# What is ATC – Add To Cart?

What is ATC – Add To Cart? The action where a visitor adds an item to the cart. Average ATC rate: 8-10% of product page visits.

## How it works in practice

ATC is a 'vote.' An ATC below 5% signals a product page problem. High ATC with low CR signals a checkout problem.

## Related metrics

- Cart Abandonment — what happens after ATC without a purchase
- CR — ATC rate × checkout CR = final CR
- Product Page CRO — improving ATC starts with the product page
- Wishlist — an alternative to ATC

## 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?

## Real-world 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%.

## Where to start

Measure ATC by product and by source. Products with low ATC are candidates for product page improvements.

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Category: Analytics · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/atc-add-to-cart