When a customer makes an online purchase and it’s ready to be shipped, they are usually sent to the carrier’s order tracking page to track their package. But there’s one thing that’s missing on the tracking page: your brand. It’s your product and your customer, so the order tracking experience should be owned by your brand. A branded order tracking solution with automated emails and a dedicated order lookup page will help your Shopify store take control of the post-purchase experience and help you stand out from your competition.
What is order tracking in eCommerce?
Order tracking allows Shopify brands and their customers to monitor the progress of their order and shipment in real-time. From the moment the order is placed to when it’s at their doorstep, order tracking allows customers to know where their package is every step of the way.
The main goal of order tracking is to keep communication with the customer active during the post-purchase experience. Order tracking can be done through several different channels including branded tracking pages, automated emails, SMS/text updates, or via the parcel carriers website with a tracking number.
Typically, the parcel carriers tracking page is considered the simplest tracking solution, but it’s generic and doesn’t allow for any customization or promotional offers. With a branded tracking solution, your Shopify store can do more than just offer a tracking number.
Why you need an branded order tracking solution for your Shopify Store:
1. Less WISMO tickets for your support team to sift through
If there’s one thing every Shopify brand can agree on, it’s that “Where is my order?” (WISMO) tickets are a pain for both you and your customer. 15% of customer support requests are related to a customer’s order and when WISMO tickets trickle through your support inbox, it’s a clear indication that there is a communication gap in your workflows.
Not only that, but WISMO tickets take up a lot of time and money. By the time your support team contacts the carriers and pulls up order tracking information, it may be too late—the customer may be so frustrated that they ask for a refund.
A branded tracking page and automated emails solve the seemingly endless WISMO tickets. There’s no need to contact your support team because your customer already has everything they need right in their inbox.
2. Drive more revenue through promotional campaigns
A branded order tracking solution gives you the flexibility and creativity to add promotions, upsell your catalog, and cross-sell product recommendations to increase customer lifetime value.
For example, let’s say your customer just bought a pair of suede boots. Afterwards in post purchase emails, your Shopify store offers a spray guard to protect their shows from snow, rain, or other environmental stressors. That’s successful post-purchase cross-selling! To upsell, you could promote a more expensive model of shoes to encourage another purchase.
The fact is that these types of promotional opportunities can’t be done through a carrier tracking page! A branded tracking page is versatile and allows your Shopify store to promote sales, cross-sells, and upsells to drive more revenue.
3. It’s a profitable marketing channel
With the promotional opportunities that come with branded order tracking, it’s clear that shipment tracking can be a profitable marketing channel—instead of being the end of the buying cycle.
Engagement with tracking emails is high—open rates average around 70% which is significantly higher than the average email open rate of about 15%. Don’t miss out on the opportunity to continue the conversation with your customers.
Providing detailed tracking information through emails and web pages adds multiple more touchpoints to connect with your customers. You have their attention, so use tracking emails and landing pages to build on the relationship you’ve started.
4. Increased communication increases retention and LTV
A lack of tracking data can put a lot of stress on your customers, especially if their package is time sensitive. Real-time order tracking puts your customer’s minds at ease and receiving notifications about their shipment further builds trust and confidence in your brand.
Plus with such high email open rates, you can increase customer engagement with product highlights or offering useful tips and tricks from your blog. These interactions with your customers promote brand loyalty and increase customer retention and lifetime value.
5. It creates a consistent, personalized experience
Personalization throughout the post-purchase and shipment tracking experience is crucial for success. 71% of customers expect companies to deliver personalized interactions throughout the buying cycle.
By focusing on personalization and consistency throughout the post-purchase experience, your Shopify brand will be able to acquire more loyal customers and retain those customers for years to come.
With a personalized tracking page, you can showcase targeted messages and promotions when your customers are most receptive. Remember that customers don’t just buy products, they buy experiences and the emotions associated with those experiences—make the post-purchase journey unforgettable.
What you need to look for in an order tracking platform
Now that you know how important it is to have an order tracking platform, it’s time to pick which one is right for you. There are a lot of options out there, so here are the 3 things you need to look for in an order tracking solution:
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Cost effective: Your order tracking solution shouldn’t break the bank! As Shopify brands work towards creating a more personalized experience, that means adding more to your tech stack. A cost effective solution is a no-brainer.
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Automations: There’s nothing worse than having to do things manually. Personalization doesn’t have to mean harder—automated emails that inform your customers about where their order is streamlines the customer experience and eliminates other risk factors such as human error and negligence throughout the tracking process.
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Customization: No two brands are the same, so your shipment tracking page should be unique. Customize your Shopify store’s logo, banners, ads, discounts, product recommendations, and other relevant information.
Tracking Rabbit: A better way to do order tracking
Cost effective, customizable, and built with automation capabilities, Tracking Rabbit is the best way to do order tracking. Our newest Shopify app provides the features and functionality Shopify brands need to improve the post-purchase experience.
Tracking Rabbit allows merchants to answer WISMO questions before even asked, access data insights, customize order tracking emails and tracking lookup pages to perfectly match your brand, and more! Learn more about Tracking Rabbit here or download it for free on the Shopify App Store.
