The Ultimate Guide to Branded Tracking Page

Are you looking for a complete guide on building a branded tracking page for your e-commerce business? You’re in the right place.

Until a few years ago, buyers only received a tracking number and were redirected to a third party (the logistics partner). And the carrier company didn’t really provide enough shipping updates.

Here’s the thing: more than 90% of buyers actively track their orders. They want to know the live status of their order (which is fair). So, more and more e-commerce companies are using a branded tracking page to actively engage with their buyers and keep them on their websites as long as possible. Branded tracking pages also reinforce your brand identity by using consistent visual elements and messaging, helping to strengthen your company’s image with every interaction.

In this article, we will cover everything you need to know about a personalized tracking page, like:

• What is a branded tracking page
• Why should you invest in it
• Essential features of a branded tracking page
• How can you create a page that’s truly yours, and other important details

A branded tracking page not only provides order updates but also contributes to a seamless and consistent customer journey from purchase to delivery.

Let’s begin!

What is a Branded Tracking Page?

A branded tracking page turns boring shipment tracking into a personalized, brand-filled experience. It shows buyers real-time updates like shipping status, location, and expected delivery date—all wrapped in your logo, colors, and style to reflect your brand’s identity.

Instead of sending customers to a bland carrier site, branded tracking keeps them engaged on your page, building trust and boosting brand loyalty with every click. Think of it as a seamless, branded backstage pass to their order’s journey.

For example, Anna ordered sunscreen for her vacation. She checked your branded tracking page and saw her order shipped, where it was, and when it would arrive. This clear, real-time info eased her mind and made her confident you’ve got her back, making her more likely to shop with you again.

And that’s just the start! Branded tracking pages do a lot more to keep customers happy and engaged.

Benefits of a Branded Tracking Page for Your Shopify Store

A branded tracking page helps reduce repeated inquiries, improves customer experience, boosts their confidence and loyalty, and gives you an opportunity to cross-sell/upsell relevant products, ultimately helping to increase sales by promoting additional items directly on the tracking page.

Here’s how it works.

Reduces Customer Inquiries About Order Status

Did you know that about 90% of customers actively track their orders? About 20% of them track their order multiple times daily! 

As a buyer, I want to know where my package is. I hate to call customer care representatives and wait on hold for minutes before being attended to. 

A branded tracking page with real-time updates about the shipping status of my order will give me more confidence to shop for things online. I won’t have to worry about taking 5 minutes to make a call, which I hate. I can check the status anytime from any device. 

A detailed branded tracking page can reduce your ‘WISMO‘ calls. For example, Pipeliners Cloud saw an 83% drop in WISMO calls after using ParcelPanel, our post-purchase app that handles order tracking. The app freed up their customer support team so they could deal with other important issues, like handling dissatisfied customers and updating inventory. 

Enhances the Customer Experience

One of the best things about a branded tracking page is that it makes tracking easier for buyers. 

With a branded tracking page, your buyers get proactive updates. If there is a delay, they can arrange something else. For example, if Anna finds out her sunscreen will not arrive before she leaves for her vacation, she can buy one from a nearby shop. The goal here is to reduce uncertainty so your buyers trust you and enjoy shopping from your store. 

Boosting Customer Loyalty and Retention

A study by HubSpot has found that 93% of buyers prefer buying from a company that offers excellent customer service. 

Now, a personalized branded tracking page is a part of your customer service. When you keep your buyers fully informed at every step, they will prefer buying from you, even if there are cheaper options available. And they will even recommend you to others. 

As a business, you know how difficult it is to build a loyal customer base. So, if a branded tracking page helps keep your buyers happy, you should go for it.  

Creates Upselling and Cross-selling Opportunities

You have a whole web page to display the shipping status, which obviously should take up a major portion of it. 

But what do you do with the rest of it? 

Use it as an advertisement space! Before they make a purchase, suggest a solid upselling option. Post-purchase, feature products based on their purchase history, search history, and preferences. 

For example, CTRL, a dynamic brand in the meal replacement sector, saw 78% of repeat purchases after using ParcelPanel. 

Now that you know why having a branded tracking page makes sense, let’s look at some key features that this page should have. 

Key Features of an Effective Branded Tracking Page

A personalized order update page doesn’t have to be too complicated. It should contain only important information, such as shipping details, real-time status updates, shipping process visualization, and your company’s branding elements. 

Here’s what your branded tracking page should have: 

Shipment Details 

This section should be as elaborate as possible. 

It should have the tracking number, the carrier name, and the expected delivery date. If a buyer has ordered multiple items, the tracking page should provide details for each of them to prevent confusion. When your buyers know when to expect them, they won’t call you. 

Real-Time Order Status Updates 

The first thing buyers want to see as soon as they open the branded tracking page is the live status: order confirmed, order packed, in transit, out for delivery, delayed, delivered, etc. 

Knowing exactly where their package is saves time and reduces anxiety. 

For example, let’s imagine you ordered a dress and matching jewelry for your vacation. They won’t necessarily arrive on the same dates. But you want to make sure they arrive before you leave for your vacation. 

With real-time tracking, you will find out if you will get them on time, so you can plan accordingly. 

Shipping Process Visualization

This is to have some form of visual elements on the page. 

You can create colorful progress bars with visual indicators of an order’s shipping status. Another idea is to create a timeline using icons or graphics to represent the current status, as you can see in the image above. 

Marketing and Branding Elements

Once you have included the above details on the page, you can use the remaining space to include whatever you think is relevant. I strongly recommend having your logo, a thank you message, and social share buttons. You should also have a section to feature products that might interest the buyer. 

Now, let’s learn how to create your own branded tracking page. 

Branded Order Tracking Page vs Order Status Page

Let’s break it down in a way that’s easy and fun!

Think of the Order Status Page as the classic go-to spot where your customers need to log in to see what’s happening with their orders. It shows them the basics: order confirmed, packed, shipped, and delivered. Generally, a tracking number will be displayed, but by clicking it, your customers will be taken to the carrier’s website.

Now, enter the superstar: the Branded Tracking Page. This is the Order Status Page’s cooler, jazzier sibling. It’s not just about showing shipping status—it’s about wrapping those updates in your unique brand’s identity.

Imagine your logo, your color scheme, and your tone of voice, all shining through every pixel. It keeps customers engaged right on your Shopify store instead of bouncing off to the carrier’s site.

Plus, it’s packed with extras like personalized product recommendations and easy access to shipping policies, FAQs, and contact details. It’s designed to create a seamless experience that not only informs but also delights, turning casual buyers into loyal fans.

In short, while the Order Status Page is the essential info hub for your customer’s order journey, the Branded Tracking Page takes that experience up a notch. It provides personalized experiences and consistent branding that keep your customers engaged. This approach encourages them to come back for more.

For Shopify merchants aiming to boost customer satisfaction, reduce inquiries, and encourage repeat business, branded tracking pages are a total game-changer!

How to Create Your Branded Tracking Page?

You can either roll up your sleeves and custom-design your page using carrier APIs or use a third-party app like ParcelPanel.

DIYing is good. You can create and manage the page exactly as you want without being dependent on another company.

The problem with DIYing is that you either need to be a developer or have in-house technical experts to design the page, maintain it routinely, and troubleshoot it when needed.

When you have thousands of other priorities, isn’t it better to use a third-party app?

Many apps offer branded order tracking, allowing you to create customized, branded tracking pages that enhance your brand’s identity and improve the customer experience.

Apps like ParcelPanel handle everything.

• You don’t need to know coding or have an in-house team.
• ParcelPanel is easy to set up and customize to reflect your brand’s unique style and messaging.
• It automatically updates the real-time tracking information.
• Your buyers will automatically receive updates.
• ParcelPanel is integrated with over 1,400 popular carriers worldwide, including USPS, UPS, DHL, and FedEx, helping you ship orders efficiently and manage multiple shipments.
• It is much more affordable than having an in-house technical team.
• You get 24/7 live support.

Shipment notification emails can include a tracking link that directs customers to your branded tracking page, making it easy for them to track their shipments and stay informed.

You can also add social links to your tracking page to help customers connect with your brand on social media.

Ready to have your own branded tracking page? Let’s learn some tips and tricks to make sure it looks truly yours and works flawlessly.

Best Practices for Optimizing Your Branded Tracking Page

After creation comes optimization. Some of our best practices for optimizing your tracking pages include making them easy to access, maintaining brand consistency, and adding relevant product recommendations. Using data-driven insights to analyze customer behavior and preferences can help you continually improve your tracking page and optimize the customer experience.

Here are each of these best practices in more detail.

Tracking Page Should be Easy to Access

Our first tip is to place your tracking page somewhere that’s easy to access. Don’t hide it somewhere in the corner of the footer. 

People should be able to find the tracking page within seconds. So, have a ‘Track My Order’ button in your main navigation menu and in the footer. 

Also, include the link to this page in the order confirmation email and messages. If you send push notifications, make sure they automatically direct buyers to the tracking page. 

In short, buyers must not struggle to find where and how they can track their orders. 

Maintain Consistency in Branding and Design 

The page must not look like a third party is managing it.

It should look exactly the same as your other pages, with the same logo, brand color, font, and other brand features, like the use of white space. Even the text should have your brand’s tone and style.  

Consistency in branding helps reassure the buyers that they are dealing with a genuine business that cares about them. 

Suggest Relevant Recommendations Only

If you bought a beach dress and saw beach towels, sun hats, and sunscreens in the recommendations, you might buy them. But if you see a pencil skirt or formal shoes, you will wonder what happened. 

When suggesting products, track a customer’s search history, purchase history, cart contents, and browsing behaviors. And then recommend products that the customer might be interested in. 

If you display products that are not related to the buyers’ preferences, they might feel disconnected. So, be careful here. 

Optimize Your Branded Tracking Page for Multiple Devices

Around 80% of e-commerce traffic comes from mobile devices. So, your tracking page must be optimized for mobile. 

Here are some ideas: 

• When designing the page, start with a single-column layout and make sure it automatically adjusts to all screen sizes. 
• Keep your page simple with key information at the top so your buyers don’t have to scroll too much to find what they are looking for. 
• Have collapsible sections to keep the layout clean. 

An optimized tracking page will reduce customer frustration and eventually reduce your WISMO inquiries. 

Keep Improving Your Tracking Page Continuously

Just like the other pages of your store, you need to maintain and update your branded tracking page regularly to keep it fresh and in sync with the other pages of your store. 

Here are a few things you can do: 

• Routinely check for speed and mobile responsiveness. 
• Update it seasonally with holiday greetings and offers. 
• Track metrics like bounce rate and click-through rates to find out what’s working and what’s causing friction.  
• Add a short feedback or survey on the page to get ideas from the buyers. 

Your branded tracking page is an asset for your business. Give it the attention it deserves. 

We are almost done. Let’s understand how you can measure the success rate of your branding tracking page. 

Measuring the Success of Your Branded Tracking Efforts

Once you have your branded tracking page, you should track its performance to see how it is helping you. That way, you can see what’s bringing value (and double down on it) or see what’s not working and fix it.

Here are a few things you can do to measure its success: 

• Find out how many times customers visit the order tracking page. The more views, the more they are engaging with your brand. 
• Check the time they spend on this page. Longer times could mean two things: either they can’t find their shipping details (not really possible), or they probably like checking the product recommendations. 
• Find out the click-through rates. If the buyers click on the recommended products, they probably like them. 
• Monitor your WISMO calls. A significant drop indicates that your buyers are happy with the details the page is providing. 
• Have on-page widgets or forms to gather post-purchase feedback from buyers. Use this feedback to improve the page. 

Here’s a screenshot from ParcelPanel showing the necessary analytics to help you understand how your customers are engaging with your branded tracking page. 

Conclusion: Elevating Your Post-Purchase Journey with Branded Tracking

If a buyer has already purchased something, it doesn’t mean you can ignore them. This is the time you give them a reason to remember why that was the right decision. 

A thoughtfully designed tracking page by ParcelPanel will reinforce their confidence in you and turn them into loyal customers. It will also reduce your operational costs and help boost your revenues by giving your buyers a pleasant experience. 

Get a 7-day free trial today to see how it works and if it’s worth investing in. If you have any questions, call us!