Category: KPIs Library.

To run any e-commerce business, you should know how important it is to convert your website visitors into customers. But before they can buy anything from you, they need to add your products to their shopping carts. This is where you need to use Add to Cart KPI to measure and track the process and understanding and optimizing such key performance indicators (KPIs) is crucial for success. This metric not only sheds light on buyer behavior but also acts as a critical measure of your store’s appeal and effectiveness. Join us in this blog as we unveil the secret behind this crucial metric and how it can catapult your online store to stellar success!


“Our point of view is we will sell more if we help people make purchasing decisions.”

Jeff Bezos

What is the Add to Cart Rate?

Add-to-cart rate is the percentage of website visitors who add at least one product to their shopping carts. It measures the initial interest and intent of your potential customers, as well as the effectiveness of your product pages, pricing, and user experience. To calculate your add-to-cart rate, you need to divide the number of sessions with at least one add-to-cart action by the total number of sessions on your website.

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Formula to Calculate Add to Cart Rate

Here is the formula to calculate your Add-to Cart rate:


For example, if your online store receives 1,000 visits in a day and records 200 add-to-cart actions, your Add-to-Cart Rate would be = 200/ 1000×100=20%

Why is it Important?

Measuring the Add to Cart Rate as a KPI is crucial in the e-commerce domain for several compelling reasons, here are the most important ones:

  • Indicator of Product Appeal and Pricing Strategy: A higher rate often suggests that your products are appealing, and your pricing strategy aligns with customer expectations.
  • Insight into User Experience: It reflects how user-friendly and persuasive your website is, from navigation to product descriptions and visuals.
  • Sales Conversion Precursor: While not every addition to a cart results in a sale, a high ‘Add to Cart Rate’ can be a precursor to increased sales conversions.

Strategies to Improve the Add-to-Cart Rate

Enhancing this rate is crucial for online retailers seeking to convert casual browsers into committed buyers. In this discussion, we delve into strategic approaches designed to elevate your Add-to-Cart Rate. From refining product presentation to streamlining the user experience, these strategies aim to captivate your audience, foster trust, and ultimately, drive up your sales figures. Whether you’re a burgeoning startup or an established online store, understanding and implementing these tactics can significantly impact your e-commerce success.

Optimize Product Pages

Example: A fashion retailer uses high-quality images and engaging product descriptions, resulting in a 30% increase in their Add-to-Cart Rate.
Action: Enhance your product pages with clear, high-resolution images and detailed descriptions.

Streamline the Shopping Experience

Example: An electronics e-commerce site restructured its website layout, leading to a 25% improvement in its Add-to-Cart Rate.
Action: Ensure your website is user-friendly with intuitive navigation and quick load times.

Competitive Pricing Strategy

Example: By implementing a dynamic pricing strategy, a book retailer saw a 15% rise in their Add-to-Cart Rate.
Action: Regularly analyze market prices and adjust your pricing strategies accordingly.

Implementing Trust Signals

Example: An online jewelry store added customer reviews and secure payment badges, boosting their Add-to-Cart Rate by 20%.
Action: Display customer reviews, ratings, and security badges prominently.

Effective Use of CTAs

Example: A gourmet food store changed its CTA button from ‘Learn More’ to ‘Add to Cart,’ resulting in a 10% increase in their rate.
Action: Use clear and compelling call-to-action buttons.

Mobile Optimization

Example: After optimizing for mobile users, a home decor site observed a 35% increase in their mobile Add-to-Cart Rate.
Action: Ensure your website is fully optimized for mobile devices.

Using OKRs to Measure Add-to-Cart Rate KPI

Creating OKRs around the “Power of Add-to-Cart Rate KPI” involves setting specific, measurable goals (Objectives) and defining the outcomes or steps needed to achieve them (Key Results). Here is an example for you to understand it better:

Objective: Leverage the Add to Cart Rate KPI to drive e-commerce growth

Key Result 1: Increase Add to Cart Rate from 5% to 10%


  • Revamp product descriptions and images to enhance appeal and clarity.
  • Implement A/B testing on product pages to determine the most effective layout and Call-to-Action (CTA) placements.
  • Introduce live chat support on product pages to assist customers in real time, addressing queries and concerns.

Key Result 2: Grow the number of repeat Add to Cart actions from 15% to 30% of Returning Visitors


  • Develop a personalized recommendation system based on customer browsing and purchase history.
  • Send targeted email campaigns to returning visitors featuring products similar to their past views or purchases.
  • Implement a loyalty program that rewards returning customers with discounts or exclusive offers.

Key Result 3: Reduce Cart Abandonment Rate from 70% to 50%


  • Streamline the checkout process to minimize steps and optimize for speed.
  • Offer multiple payment options, including popular digital wallets, to cater to diverse customer preferences.
  • Implement exit-intent pop-ups offering special discounts or reminding customers of their cart items.

Final Thoughts

Improving your Add-to-Cart Rate is an ongoing process that requires attention to detail, an understanding of customer behavior, and continuous optimization. By implementing these strategies and integrating ecommerce OKRs, you can create a more engaging and efficient shopping experience that not only attracts customers but also persuades them to take that all-important step of adding products to their cart. Remember, the key to e-commerce success lies in constantly evolving with the market and the needs of your customers. Start making these changes today and watch as your Add-to-Cart Rate, and subsequently, your sales, soar to new heights!

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