What is an Add-to-Cart (ATC) Button?
The add-to-cart (ATC) button is a key feature in eCommerce stores that allows customers to select items for purchase without immediately checking out. It functions like the digital version of a shopping basket, giving users the option to gather multiple products before proceeding to payment. ATC buttons are typically found on individual product pages or product listing pages. Unlike a “buy now” button, which leads straight to checkout, the ATC button allows customers to continue browsing, resulting in a smoother and more flexible shopping experience. For businesses, this can increase average order value and improve the overall conversion rate by reducing friction in the purchase journey.
How do you calculate add-to-cart (ATC) conversion rate?
Your ATC conversion rate measures how many website visitors add at least one item to their basket. It is an important metric for understanding customer engagement and intent to buy. To calculate your ATC conversion rate:
Divide the number of sessions where a product was added to the cart by the total number of sessions on your site, then multiply by 100 to get a percentage.
For example:
If 200 out of 5,000 sessions result in a product being added to the cart, your ATC conversion rate is 4%.
There is no universal benchmark, as rates vary by industry. What matters most is establishing a baseline for your business and watching for changes or patterns over time.
How can you optimise your add-to-cart (ATC) conversion rate?
To boost your ATC rate, focus on user experience and convenience:
By making it easier and more enjoyable for customers to interact with your store, you increase the likelihood that they will continue adding items, complete their purchase and return again in future.
