ATC – Add To Cart
The action where a visitor adds an item to the cart. Average ATC rate: 8-10% of product page visits.
In practice
ATC is a 'vote.' An ATC below 5% signals a product page problem. High ATC with low CR signals a checkout problem.
Common misconception
'High ATC = success.' 15% ATC with 95% abandonment is a serious checkout problem.
How to fix it
Low ATC? (1) is the price clearly visible? (2) are there 5+ images, including context shots? (3) is 'in stock' clear? (4) are there 10+ reviews?
Example
A gardening store: ATC was 4.2%. Adding a stock counter, a review next to the button, and 360° images raised ATC to 9.8%.
Priority
Measure ATC by product and by source. Products with low ATC are candidates for product page improvements.
Related terms
Keep learning. Metrics that touch the same area:
- Cart AbandonmentAnalyticsA customer added an item to the cart but didn't complete the purchase. Average: 70-75%. One of the biggest opportunities.
- WishlistCustomer ExperienceA feature that lets customers save products for future purchase. Helps generate leads, enables targeted marketing ('the item you wanted is back in stock'), and reduces purchase-time friction.
- ConversionAnalyticsA desired action a visitor takes — a purchase, sign-up, form submission. The basis for measuring marketing success.
- Conversion Rate (CR)AnalyticsThe percentage of visitors who completed a desired action. Average: 1-4% for purchases, depending on category.
- Open RateAnalyticsThe percentage of recipients who opened the email. Average: 20-25% in eCommerce.
- Click RateAnalyticsThe percentage of recipients who clicked a link. Average: 2-3%. A CTOR (click-to-open rate) of 10-15% is a good target.
Jimmy tracks your ATC – Add To Cart, automatically
WhatsApp alerts when something important changes. No dashboards, no hassle.