It is a critical metric to track because it indicates how well the website is performing in terms of converting visitors into potential customers. It provides valuable insights into the effectiveness of your product pages, pricing, and overall user experience. It is a crucial gauge of your site’s ability to captivate visitors, transforming them into potential buyers.
By scrutinizing this metric, you can derive meaningful information about your customer’s journey, allowing you to fine-tune product presentation, optimize pricing strategies, and enhance the overall user experience. Consequently, this can help create a more engaging and user-friendly eCommerce environment that motivates visitors to move from casual browsing to taking decisive purchasing actions.
A high ACR signifies that your website is appealing to your target audience and that your products are relevant to their needs. It also means that visitors are engaged and interested in buying from your store, which translates into higher chances of conversion and revenue.
Add to Cart Rate formula = (Number of Add-to-Cart Events / Total Number of Website Sessions) x 100
For example, let’s say a website had 500 add-to-cart events in a given period, and there were a total of 10,000 website sessions during that same period. Applying the Add to Cart Rate formula, we would have:
Add to Cart Rate = (500 / 10,000) x 100
Add to Cart Rate = 5%
In this example, the Add to Cart Rate would be 5%. This indicates that, on average, 5% of website visitors added items to their shopping carts during their sessions. Businesses can use this metric to evaluate the effectiveness of their product offerings, website design, and marketing strategies, and make data-driven decisions to optimize their add-to-cart process and increase conversion rates.
Here are some ways to improve this KPI:
It varies across industries and businesses. According to a recent study, the add-to-cart rate benchmark for eCommerce is around 11%. However, it’s essential to set a benchmark for your specific industry and track your progress against it. An earlier study shows approx 7% world average across industries and devices.
Varies by industry, but a number over 10% is generally considered good. It also may vary depending on the device used and the country (surprisingly, Great Britain leads with over 15% avg. for mobile phones and tablets).
You need to include product pages for mobile device optimization, simplify the checkout process, improve website speed, use high-quality product images, offer product reviews, and use urgency techniques.
Varies by industry, but a number between 60% to 80% is generally considered good. If the index is under 30%, you need to promptly consider optimization tools.
