Case Study: AfriTrade.com

AtriTrade is a common market place for selling goods and services in Africa and beyond for the past two years. A common problem the company has discovered is prospective customers exiting the page before completing their order. As consumers, we’ve all done it before So the team at AfriTrade.com wanted to See if they could “rekindle the flame” and land some sales from hot leads using target tallow-ups. These are visitors who created an account and put an item in their shopping cart, so we can Sce some real intent to purchase at some stage down the
track. The AfriTrade.com team were confident that sending targeted follow-up emails generally resulted in sales but weren’t sure of the best time frame to send them. So they tested out email sends at two alternate time lapses post cart abandonment; the first group sent the following morning at I1 a.m. and the second group #$ hours post cart abandonment. The emails sent at I1 a.m. the following day delivered: an open rate of 38.63% a click-through rate of 19.54% and a conversion rate to a sale of 27.66%. The emails sent after 48 hours delivered: an open rate of 38.01% a click-through rate of 24.71% and a conversion rate of 40.00% Although sending these emails on the following day post cart abandonment had a slightly higher open rate, the most important figure, conversion to sale was significantly lower.

Answer the following questions on the case study;

I. Why do you think such attitudes of potential customer do occur in an e-
commerce industry?

ii. As a Managing Director of to this company, briefly suggest a long lasting
strategic plans on the AfriTrade business model.


iii. How can you enhance the usability and security considerations of the
company?


iv. Undertake a SWOT analysis of AfriTrade business model.