The tracking page is one of the most unappreciated pages that stores rarely focus on optimizing. It is the page that your customers seek when they’re looking up information about their parcels making it the hub for all the traffic directed toward your brand’s website. So, it can proxy as your landing page and is very important if you want to build an additional revenue stream, that does not compete with others.
To create an additional revenue stream from your store’s tracking page, let’s understand where the website traffic is coming from, what the visitors seek, and how much time they spend on your tracking page.
Disclaimer: All data is collected from stores utilizing Rush App as their order tracking & notification solution. Rush serves brands & dropshipping stores doing over 50k monthly orders and small stores doing less than 50 orders per month.
Let’s look at some statistics we collected from different stores’ tracking pages for the last 4 months, i.e., Oct 5th, 2022 to Feb 5th, 2023 to set the context. During this period, we had over 1.6M unique customers visiting 5.6M times or roughly ~ 2,3 visits per customer. This means customers are coming back to this page over and over again. So, instead of sending them to the carriers’ websites, you can display the information they seek on your tracking page and increase your chances of upselling. Those are already clients that trusted you and ordered, so they need a small nudge to do their next order.
The bar graph and table indicate the source of your tracking page traffic:
Let’s break down these statistics:
While building a tracking page as an additional revenue channel, it is crucial to optimize it for mobile devices. The page loading time, font size, and overall look of your page changes significantly based on the device you use to visit it.
Keep in mind that optimizing your tracking page for mobile does not mean just loading times, you have to optimize it for
Let’s see which devices are most frequently used to access the tracking link. The side-by-side comparison for the last 90 days and the last year shows almost no change in device ratio - actually mobile devices are slightly growing, and we should expect this to continue.
If we look at those metrics for H1, 2021, we can clearly see the shift to mobile devices, and importance to keep your tracking page optimized for them.
This data captures the density of the tracking page traffic at a certain time of the day. The thing to understand here is that customers wonder about their orders 24/7. Therefore, creating an effective post-purchase notification strategy is mandatory for a better customer experience.
11% of all users go to the tracking page in the first 5 minutes after completing the order. For you to handle the most anxious customers, your tracking page should allow searching for orders without assigned shipment numbers. Because showing that their order is not found would just increase your customer’s stress and eventually translates as a bad customer experience. So, make sure your tracking page says the order is currently processing until the order gets a shipment number.
To sum up your customers’ journey, an average customer visits the tracking page roughly 2-3 times to check the order status for their last package. They access the tracking page from their mobile phones mainly by a bookmark or by clicking the link from a (transactional) shipping email. They spend roughly a minute on the tracking page and do this mostly throughout the business days.
You can use the collected data and optimize your tracking page according to what works best for you. For instance, you can customize your tracking page to display information about the ordered item, and new products, and make announcements regarding updates. With an enriched tracking page, give your customers a reason to stay, explore, and even buy again. The list bellow shows the required order information customers come to see on the tracking page:
Those elements, can go along with the sales opportunities that you can display on your tracking page:
You can enhance your customers’ visits to your tracking page by:
The customers who visit your tracking page are not random. Most of them come to search for their orders and find out shipping details. This means that they’re familiar with your brand and are already interested in your products. You can utilize their visits by making it a satisfactory experience for them. This is your chance to establish a unique brand perception. You can either have the boring tracking page with insufficient information or you can make a page worthy of visiting again.