, track: CVR, AOV, and RPV. Nothing else matters.
📌 The 3 Metrics That Predict Your Winning Price
1. CVR — Conversion Rate
CVR tells you how many visitors are willing to buy at a given price point. Higher prices often lower CVR — but that’s not necessarily bad if order value compensates.
2. AOV — Average Order Value
AOV reveals how much customers spend each time they buy. Small price differences like .95, .99, or .00 endings meaningfully shift perceived value.
3. RPV — Revenue Per Visitor
RPV is the “truth-teller.” It blends CVR and AOV to show which price produces the highest profit from every visitor.
This is the metric that reveals your true winning price.
🧮 How These Metrics Work Together
Many brands chase conversion rate — but CVR alone can be misleading. A lower CVR with a higher price can still produce far more profit.
AOV adds context: a slightly higher price with stable CVR usually leads to bigger order values.
When combined, your winning price becomes the one where RPV peaks — regardless of CVR or AOV individually.
🚀 Case Study: $45 vs $49 vs $52
A personal care brand tested three price points over seven days: $45.00, $49.00, and $52.00.
- • $45 had the highest conversion rate.
- • $52 had the highest order value but a sharp CVR drop.
- • $49 had a balanced CVR and strong AOV.
The result?
$49 delivered the highest RPV — 18% more profit per visitor than the next best option.
💡 Why Most Stores Use the Wrong Metrics
- ❌ They chase conversion rate only.
- ❌ They don’t measure profit per visitor.
- ❌ They change prices inconsistently or randomly.
The truth is: RPV tells the full story.
It exposes which price customers truly accept — and which one maximizes profit.
The fastest path to pricing confidence is simple:
test multiple prices, track CVR, AOV, and RPV — and let the data reveal the truth.
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