Add-to-cart (ATC) rate is a great indicator of your ability to turn visitors into buyers. When people click the Add To Cart (aka 'Add To Basket') button they are showing real intent to purchase.
Tip: Learn how to increase your Add to Cart rate
There are lots of different things that influence this metric, from user experience factors to product selection, pricing, and merchandising.
What is a good Add To Cart rate?
As ever there tends to be quite a lot of variation from sector to sector. Some ecommerce stores might be more prone to window shopping, whereas others are geared up for impulse purchases.
For example, home furnishings sites have an average add-to-cart rate of less than 3%, whereas beauty sites achieve almost 7%.
The average for ecommerce in general hovers around the 4% mark, so if your site is wildly below that number then this is an area worth spending some time on. After all, increasing add-to-cart rate is almost certain to increase sales.
I've analysed data from Littledata's ecommerce benchmarks, which tracks more than 12,000 ecommerce sites. The infographic below highlights Add To Cart performance data for a number of sectors.
How does your site compare?
Are you on track to beat the benchmark this year?
If you don't see your sector listed above – or even if you do – try Littledata free for 30 days for full access to ecommerce benchmarking data in over 150 sectors.