Signs Your Order Tracking is Offering a Bad Experience & How to Fix It
The rapid increase of online orders has caused retailers weak points to come to the front and center of consumers’ minds. From longer-than-average ship times, little opportunity for instant access, and minimal transparency online, consumers are quick to cry foul on these experiences when they expect so much more nowadays. One central area of focus is the shipping process for retailers. The longer windows from ship to arrival have escalated consumers’ need to know where their package is. This means that the order tracking page is getting more visibility than before. While you have already won this sale, the experience you showcase during this time can drive consumers towards repurchasing. Those that don’t harness this moment can expect some less than ideal side effects to occur. Below we discuss four of the top signs of a bad order tracking experience and highlight things you can do to fix it.
High WISMO Calls
A high amount of “WISMO” calls, or “where is my order,” is a telltale sign of an unoptimized order tracking solution. With little transparency and one static box for updates from the Carrier itself, consumers are more inclined to call in to find out where their package is. Consumers want full transparency, especially after you’ve taken payment and they haven’t received their goods. Retailers who offer an optimized order tracking experience can count on increased customer satisfaction. They can also expect a higher likelihood of repeat purchases than those retailers who do not.
No Control Over the Experience
An important part of an order tracking page is making it brand-right, through adding brand colors, logos, and banners. This is only part of making it brand-right however since your brand is also tied to the experience it creates. Add opportunities for a seamless experience by letting customers connect to a team member right from the order tracking page. Extend this experience by providing clear updates on where the order is at the current time, as well.
Many experiences with your package tracking system can cause customer frustration to rise. From tracking multiple shipments to missing updates, consumers can begin to feel disjointed from the brand they just purchased from. This moment is especially critical for first-time buyers and can cause apprehension about future purchases. Put the consumer in the driver seat by allowing them to modify shipping details to ensure the package is delivered when and where the customer wants it.
No Opportunity for Engagement
While retailers use multiple channels and touchpoints to engage their consumers, opportunities for engagement should be visible at every step of the purchase journey. Consumers should be able to engage with the brands they love on their terms. If you don’t have additional opportunities for engagement on your order tracking page, consider adding some. We recommend adding a survey, a banner to join a loyalty program, or links to social channels to keep the connection growing with them.
Unlike in-store, online consumers don’t have the immediate gratification or transparency to know where their purchase is at all times. Ignoring this moment can cause customers to feel concerned or nervous about their purchase, instead of eager and engaged. Correctly harnessing this moment can help retailers by increasing consumer education on the product or brand sparking upsells. Those that don’t risk the negative effects above, with the potential to drive their shoppers to their competitors.
Interested in upgrading your order tracking experience? Learn more about our order tracking solution.