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Guide to Branded Tracking Pages

Sidra Berman

Published on: Aug 28, 2023

branded order tracking

In the digital age, people have become accustomed to finding answers at the touch of a button. We can search, browse, buy, sell, and connect online – no matter where we are.

Ecommerce brands have had to adapt to keep up. Many now use technology to stay connected with their customers after checkout. In this guide, we explore the benefits of offering a branded tracking page, also known as an order status page.

Historically, brands have embodied their style through their stores, displays, and staff. Today, more brands than ever now function online, and it is many consumers’ favorite way to shop. As a result, brands must find new ways to stand out. They must continue to think creatively about how to embody themselves to make the best impression.

Our latest research found that 90% of people want brands to engage them during delivery. More specifically, 56% want immediate updates in the event of a delay. And interestingly, 31% don’t want to use the carrier’s website to find order status information. So, it is no wonder that more and more brands are now providing customers with a branded tracking page.

What is a Branded Tracking Page?

A branded tracking page uses a customer’s name and tracking number to pull through real-time information about their orders. This creates a personal dashboard of information for each customer that they can track whenever and wherever they’d like. Crucially, the branded tracking page is hosted by the brand itself, rather than a third party, such as a carrier.

A key advantage of the branded tracking page is its versatility. It can be designed with your customers and business needs in mind. And of course, each brand’s order status page should be built with its own style guidelines – so tracking pages will differ from brand to brand. However, there are some key features that appear in most order status pages.

For example, one key feature of the all-in-one parcel tracking page is access to delivery updates. There are a wide range of options for displaying this information. For example, some brands use graphics to show the order status, whereas others use written notifications in real time. Meanwhile, other brands display a live map where you can track the location of your parcel.

Similarly, most tracking pages provide personalized content for each individual user. Some retailers link to branded materials such as blogs or social media platforms. Others use the branded tracking page to showcase related products to drive highly engaged traffic back to its site. Either way, this is a great opportunity for your brand to drive conversions and increase revenue in a way that has not been previously leveraged. 

How Branded Tracking Pages Benefit Customers


57% of people admit to being emotionally tied to online purchases. In fact, our research found that 63% say post-purchase processes like fulfillment, shipping, delivery, and returns are the most emotional parts of the sales journey. If you think about your own shopping journey, these statistics should not be surprising. Many consumers will check the tracking status of their order at least once a day to see when it will be arriving. There are many benefits of hosting a tracking page on your site, some of these include:

All Information in One ViewUpdate your customers on your own website about the real-time status of their orders.
Up-Sell/Cross-Sell OpportunitiesHighlight recommended items based on what your customer purchased.
Building a ConnectionForm a relationship with your customers during the post-purchase process instead of sending them to a carrier page.

For customers, the order status page acts as an information hub where they can find information about their order at the touch of a button. This means that people no longer need to worry about how their order is progressing. Instead, they can receive updates in real time. This makes the overall experience feel seamless and worry-free.

Additionally, the tracking page helps customers to find other products that could be of interest. That’s because brands often add related or recommended products to the order status page, based on their individual search and purchase history. This helps customers to enjoy content that relates to them, rather than a generic, uninspired experience.

Another benefit of the branded tracking page for the customer is that it provides an easy access point to the brand itself. Historically, customers feel disconnected from brands after checkout because third parties take over communication. If the only thing a customer receives is a carrier tracking number, they will be anxiously awaiting their order. It can get even worse when there are delays. This leaves people feeling out of the loop, unsure who to ask for help, and could cause the customer to go purchase their items somewhere else. With a custom tracking page, customers can track their packages in one place – including during returns!

How Branded Order Status Pages Benefit Brands

42% of people will unsubscribe from a brand’s marketing content if it is targeted incorrectly. This means that it is imperative to deliver relevant, personalized messages to your customers in order to stay connected.

Send Targeted Updates

This is a key benefit of the custom tracking page. It enables brands to deliver targeted updates automatically. Adding targeted content to your branded tracking page is also known to improve overall open and click-through rates. Additionally, brands often report an increase in traffic after adding customizable content. That’s because customers often check the page several times.

Reduce Customer Inquiries

Offering a branded tracking page is known to reduce customer inquiries by up to 25%. With instant access to the latest information regarding their order, people do not feel the need to call in. With this in mind, it is best practice to link to an FAQ page or a preferred channel for inquiries. This allows you to manage customer queries in a way that is most convenient and cost-effective for the brand as well as the customer. And, if a customer does call in, the customer service agent has easy access to all the information regarding the customer’s order rather than having to search for it. 

Build Personalized Experiences

Additionally, parcel tracking pages enable ecommerce retailers to deliver a recognizable experience. Instead of receiving generic carrier emails, brands can stand out and reassure customers with familiar updates. To improve customer loyalty, encourage social following in your branded parcel tracking page. For example, add a hashtag to your messages with an invitation to join the conversation, promote other customers’ posts and ask them to do the same when they receive their order, or invite customers to give their feedback on the order status page.

How Our Solution Helps Improve Your Post-Purchase Experience & Customer Retention

parcelLab is the world’s leading post-purchase experience platform. Our powerful data core translates operational information into bespoke customer experiences. Brands use our platform to delight customers with proactive, customized updates in their own unique style.

From delivery updates to confirmations to returns and parcel tracking pages, parcelLab helps brands communicate the moments that matter. This helps to create meaningful relationships that last. And for customers, mundane operational moments and transformed into joyful, seamless experiences.

If you’re interested in learning more about how parcelLab can help your brand. Contact us today!


How long does it take to create a shipment tracking landing page?

With parcelLab, creating the shipment tracking landing page requires minimal effort on a retailer’s part. The retailer needs only to configure the order and tracking data exchange and give parcelLab credential access to any carriers or 3PLs. The parcelLab implementation manager will then share a JavaScript snippet to the tracking page that the retailer can add to their existing website. Setting up, testing, and going live can be completed in a few short weeks.

What do I need to design/create a tracking page?

Retailers can customize tracking pages to fit their brand, including adjusting the language and styling, adding article lists, promotional banners or Instagram images. Brands can also display a voting component to capture feedback or show additional details for pickup orders like store or pickup location, map and opening hours. There’s very little effort needed from retailers, and the parcelLab implementation team will assist with setup.

Which integrations does the tracking page support?

In addition to a website or app, you can integrate the tracking page with shop systems like Shopware or Shopify. Retailers can also integrate imagery from social platforms like Instagram or integrate feedback from review platforms for more insight into customer sentiment.

What are the benefits of a branded parcel tracking page?

One benefit of a branded parcel tracking page is providing an authentic brand experience that reflects a retailer’s unique culture, look, and voice. Retailers can also use these pages to build a sense of community and connection while bringing shoppers back into the website experience, ultimately driving them to shop more. Brands can also reduce customer service costs by giving shoppers all the information they need to track their orders and parcels in one place.

Written by

Sidra Berman