The Problem:
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High "Where is my order?" support contact volume: 17% of all contacts, costing ~850K/year
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Missed marketing touchpoints - estimated ~1.5M/year
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Existing design did not align with expected e-commerce experience.
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Shoppers were left in the dark once the box had left our warehouse unless they navigated to third party courier site
The Solution:
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Full transparency on the status of each shipment in their order
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Streamlined re-ordering process
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Enticing repeat purchases through promotion of sale and new categories
The Impact:
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Visits including the order tracking page converted at 5.71% compared to site average of 3.47% (65% higher)
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Associated with $688K in revenue (12 mo.)
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Part of a broader post-purchase initiative (order status emails, Consultant notifications) that generated $1.37M in trackable revenue within 6 months of launch, outperforming business case goals by 100% in the first year.
Process + Research
Best practice research: I use Claude to comb through articles to help me find 1-2 actionable insights for every article. I screenshot the research and add it to the comp so developers can see I've done my homework. This is helpful for getting dev buy-in as well as being a source of truth for when questions come up later.
Industry standards: I wanted to see how other e-commerce companies handle order tracking. Thankfully, since order tracking is very common, there were plenty of examples to pull inspo from - not to mention case studies from SaaS companies that I could investigate!
Many States for Every Order Status
I passed off a pretty massive file to developers with 48 frames for mobile alone. Each order status has several versions: collapsed, expanded logged out, and expanded logged in. Although tedious to create, this gives a logged out visitor as much visibility as we can.
Collapsed:
Expanded Logged Out:
Expanded Logged In:
Provide a Quick Preview on the Account Page
Shoppers want ease when finding their shipment status. To help, we added a preview on the Account page. The screenshot shows the 5 possible shipment status until the full delivery is complete. Most orders ship in a single shipment and most customers only have one order at a time. This means most users will only see one of these shipment statuses at a time.
All Shipment Statuses
For orders shipped in multiple shipments, we have multiple shipment statuses. The below images depict an example of one order being shipped in two different shipments.
For orders heading within a 50 mile radius, Scentsy offers warehouse pickup. The following images depict the two statuses: Ready for pickup, and Pickup complete.
A Closer Look at Shipment History
Shoppers can expand the shipment history as soon as a tracking number is created. We pull this data directly from the courier so shoppers no longer have to navigate to a third party site which allows them to stay on our site and (hopefully) continue shopping.
Quick Order Tracking
Added quick order tracking to the account page and a link in the footer to align with best practice.
