Branded Tracking: Design a winning experience in 5 steps

Your customers want more during the post-purchase experience

After your customer buys, they are incredibly excited to get their new product, but now have to wait for it to arrive at their doorstep. As they wait, their anticipation sky rockets. This leads them to engage with order tracking multiple times during the post purchase experience to see where their package is at and when they can expect to finally get it!

You have their attention, so what do you want to do with it?

How to take advantage of this marketing sweet spot

Brands can use this time of high customer engagement as a point of differentiation by delivering a branded tracking experience unique to their brand and customer.

Here are 5 steps that can help you get started creating an experience your customers will love.

1. Decide the outcome you want

A sense of trust should be built during the purchase experience. Strengthen this trust by continuing the customer’s branded experience and giving them the information or content they need and want. Post purchase email and sms notifications could be used to drive traffic back to the site where you incentivize a repeat purchase of a complimentary product, promote new content, or simply give customer support information in case something goes wrong. Decide what actions and metrics you want to drive on your tracking page. Some brands prefer to use it for education to reduce return rates and others want to drive repeat purchases.

2. Figure out a creative way to drive your desired outcome

No one knows your customers better than you do. What story could you tell to get your customer to interact how you want them to? Continue the story you’ve built during the purchase experience by leading with your brand’s voice, design, and compelling differentiators. Think creatively about what you decided in step 1.

3. Use existing branded tracking pages to inspire your own

Look at what other top Shopify brands are doing with their branded tracking pages. Malomo has one of the largest libraries (you might call it the best swipe file on earth) of branded tracking pages that can be filtered by industry. Visit our inspiration board of branded tracking pages.

4. Turn your idea into reality with a customizable tracking page within your Shopify theme

Use your favorite design tools (we love Sketch!) to map out the experience your customer will see once they check their tracking. Use your go-to landing page principles to drive the desired outcome through this page. Anything you can do within your Shopify theme is possible when building a branded tracking page using Malomo's Shopify Theme App.

5. Track and optimize performance

Analyze how your customer’s are engaging with tracking notifications and the tracking page. Treat tracking like any other marketing channel by testing and improving the performance of the engagement you're seeing from customers over time.

Here are some additional tips on how to design a branded tracking page:

• Make it consistent with your brand. Your tracking page should use the same colors, fonts, and overall design as your website and other marketing materials. This will help to create a cohesive brand experience for your customers.
• Include clear and concise information. Customers should be able to easily find the information they need on your tracking page, such as their order number, tracking number, estimated delivery date, and delivery status.
• Use visuals to break up the text. A tracking page with a lot of text can be overwhelming and difficult to read. Use images, icons, and other visuals to break up the text and make the page more visually appealing.
• Make it easy to use on mobile devices. More and more people are using their smartphones and tablets to track their orders. Make sure your tracking page is responsive and easy to use on mobile devices.
• Add social media sharing buttons. Customers who are happy with their order may want to share their tracking information with their friends on social media. Add social media sharing buttons to your tracking page to make it easy for customers to do this.
• Personalize the experience. You can use customer data to personalize the tracking page for each individual customer. For example, you could show the customer the products they ordered, the estimated delivery date, and the delivery status.
• Add marketing messages. You can use your tracking page to promote other products or services to your customers. For example, you could show customers related products that they might be interested in, or you could offer them a discount on their next order.

Here are some additional things to consider when designing a branded tracking page:

• The target audience. Who will be using your tracking page? The design should be appropriate for the age, gender, and interests of your target audience.
• The budget. How much money are you willing to spend on designing and developing your tracking page? There are a variety of ways to create a branded tracking page, from DIY to hiring a professional designer.
• The timeline. How quickly do you need your tracking page up and running? If you're on a tight deadline, you may need to choose a simpler design or hire a freelancer to help you out.