Joshua Franklin Wiedeman

Tracking Page Upsells

Customers often check their order status several times before a package arrives. If tracking links go to a carrier site, those visits are lost. A branded tracking page on your own domain shows shipment status and adds product recommendations, offers, and useful content.

How it works

Right after an order, customers are interested and trust the brand enough to have just paid. They also return to check on the order. A branded tracking page keeps that traffic on your site and gives you room for cross-sells, referrals, and product education, alongside the status information they came for.

How to do it

  1. Replace carrier tracking links in shipping emails with a branded tracking page on your domain. Use a post-purchase platform or build your own.
  2. Put the shipment status and tracking number at the top of the page.
  3. Below it, show a few recommendations based on the items in the order (“Goes well with your [product]”).
  4. Add a short-term offer, for example “10% off your next order, valid for 7 days.”
  5. Add content related to the order: care instructions, a how-to guide, or a short welcome video.
  6. Change the content by status: product education before shipping, recommendations in transit, and a review request and refill reminder after delivery.
  7. A/B test recommendation placement, number of products, and offer size. Report clicks, add-to-carts, and orders from the tracking page.

What to measure

  • Revenue per tracking page visit: revenue attributed to the tracking page divided by its visits.
  • 14-day repeat purchase rate: customers who place a second order within 14 days, for tracking page visitors vs. non-visitors.
  • Visits per order: tracking page visits divided by orders shipped.

Best practices

  • Lead with the order status. Customers came to check their package.
  • Recommend products related to what they ordered, not generic best sellers.
  • Add a referral prompt (“Give a friend 15% off”).
  • Rotate recommendations between visits so they do not go stale.

Common pitfalls

  • Turning the page into a store. If tracking information is hard to find, customers lose trust.
  • Leaving carrier links in shipping emails. The branded page only works if emails point to it.
  • Showing the same products on every visit.