The key benefits of branded tracking page

Illustration of a man checking his estimated delivery update on his phone

In a 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.

E-commerce 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. But in 2022, more brands than ever now function online. 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 in 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.

Person looking at track-and-trace page on a tablet

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.

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How branded tracking pages benefit customers

Woman using phone
Peter Hahn branded tracking page

57% of people admit to being emotionally tied to online purchases. In fact, our research found that 63% say post-purchase processes like fulfilment, shipping, delivery and returns are the most emotional parts of the sales journey.

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 custom 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 communication is taken over by third parties. This leaves people feeling out of the loop and unsure who to ask for help. Whereas the custom tracking page enables them to track their packages in one place – including during returns!


How branded order status pages benefit brands

Woman looking at data on digital screen

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.

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.

Granit branded tracking page

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.

Additionally, parcel tracking pages enable e-commerce 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. Or invite customers to give their feedback within the order status page.


How our solution helps improve post-purchase experience & customer retention

parcelLab is the world’s leading Operations Experience Management 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, returns and parcel tracking pages, parcelLab helps brands to 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.


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.

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.

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.

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.


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