Design best practices for ecommerce order tracking pages
When it comes to designing order tracking pages for your ecommerce store, it’s not about “less is more” or “more is more.” The real answer? On brand is more. It might not roll off the tongue, but it’s the truth.
Your order tracking page isn’t just a box to check off in the post-purchase journey. It’s one of the most visible (and most visited) pages in the entire customer experience. And that means it’s an opportunity — not a throwaway.
Here’s the mistake a lot of brands make: they treat transactional pages like… well, transactions. They either over-design them to distract from their “boring” purpose, or they under-design them altogether — waving the white flag and sending shoppers to a generic carrier site instead.
But let’s be honest: punting customers off to USPS, FedEx, or DHL is a wasted opportunity. It might get the job done, but it’s not doing your brand any favors. In fact, it sends high-intent, qualified traffic away from your store — traffic you could be re-engaging, upselling, or building loyalty with.
Think about it: when customers want to know “Where’s my order?”, they’re telling you exactly when and where they want to interact with your brand. That kind of attention is rare. Order tracking pages give you a chance to build trust with transparency, strengthen retention with consistent branding, and even drive repeat sales.
So now that we’ve nailed down the why, let’s dig into the how. Up next, we’ll walk through the must-have elements of an order tracking page — plus some best-in-class examples you can steal for inspiration.
Elements of an ecommerce order tracking page
The primary goal of every ecommerce order tracking page is the same: to reduce customer anxiety.
The vast majority of ecommerce shoppers are downright obsessive about order tracking: In fact, 91% of consumers track their orders, with 19% admitting to checking the status multiple times a day.
Curb their worries with a standout order tracking page that gives your shoppers real-time visibility around their package delivery status. Your page should not only serve to inform, but also to educate, with complementary features that deliver an enhanced post-purchase customer experience.
Let’s look at the need-to-haves, nice-to-haves, and super-nice-to-haves when creating tracking pages.
The necessary details
The singular purpose of ecommerce order tracking pages is to tell your customers that their order has shipped and give them the tools to track it. Before you can put your creative hat on, your order tracking page must include:
- A breakdown of items in the order
- Shipping date and expected delivery date
- Order # and tracking #
- Shipping address (destination)
- A tracking link to see the details of the order’s shipping journey
How to customize your tracking pages
Once you’ve hit all the non-negotiable data points, it’s time to start designing your order tracking page. It’s important to make sure that your order tracking page provides a consistent branding experience, so shoppers still feel engaged with your brand’s ecosystem and are confident with your interactions.
Enhance the customer’s experience by incorporating their name and other personal details that deliver a more personal touch. With marketers seeing an average increase of 20% in sales when using personalized experiences, it’s a great opportunity to segment or customize and create a better experience for the user (and a higher chance for conversion).
Here are a few simple ways to customize your order tracking pages:
- Link to your company social media accounts to engage with customers on a more personal level
- Design the page to match the rest of your company pages
- Include aesthetically pleasing graphics and photos that match the tone of your other emails
- Incorporate company branding images and copy to stay consistent with your brand voice
Transform a cut-and-dried transactional marketing campaign into an interactive, engaging moment to drive renewed engagement with your customers, leading to increased upsells and customer loyalty rates.
Bonus features to go above and beyond
An order tracking page is an (almost) empty canvas. Go beyond the essential details by supplementing the page with content that will be useful or educational to your customer. Fill that empty space with one, two, or all of these bonus features:
- CTAs for exclusive discounts, seasonal sales, or last chance offers
- A place to review products or submit feedback (used in tandem with post-purchase emails)
- “Frequently bought together” upsell and cross-sell product recommendations
- Abandoned cart notifications for anything not purchased from last time or saved in the customers Wish List
- Customer recommendations for additional products
- FAQs or educational information about how to use the product
- Any PSAs, like delivery delays or how to reach customer support if there’s any issues
The important thing to keep in mind is that a great order tracking page is not meant to be a static brochure. They are meant to inform, educate, and provide good service. When done effectively, they can also increase sales and repurchases.
Great ecommerce order tracking page examples
So, now that we know what great order tracking pages can look like, let’s check out some examples.
Feastables
Feastables, YouTuber MrBeast’s line of chocolates and snacks, uses a colorful, on-brand order tracking page to keep snack aficionados engaged and hungry. Customers can easily track their order in real-time through the provided link. If they have questions about the shipping process, the page has a handy selection of FAQs to solve their problem, cutting down on customer support inquiries. As a bonus, the page also includes a prominent invitation to opt in to SMS messaging campaigns, helping the brand drive even higher engagement rates with its customers.
A Pup Above
Gourmet dog food brand A Pup Above helps its customers stay tuned into the post-purchase journey with order delivery notification emails that spotlight the brand’s vibrant colors, delicious meals, and furry friends. The email encourages shoppers to click through for real-time order tracking, and to follow the brand on social media to dive into its content resources including pup pics and recipes.
Plant Provisions
Plant Provisions, a line of plant-based meat substitute products, uses its order notification emails to whet their shoppers’ appetites by spotlighting their products in mouth-watering sandwiches. The email includes a reminder to immediately place the products in the fridge to avoid food safety concerns, and encourages the customer to reach out to a support email address with any questions or concerns. The brand also links to its social accounts, where customers can follow them for plant-based recipes and other helpful tips.
The overall takeaway
The best order tracking pages do more than show an ETA — they ease customer anxiety, cut down on “where’s my order?” tickets, and pull shoppers back into your brand experience.
When done right, they’re not just cost savers. They’re revenue drivers. Tracking pages can fuel upsells, cross-sells, and repeat orders — turning what used to be a support burden into a sales channel.
And don’t forget: tracking pages are often among the most-visited pages on your site. That’s only true if you own the experience, though. Send customers to a carrier’s site, and you lose both the traffic and the brand equity.
Design matters here — but it’s not just about making things pretty. As Steve Jobs said, “good design is how it works.” Focus on pages that are on brand, functional, and built for transparency.
A solid order tracking page is a key component of a best-in-class post-purchase experience. By ensuring that your shoppers are engaged and confident from the first brand interaction to the last, you’ll be able to generate long-term brand loyalty that will keep customers coming back again and again.
Ready to uplevel your order tracking experience? Get in touch!
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