Key Takeaways
- A branded tracking page brings customers back to your Shopify storefront to check their shipments, browse products, and discover relevant content.
- Proactive shipping notifications generally reduce WISMO (“where is my order?”) inquiries more than the tracking page alone, though the page can be especially useful for stores with long shipping times or unfamiliar carriers.
- Among the stores our partnerships team works with, the best performers see roughly one attributed purchase for every 2,000 tracking-page lookups.
- Give the page one to two weeks to establish an initial performance baseline, then experiment with product recommendations and measure attributed purchases.
A branded tracking page turns boring shipment tracking into a personalized experience that looks like your store. It shows buyers real-time updates like shipping status, location, and expected delivery date—all wrapped in your logo, colors, and style to reflect your brand’s identity.
Instead of sending customers to a third-party carrier site, branded tracking keeps them engaged on your Shopify store, building trust and boosting brand recall with every click. Let’s explore how to build the right page.
What is a Branded Tracking Page?
A branded tracking page is a customized shipment tracking page on your Shopify store where customers can check their order’s shipping status without visiting a carrier’s website. Beyond delivery updates, the page can display recommended products or discounts.
“The goal is to keep the customer inside the storefront, where the rest of the catalog is accessible, since the branded tracking page is more about the customer experience, upselling, and customer education,” suggests Michael Bernal, our head of partnerships.
And shoppers do check. In a McKinsey survey of more than 1,000 US consumers, about half said they track their orders to make sure shipments stay on time.
Branded Tracking Page vs Carrier Site vs Shopify Order Status Page
| Feature | Carrier Tracking Site | Shopify Order Status Page | Branded Tracking Page |
| Design control | Carrier’s branding and layout | Shopify’s checkout and customer-account customization | Store branding and configurable page content |
| Delivery updates | Carrier’s own tracking events | Fulfillment information and available tracking details | Carrier updates presented within the store’s tracking interface |
| Store navigation | Not available | Separate from the regular storefront navigation | Available when the page is hosted within the storefront |
| Product recommendations | Not controlled by the merchant | Possible with supported customizations or extensions | Can be configured alongside order details |
| Main purpose | Show package progress | Show order and fulfillment status | Show delivery progress while keeping customers on the store |
All three types of tracking pages can help shoppers find delivery information. The difference is how much control your store has over the experience. With the carrier tracking site, merchants default to whatever the carrier shows.
Shopify’s built-in order status page lets customers track deliveries with the same level of detail, while merchants can customize branding. But if merchants want to go further and display relevant products, discounts, or other marketing content, they’ll need additional functionality, such as CWILL Order Tracking.
And that’s where Michael sees the biggest opportunity:
“On a carrier’s site, customers check their delivery status and think, ‘Okay, job finished, close this tab.’ A branded tracking page within your storefront gives them somewhere to go next. They can browse your catalog, discover products, and potentially place another order without leaving your store.”
Why Shopify Stores Add a Tracking Page to Their Own Site
A branded tracking page gives merchants more control over the post-purchase experience, including what customers see and do after checking their deliveries.
According to Michael, merchants typically want three things from these pages:
- A more premium, branded experience.
- Another opportunity to educate and upsell.
- Fewer “Where is my order?” inquiries.
However, Michael cautions: “Usually the branded tracking page is more about the customer experience and upselling and customer education than it is about WISMO.” He explains that if USPS or FedEx already provides clear tracking updates, a shopper checking the same shipment on a branded page will probably see similar information. The page’s design alone doesn’t necessarily answer a question the carrier can’t answer.
Does a Tracking Page Reduce WISMO Tickets?
Yes, a tracking page can reduce WISMO inquiries, but only as a byproduct in specific cases. Let’s go over them.
When the Page Does Cut WISMO
There are two scenarios when a tracking page cuts support load:
- Dropshippers and merchants that work with less familiar carriers. This can cause problems because some carriers don’t have an easy-to-navigate tracking website. If the store can provide those updates directly on the page, checking an order becomes easier.
- Unusually long delivery times. Someone waiting for two weeks for a package gets pretty concerned. Michael says the branded tracking page here may contribute more to addressing WISMO because it shows accurate tracking information and a delivery timeline.
In both cases, the page is a reliable place for customers to find the latest shipping information, clear delivery milestones, and help when something goes wrong.
Why Shipping Notifications Matter More Than the Page
Shipping notifications reach shoppers before they have to check their order themselves. When an order moves from in transit to out for delivery, an automated email or SMS can tell the customer what changed and link directly to the tracking page for details. Each notification brings customers back to your store.
In fact, shipping notification emails get 45–50% open rates, versus around 21.5% for standard marketing emails—the most-read message you’ll send post-purchase. Carrier pages waste that attention: no upsell, no review request, no way to recover a delayed shipment.
We’ve seen firsthand what a centralized order tracking setup can accomplish. After implementing CWILL Order Tracking, Ka’Chava reported 78% fewer WISMO inquiries. The implementation also included an Order Tracking–Klaviyo integration to trigger personalized shipping notifications based on real-time shipment status, which improved tracking accuracy to 99% across over 20 carriers.
For a more detailed approach to reducing these inquiries, see our guide to how proactive shipping updates help reduce WISMO.
What to Put on Your Tracking Page
Branded or not, the tracking page needs to answer two customer questions: Where is my package, and when will it arrive? Once customers can easily find accurate tracking information, you can use the remaining space to recommend products worth exploring.
Make Accurate Tracking Information Central on the Page
Customers visit the page to find their packages. They shouldn’t have to scroll past promotional banners or product recommendations to get to the shipping status. Put the latest shipment status at the top, followed by the details about the package:
- Tracking number and carrier
- Estimated delivery date
- Current delivery status
- Shipment history with a progress timeline
If an order has multiple shipments, make a clear distinction between them.
The page also needs to handle problems clearly. For example, a failed delivery attempt should show a clear status and, when available, guidance on what happens next—redelivery, return, or contact the carrier.
Pay particular attention to estimated delivery dates. An expired delivery estimate with no explanation can confuse customers even more. CWILL Order Tracking lets merchants prioritize dates from Shopify, the carrier, or their own delivery-time calculations. If none is available, the app leaves the estimate blank rather than inventing a date.
Add Relevant Product Recommendations
Use free space on the page to feature selected collections, new products, bestsellers, or frequently bought together recommendations.
With CWILL Order Tracking, merchants can choose how recommendations are selected:
- A specific Shopify collection: A curated selection of accessories or complementary products.
- Frequently bought together: Uses purchase patterns from the previous 30 days to identify products customers commonly buy together.
- Bestsellers: Features products with strong recent sales, based on the previous 30 days of order history.
- Shopify recommendations or newest products: Other options when you want to use Shopify’s recommendation logic or introduce new arrivals.
Whatever you choose, still keep shipment status more prominent than the sales content. Customers need to find their order information first. Don’t clutter the remaining space with all possible promotions.
Link to Support and Returns
When a shipment is delayed, stuck, or marked delivered but missing, the tracking page is where customers look for help. Place links to your contact page, return or exchange request, and shipping FAQ near the shipment status, so customers can act without opening a ticket or leaving the page.
Host a Page on Your Own Domain, not a Subdomain
Michael also recommends hosting the page directly within your storefront so customers can check their shipment and use the familiar store menu to browse products or collections.
With CWILL Order Tracking, merchants can set this up through Shopify App Proxy, which makes the tracking page accessible at a URL such as yourstore.myshopify.com/apps/parcelpanel.
Tracking Page Examples from Shopify Stores
We’ve gathered two real examples from different Shopify brands to see how they approach their tracking pages. Check out a few design decisions worth considering for your own store.
Ka’Chava: Make Product Discovery Part of the Tracking Experience
Ka’Chava’s tracking page combines purchase details with recommendations for other products on the same storefront. Michael liked how easily customers could move between tracking details and the rest of Ka’Chava’s catalog.
“We’re able to see what we purchased and other products that we might be interested in,” he said, noting that customers stay on the brand’s website.
Ever-Pretty: Use a Delivery Timeline to Ease Long Waits
Ever-Pretty sells dresses for occasions when delivery timing matters a great deal, like made-to-measure wedding gowns that may take 10–14 days to produce before shipping even begins. That gives customers a strong reason to check their order’s progress, accompanied by a great deal of anxiety and unnecessary returns.
Ever-Pretty installed CWILL’s Order Tracking to visualize each stage of the delivery journey for greater clarity. The store also sent automated email updates to keep customers informed.
The changes led to 68% fewer WISMO inquiries and 43% fewer return-related questions.
When to Skip the Upsell on Your Tracking Page
There’s little reason to occupy valuable page space with a recommendation that doesn’t fit the customer’s needs. If your catalog doesn’t offer anything relevant to the customer who just bought, don’t throw all other items at the page. It’ll likely turn off the customer.
For example, Michael worked with a merchant selling just two supplements: one for humans and another for dogs. “I don’t really encourage him to try to sell the other product to the people who bought the other,” he says.
Fair enough. If your products have little cross-sell potential, use the tracking page for product education, FAQs, usage instructions, and brand or marketing content.
How to Set Up a Tracking Page on Your Shopify Store
Merchants can build a custom tracking page using carrier APIs, but Shopify apps make the setup much easier. With Order Tracking, the page is created automatically when you install the app.
You’ll still need to customize the content and configure the shipping messages that send shoppers there.
Step 1. Install CWILL Order Tracking
Install CWILL Order Tracking from the Shopify App Store and open the app in your Shopify admin.
The app automatically creates a tracking page under your store domain. By default, its URL follows the format yourstore.myshopify.com/apps/parcelpanel, although the path can be changed.
CWILL supports 1,705 carriers worldwide and automatically matches supported carriers using tracking information attached to fulfilled Shopify orders.
Step 2. Add the Page to Your Store Navigation
Customers need a quick way to find the tracking page without digging through old shipping emails.
On the CWILL Order Tracking app’s home page, find the Quick setup guide, click Add tracking page, and choose a published menu. The main menu lets shoppers find the page without searching through the footer.
Add a label such as “Track Your Order,” position the item, and save.
You can also add the link manually through Shopify admin → Content → Menus. Select the menu, click Add menu item, and paste /apps/parcelpanel (or your custom path, if you changed it) into the Link field.
Step 3. Match the Page to Your Store
Open the Tracking page settings in CWILL Order Tracking. The page inherits your Shopify theme’s styles by default. Under Appearance, choose a template and adjust the container width, progress bar color, mobile layout, theme mode, and order lookup form.
Preview the page on desktop and mobile. Use a real tracking number to check how the page looks once shipment details appear, especially if you’ve added promotional content.
If you change the URL, update both the tracking page URL in CWILL and the corresponding Shopify App Proxy setting. Then update any menu items or email links pointing to the old address.
Step 4. Configure Product Recommendations
In CWILL Order Tracking, go to Tracking page → Product recommendation and enable the feature.
Choose how products should be selected. You can use Shopify recommendations, a specific collection, newest products, bestsellers, or frequently bought together recommendations.
Start with whatever makes sense for your catalog. You can experiment with alternatives once you’ve collected enough data to compare their performance.
Step 5. Connect Shipping Notifications and Tracking Links
Go to Settings → Shipping notifications in CWILL Order Tracking. Select the shipment-status emails you want to send, edit their templates, and enable them. Review the messages used for in transit, out for delivery, and delivered events.
Now check where your Shopify tracking links lead.
Under Settings → Tailored for Shopify → Update tracking link in Shopify, you can enable CWILL’s link replacement feature. It updates supported Shopify tracking links to direct customers to your branded page. That covers Shopify’s Out for delivery and Delivered emails and the order status page.
There’s one catch: Shopify sends its shipping-confirmation email before CWILL can replace the tracking link. To point that email to your branded page, you’ll need to edit the Shopify notification template separately.
Step 6. Test the Customer Experience
Before directing customers to the page, go through the process yourself using a fulfilled test order with a valid tracking number.
Review the page for essentials:
- The tracking link opens the correct page.
- The shipment status and tracking history display correctly.
- Your product recommendations appear as intended.
- The page works on mobile.
- Shipping emails direct customers to the expected destination.
If everything works, you’re ready to start collecting performance data.
How to Measure Whether Your Tracking Page Drives Sales
Once your tracking page is live, how do you know whether customers are buying anything after checking their orders? CWILL Order Tracking has an Analytics dashboard showing tracking-page lookups, marketing clicks, conversion orders, and attributed revenue. Let’s explore it closely.
Lookups to Purchases
Lookups to Purchases is your main metric. A lookup is counted each time a customer tracks a shipment through your page. So if someone checks the same order five times, that’s five lookups. Conversion orders are purchases CWILL attributes to marketing content on your tracking page, including product recommendations.
According to Michael’s observations, the best-performing stores usually have a new purchase from every 2,000 lookups. That’s roughly a 0.05% tracking-page conversion rate.
Tracking-page conversion rate = Conversion orders ÷ Lookups × 100
Lookups per Order
A store’s lookup volume depends partly on how long customers wait for their deliveries. That’s why comparing lookup totals between stores can be misleading.
Michael sees stores where shoppers check their orders two or three times on average, while others receive six or seven lookups per order. Higher lookup volume alone doesn’t mean the tracking page is doing a better job. Compare purchases from that traffic alongside the store’s delivery timelines and order volume.
Lookups per order = Total tracking-page lookups ÷ Total shipped orders
For example, if your store ships 500 orders and customers make 2,500 tracking-page lookups, that’s an average of five lookups per order.
Support Tickets and Marketing Clicks
Lookups and purchases show whether the page sells. Two more numbers show whether it helps customers and whether your marketing content deserves its space.
WISMO tickets per 100 orders = WISMO tickets ÷ Total shipped orders × 100
Pull ticket counts from your helpdesk and compare the weeks before and after launch. Expect a modest change unless you ship slowly or use less familiar carriers, the two cases where the page does the most for WISMO.
Marketing click-through rate = Marketing clicks ÷ Lookups × 100
The Analytics dashboard reports marketing clicks next to lookups. Few clicks usually point to the product selection or its placement. Plenty of clicks with few conversion orders point to product fit or price.
Collect the Data and A/B Test the Page
How long should you wait for meaningful data? One to two weeks to establish an initial baseline. At that point, you should begin to see how frequently shoppers return and whether purchases are attributed to tracking-page activity.
Spend another week testing product placement to see what performs better. You could compare a specific collection you believe has strong cross-sell potential against Shopify’s default recommendations or bestsellers.
Monitor product clicks, conversion orders, and attributed revenue for each version.
Turn Order Tracking Visits Into New Opportunities
Your customers are going to check their shipment statuses. The question is what they find when they arrive. For most Shopify stores, a branded tracking page earns its place by giving shoppers accurate updates and merchants real estate to cross-sell.
Top that with proactive notifications, then measure whether returning traffic drives additional purchases.
If your shipping emails are already bringing customers back, why send that traffic elsewhere? With CWILL Order Tracking, you can create a branded tracking page on your Shopify storefront, add product recommendations, and measure the sales attributed to those visits. Try it for free and see what your tracking traffic is worth.
FAQs About a Branded Tracking Page
Yes. CWILL Order Tracking offers a free Shopify plan that includes a branded, localized tracking page and 20 orders per month. Installing the app creates the page automatically. Merchants can then add it to their store navigation and configure the design. If your store needs more tracking capacity or advanced features, check the current paid plan options.
Can I Use a Branded Tracking Page Template?
Yes. Shopify tracking apps provide ready-made layouts that you can adapt to your store. CWILL Order Tracking automatically creates a page that inherits your store’s theme styles. You can adjust its content and recommendations without building the tracking interface from scratch.
Yes. Apps like CWILL Order Tracking let you set up and customize a branded tracking page without any development experience. Installing the app creates the page, and you change its template, colors, and product recommendations from the app’s settings. It connects to 1,705 carriers and updates tracking data automatically.
Freelance Writer & Editor
Jenny Romanchuk is a senior B2B marketing and sales writer with over eight years of experience spanning content marketing, PR, and business development. She combines sharp storytelling with tactical insight to help global SaaS brands engage audiences and drive growth. A graduate of Poltava State Agrarian Academy with a degree in Veterinary Medicine, Jenny applies analytical thinking to creative execution—a skillset she’s used to lead sales initiatives, close high-value deals, and develop impactful content strategies.
