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How to improve add to cart conversion rate on product page

5 easy steps that you can take today in order to improve your e-commerce company’s add to cart conversion rate.

Published on Jan 01, 2022

add to cart conversion rate

What are the best practices for increasing your add-to-cart conversion rate? Believe it or not, even small tweaks to your product page can result in increased sales.  Add to cart conversion rate is a key indicator of your ability to monetize the website appropriately. But are you doing everything possible for an optimized ATC?

When people visit your Shopify store, the goal is to make it as easy as possible for them to make a purchase. This often starts with having an effective add to cart process on the product page. When visitors add items to their cart, they show high level buying intent. It’s one of the crucial steps in your purchase process, and you should optimize it as much as possible.

What factors affect the add-to-cart rate? What can you do to improve it? Let’s explore why this is a valuable eCommerce metric.

Importance of ATC Conversion Rate

If you run or operate a business, it’s important to track your ATC conversion rate. Ecommerce sites are all about data, and one of the most important metrics to monitor is the ATC rate. 

This metric measures how many of your website visitors turn into customers. You can identify areas to make changes and improve your marketing efforts by understanding your conversion rate. Improving your ATC conversion rate can help you grow your business and increase profits.

Marketing campaigns that are poorly targeted often result in a decline in customer attention. This can be caused by targeting the wrong visitors, such as those not interested before. But now they may take notice because you are advertising heavily on their screen.

If you monitor this key metric closely, you can adjust your ATC rates to improve click-through rates as quickly as possible. 

How to Calculate ATC Rate

The formula to determine your conversion rate is straightforward: you just need the percentage of visitors who add items to their shopping cart.

You can track this via Google Analytics using the enhanced eCommerce plugin. If not, and just want a quick answer without all of those technical details, then head over to your Glowtify dashboard, where it’s easy to do.

Factors that can Affect ATC Rate

The primary driver of the Add-to-Cart Conversion Rate is the Compelling Value Proposition (CVP). If you haven’t considered this before, it may be time to give it some thought.

Secondly is the product page design itself. You want to make sure your copywriting and images are clean and optimized.

The third factor is the Competitive Advantages. Are there any features of your product buyers are likely not aware of? What are you doing to offer unique customer service? Are there any other ways to surprise or delight your customers?

Fourthly, how do your competitors stack up against you in terms of these factors? Do you have a clear competitive advantage?

Last but not least is the pricing strategy. If your product page is not optimized for conversions, the only other factor in improving your Add-to-Cart Conversion Rate is to drop prices.

What you Need to Get a Good ATC Conversion Rate

The first thing you should do is assess your inventory. If you have products that aren’t in stock, then it’s game over. You can never expect those people to click “add cart.” You’ll lose all potential customers this way.

To make sure you stay competitive, look at the specifics of your product offering. 

How are you pricing your products? Are they in line with competitors, or do some research to get an idea of how much more competitively priced it should be?

Tapping into the power of trust can be difficult, but it’s essential for any business or organization. Trust is built through consistency; show people that you’re reliable by always following your promises with actions–and don’t forget about user testing.

Merchandising is the key to boosting your overall eCommerce metrics. Up-selling and cross-selling strategies can help you increase sales, which in turn will improve ATC rates as well!

Some shoppers start the purchase process but never finish. They add items to their cart and immediately remove them without making any purchases or leaving behind a payment method. These people are not engaged enough in your site design for you to suggest anything that may tempt them into taking action (like an upgrade).

The other type of visitor has already started looking at things from different angles: narrowing down options based on price points; checking out shipping costs before committing financially. All this happens during “the lead time” when they land on your page and buy something outright. It will be much more appealing to this person if there is some urgency, such as last-minute deals ending soon.

Impact of User Experience on ATC Rates

Poor user experience on your site can cause prospective shoppers to give up before starting shopping. No one wants to be frustrated. So, if you can’t find what you’re looking for or the prices are too high, there’s no chance they’ll complete your site’s checkout process.

A modern website should have all the features that shoppers want. In today’s market, there is intense competition, so it is essential to make your site accessible and provide intuitive navigation tools and excellent search options.

It’s not just about getting the design right and ensuring that buttons can be clicked. Button optimization is the science behind enticing clicks through good practice and persuasion. Making sure that they can be clicked (especially for mobile users) means optimizing your design again.

The power of words is undeniable. Tiny changes can dramatically impact click rates and all sorts of other metrics. Copywriting is the gentle art of transforming words into something that will entice readers to buy what you are offering.

What to Do to Increase ATC Conversion Rate?

You can go through the above areas when auditing ATC rates. In addition, let’s focus on optimizing the onsite experience since I have some specific suggestions to help you do so. Consider these tips when designing or re-designing them to improve Add to cart conversion rate.

Keep Conversion Elements Above the Fold

It’s clear that the most crucial part of your website is where you can capture people’s attention. This means focusing on things like copy, images, and video above all else when making changes for better conversion rates!

It is no surprise that people are more likely to pay attention and read the information above the fold than below. This upward trend has been consistently seen in eye-tracking studies by the Nielsen Norman group. They found 102% more attention paid to data above the fold than data located at lower depths within a web page or site layout.

The things you want to optimize at the top of your page include a call-to-action button, navigation bar, and basket. You can also add personalized content or merchandising for customers to make them more inclined to buy from you.

Put Risk-reducing Messages Adjacent to CTAs

If you want to make a sale, the customer needs an emotional connection with your product. They have to feel like they need it and can’t live without it in their life- otherwise, why would anyone purchase from YOU?

Eliminate doubt in buyers’ minds; make sure it’s easy enough without having too many steps involved (less daunting); provide some kind of guarantee like free shipping if purchase amounts aren’t quite right off-hand yet.

Copyblogger found that one small variation in the text produced 34% more conversions than a version without any reassurance. This is because people want to know what they’re getting themselves into before clicking on those buttons and committing their time or money, so it’s essential not only for businesses but also for consumers looking at making large purchases like cars!

Optimize your Product Page to Make it Visible

If you have a good product page, there are many ways to optimize the page. It includes using keywords for your title, using catchy title tags, and adding photos of the product on the page. It is also important to include images that are attractive and high-quality. You can also use videos of your products on your page if appropriate.

One way to make sure people see your page is by including related products on the right side of your screen below the fold. You may want to put products that are similar or complementing next to each other so people will visit them too when they visit yours.

Additionally, you can use customer reviews to show potential buyers what other people thought of the product.

Use “Click triggers” and CTA

Although these figures are impressive, only 29% of visitors will follow your CTA and add things to their cart. It means there are still ample opportunities for you as a business owner or marketer! To increase these conversions rate by tenfold (which would be an incredible feat), we recommend providing small nudges in the form of text reminders & images across various parts on your website with solid calls-to-action such as “Add Now.”

A nudge is any small thing that helps you take action. You might give someone a discount during the sale or tell them about how much money they can save by buying now, for example! There are many ways to get people onto your site and increase conversions with these tips from Google. 

To encourage people into their stores, some companies use click triggers that make it easy and trustworthy. Simple things like a guarantee on the product will do wonders for getting customers in your doors.

Design a Spacious and Catchy Button to Touch

The size of your buttons can significantly affect how many people click them, and Fitt’s Law states that bigger is better. It may seem like common sense, but studies done around 20% growth in conversion rates from increased button sizes have been proven time again.

Optimizing for a mobile platform is vital because consumers spend nearly 70% of their time shopping. To keep up with modern trends, the buttons on the screen must fit inside the screen and be easy to read before users can touch them. And customers always love us more when we offer great experiences on every device.

Optimize your Strategy Now

Glowtify is a game-changer for any organization looking to improve its ATC rate. With full access and real-time benchmarks you can use, Glowtify will help measure your progress, in addition to giving insights into how well the team works together as one unit.

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