Over the last few weeks we have performed extensive research into both shopping cart abandonment rates, conversion rates and Recently, we have also investigated average order values, and now in order to complete our review of Q1 2015, we have looked at current ‘add to basket rates’
This is when the customer adds goods to their basket but doesn’t necessarily purchase the products and is a metric which should be used in conjunction with basket abandonment rates.
Current add to basket rates
The current add to basket rate is 7.49% which is considerable higher than the 6.33% tracked in Q1 2014. Further analysis, separated the results to show the performance of individual devices:
- Desktop – 8.26% compared to 7.27% in Q1 2014
- Tablet – 7.52% compared to 6.56 in Q1 2014
- Mobile – 5.43% compared to 3.25% in Q1 2014
Interestingly all devices show an increase in the amount of people adding products to the basket, but as we recently found out, conversion rates are lower YOY.
This begs the question – Are people adding products to the basket to compare costs or is it to obtain a discount from basket abandonment software as we have found in another study?
Add to basket rate by platform
To help us evaluate these increases further we then split out the figures by OS platform:
- Android – 5.93% up when compared to 5.83% of Q1 2014
- Chrome OS – 8.60% up from 8.28% in Q1 2014
- Linux – 2.63% down from 7.14% in Q1 2014
- Mac – 10.61% up from 9.77% in Q1 2014
- Windows – 7.35% down from 8.69% in Q1 2014
- iOS – 9.29% up from 8% in Q1 2014
These figures show that the only platforms to show a decrease are Linux and Windows. This could be due to the particular OS not being compatible or a reduction in the number of people using these platforms, which would obviously have a knock on effect on these figures.
As with all of the figures we have analysed over the last few weeks, when viewed separately, the data offers very little insight. However, when the figures are combined and integrated into your own website, a clear baseline can be determined to help measure your own site’s success.
What is evident from our research, is that the increase in people adding products to the basket, plus the decline in average conversion rates and tracked AOV, highlights the fact that customers maybe using the ‘basket’ to compare prices or obtain discounts.
What are your thoughts? Do you need to track your own conversion data or are you worried about your current performance? We would love to hear from you, so get in touch with us if you would like to discuss this further.