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What is Branded Tracking? Guide to Branded Tracking Page


By Komal Puri | June 23, 2023

According to the "Last Mile Mandate Consumer Survey" conducted by FarEye, a staggering 85% of U.S. consumers have expressed that a negative delivery experience would deter them from shopping with a retailer again.

The survey findings also highlight that nearly 30% of consumers associate a positive delivery experience with effective delivery tracking. A fundamental component of a satisfying delivery tracking experience is a well-designed tracking page.

What is Branded Tracking?

Branded tracking refers to customizing the tracking experience for customers after purchase. It involves creating a tracking page that aligns with the brand's identity, incorporating logos, colors, and typography. This personalized approach enhances the post-purchase experience, strengthens brand recognition, and fosters a cohesive customer journey.

Branded tracking pages can be implemented through e-commerce platforms, third-party tracking software, or shipping carrier APIs. It delivers a customized and unified tracking page that mirrors the brand's identity and core principles. A branded tracking page enhances customer satisfaction, fosters loyalty, and sets businesses apart in the competitive e-commerce landscape.

What Makes Branded Tracking Pages Crucial for a Rewarding Post-Purchase Experience?

A post-purchase experience can significantly impact a customer's perception of your brand. By providing a branded tracking page, you foster a sense of confidence and trust among your customers. This level of transparency empowers them to conveniently track the progress of their order, effectively reducing any feelings of anxiety or uncertainty. The page also provides an opportunity to engage customers and create a positive brand association throughout their entire journey.

Which Essential Details Should be Incorporated on a Branded Tracking Page?

To provide a comprehensive and informative post-purchase experience, your page should include essential details such as:

  1. Order status: Clearly indicate the current status of the order, including whether it's been processed, shipped, or out for delivery.

  2. Shipment details: Display the tracking number, carrier information, and estimated delivery date to keep customers informed about the whereabouts of their package.

  3. Order summary: Present a summary of the ordered items, quantities, and any variations, allowing customers to verify their purchase details.

  4. Visual progress bar: Incorporate a visual representation, such as a progress bar, that highlights the different stages of order fulfillment. This helps customers understand where their order stands in the process.

  5. Order history: Provide a historical overview of all actions related to the order, such as confirmation, packaging, and shipment updates. This allows customers to revisit the journey their order has taken.

The Key Features of a Branded Tracking Page

A successful tracking page incorporates the following key features:

  1. Consistent branding: Maintain a consistent brand identity by incorporating your logo, color scheme, and typography throughout the page.

  2. Mobile responsiveness: To cater to the substantial number of customers who track their orders using smartphones or tablets, it is essential to prioritize mobile responsiveness and optimize the tracking page accordingly.

  3. Live tracking: Enhance customer engagement by seamlessly integrating a live tracking feature that enables them to have a dynamic and immersive experience, allowing them to track their package's real-time location.

  4. Social proof: Incorporate customer reviews, testimonials, or social media mentions on the tracking page to build trust and social proof, further reinforcing your brand's credibility.

  5. Customizable notifications: Offer customers the ability to choose their preferred communication channels and customize the types of notifications they receive. This empowers customers to tailor their tracking experience to their preferences.

How Can Branded Tracking Pages Help Your Business?

The page offer several benefits for your business, including:

  1. Brand reinforcement: By integrating your brand's visual elements and messaging into the branded tracking page, you create consistent brand exposure and reinforce your brand's identity throughout the post-purchase journey.

  2. Customer retention and satisfaction: A seamless and transparent post-purchase experience enhances customer satisfaction and builds loyalty. By alleviating customer concerns and offering engaging features, you increase the likelihood of repeat purchases and positive word-of-mouth referrals.

  3. Upselling and cross-selling opportunities: By strategically presenting related products or promotions on the tracking page, you can encourage customers to explore additional offerings, leading to increased sales and revenue.

  4. Data-driven insights: Leverage the power of data-driven insights through tracking pages, which offer valuable information on customer behavior, preferences, and areas of concern. Analyzing this data allows you to identify areas for improvement in your order fulfillment process and optimize the overall customer journey.

Must-Have Elements in Branded Tracking Page

To create an effective page, make sure to include the following must-have elements:

  1. Order status and progress tracker: This element allows customers to see the current status of their order and track its progress in real-time, providing them with transparency and peace of mind.

  2. Shipment details and tracking number: Including specific shipment details and a tracking number enables customers to easily access and monitor the location and estimated delivery time of their package.

  3. Order summary and details: This section provides a concise summary of the customer's order, including the items purchased, quantities, prices, and any additional details relevant to their specific order.

  4. Visual progress bar or timeline: In a branded tracking page, a visual progress bar or timeline visually represents the various stages of the order fulfillment process, such as order processing, packaging, shipping, and delivery, giving customers a clear overview of the progress made.

  5. Order history and updates: Keeping a record of the customer's order history and providing updates on any changes or updates regarding their order ensures that customers are informed and can easily refer back to previous orders if needed.

  6. Branding elements (logo, colors, typography): Incorporating consistent branding elements, such as the company's logo, colors, and typography, reinforces brand recognition and creates a cohesive visual experience for customers.

  7. Personalization options: Offering personalization options on the branded tracking page, such as customized messages or greetings, adds a personal touch and enhances the customer experience.

  8. Social media sharing buttons: Including social media sharing buttons allows customers to share their order status or positive experiences with their network, potentially increasing brand exposure and word-of-mouth marketing.

  9. Customer support contact information: Providing readily available customer support contact information, such as email, phone number, or live chat, ensures that customers can easily reach out for assistance or clarification if needed.


Q1. What kind of companies are best suited to offering branded order tracking?

The branded tracking pages are beneficial for a wide range of companies, particularly those in the e-commerce industry. Whether you operate a small boutique or a large-scale online marketplace, branded order tracking can enhance the post-purchase experience for your customers and reinforce your brand identity.

Q2. What technology do you need to offer branded tracking?

You will need an e-commerce platform that supports order tracking functionality. Most modern e-commerce platforms provide built-in or third-party tracking integrations that allow you to offer tracking pages to your customers. Additionally, you may need to integrate with shipping carriers' APIs to retrieve real-time tracking information for orders.

Delivering Seamless and Personalized Experiences at Every Step with FarEye Experience

With FarEye Experience, you can create a distinctive and memorable brand experience for your customers, right from the moment they place an order to the timely delivery notifications they receive.

Benefits of FarEye Experience

  • Elevate customer engagement and foster loyalty by delivering tailor-made experiences that resonate with each individual.

  • Take charge of proactive communication, minimizing the need for customer care calls and ensuring smoother interactions.

  • Enjoy complete end-to-end visibility of orders, tracking their progress in real-time and minimizing customer inquiries.

Komal puri

Komal Puri is a seasoned professional in the logistics and supply chain industry. As the AVP of Marketing and a subject matter expert at FarEye, she has been instrumental in shaping the industry narrative for the past decade. Her expertise and insights have earned her numerous awards and recognition. Komal’s writings reflect her deep understanding of the industry, offering valuable insights and thought leadership.

Komal Puri
Sr. Director of Marketing | FarEye

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