What is an Order-Tracking Timeline?

An order-tracking timeline is a visual representation of an order’s journey from placement to delivery. It displays key milestones chronologically, giving customers a clear overview of their order status. By presenting information in an intuitive timeline format, retailers can improve transparency, reduce customer inquiries, and boost satisfaction.

Key Features of an Effective Order-Tracking Timeline

To provide maximum value to customers, an order-tracking timeline should include:

1. Real-time updates: Timelines should refresh automatically to show the latest order status as soon as new information is available.

2. Detailed milestones: Each significant event in the order’s journey should appear on the timeline, such as order processing, shipment, and out for delivery statuses.

3. Estimated delivery dates: Displaying anticipated arrival times manages customer expectations and helps them plan ahead.

4. Shipment tracking numbers: Including carrier tracking numbers allows customers to check status directly with shipping providers for added peace of mind.

5. Mobile-friendly design: With many shoppers tracking orders on the go, timelines must display properly on any screen size.

Benefits of Implementing an Order-Tracking Timeline

Improved Customer Experience

The primary advantage of order-tracking timelines is the enhanced customer experience they provide. With information presented clearly in chronological order, shoppers can understand their order status at a glance without sifting through emails, logging into accounts, or contacting customer service.

This self-service model empowers customers to answer their own questions, reducing frustration and increasing satisfaction. Happy customers become loyal brand advocates more likely to make repeat purchases.

Increased Operational Efficiency

In addition to improving the customer experience, order-tracking timelines benefit retailers by streamlining operations. When customers have the information they need at their fingertips, they’re less likely to contact customer support with order status inquiries.

Fewer information requests means support staff can focus on addressing more complex issues and revenue-generating activities. Over time, this allows retailers to handle higher order volumes with leaner support teams.

Proactive Issue Resolution

Order-tracking timelines also help retailers spot and resolve fulfillment issues proactively. For example, if an order is stalled at a particular milestone longer than usual, the timeline visually alerts staff to investigate and intervene before the delay escalates into a customer complaint.

Identifying and correcting problems early minimizes the impact on the customer experience. In some cases, the customer may never even realize there was an issue.

Implementing an Order-Tracking Timeline

Choose the Right Technology Partner

The first step in implementing an order-tracking timeline is selecting a technology provider with a proven track record of deploying successful solutions for retailers of similar size and complexity. Consider providers that offer:

• Turnkey timeline widgets that can be easily embedded into e-commerce sites and branded to match the look and feel
• Pre-built integrations with major e-commerce platforms, order management systems, and shipping carriers to enable real-time data syncing
• Flexibility to customize the timeline as business needs evolve

Leading order-tracking solutions include Narvar, AfterShip, and ParcelLab. The comparison table below provides an overview of key features:

Provider	Real-time updates	Branded widget	Pre-built integrations
Narvar	Yes	Yes	500+
AfterShip	Yes	Yes	430+
ParcelLab	Yes	Yes	150+

Integrate Data Feeds

Once you’ve selected a technology partner, the next step is integrating the relevant data feeds to power your timeline. You’ll need to sync information from your:

• E-commerce platform (e.g. Shopify, Magento)
• Order management system
• Shipping carriers
• Customer communication touchpoints (e.g. confirmation emails)

Most providers offer plug-and-play connectors and APIs to make integration seamless. Depending on your setup’s complexity, you may be able to complete the process in-house, or you may benefit from engaging the provider’s professional services team or a certified systems integration partner.

Design the Ideal Customer Experience

With your data integrations in place, you can focus on optimizing the timeline experience. Gather key stakeholders from marketing, customer service, and IT to align on goals and map out the ideal customer journey.

Questions to consider include:

• What key milestones will we display?
• How will we communicate unexpected issues?
• What brand standards must the widget adhere to?
• How will we drive traffic to the timeline?
• What metrics will we track and optimize against?

Document your decisions to guide implementation and keep everyone aligned. Be sure to test the experience thoroughly before rolling it out to real customers.

Promote Awareness and Adoption

To maximize the value of your order-tracking timeline, you’ll need to make customers aware of it and encourage adoption. Some effective promotion tactics include:

• Featuring access prominently throughout the purchase funnel
• Linking to it in order confirmation emails and SMS
• Highlighting it on your customer service portal
• Directing support staff to refer customers to it proactively

Over time, customers will come to rely on your timeline as their go-to source for order information.

Measuring the Impact of Your Order-Tracking Timeline

As with any customer experience investment, it’s important to measure the performance of your order-tracking timeline to quantify its value and identify opportunities for optimization. Key metrics to track include:

• Timeline views: How many customers are accessing the timeline per order? A high view rate indicates the feature is visible and useful.

• WISMO rate: The “where is my order” rate measures the number of order status inquiries per order. If your WISMO rate decreases after timeline implementation, the self-service experience is successfully deflecting contacts.

• Customer satisfaction: Use post-purchase surveys to gauge how the timeline impacts overall customer satisfaction and net promoter score. Satisfied customers drive long-term revenue.

• Repeat purchase rate: Analyze the purchasing behavior of customers who use the timeline feature heavily. If they exhibit higher repurchase rates than the average customer, the timeline is fostering loyalty.

Share performance metrics widely within your organization to secure ongoing support and investment in your timeline experience. Incorporate customer feedback and operational insights to continually optimize performance.

The Future of Order-Tracking Timelines

As technology advances and customer expectations evolve, order-tracking timelines will become even more sophisticated. Emerging capabilities to watch include:

Predictive Insights

Artificial intelligence and machine learning will enable timelines to predict potential delays and proactively communicate them to customers. By setting expectations early, retailers can mitigate frustration and maintain trust.

Real-World Context

Overlaying real-world data like weather and traffic conditions can provide customers valuable context about shipment status. For example, surfacing a severe weather alert can reassure an anxious customer that a delayed package is the result of forces beyond the retailer’s control.

Augmented Reality

Innovative retailers are exploring the use of augmented reality to gamify and enrich the order tracking experience. Imagine visualizing a product’s journey on a 3D globe or getting an alert that a delivery drone is approaching your house. The possibilities are endless.

Those who embrace these cutting-edge capabilities will be well-positioned to delight customers and differentiate their brands.

Frequently Asked Questions

How much does it cost to implement an order-tracking timeline?

Implementation costs vary based on your specific requirements and technology stack. Most providers offer a range of pricing plans to suit different needs. Expect to pay a one-time setup fee plus a monthly subscription based on your order volume.

How long does it take to get a timeline up and running?

Again, timelines vary, but most retailers can implement a basic timeline within 4-6 weeks. More complex implementations may take several months. Work with your provider to develop a realistic project plan.

Will an order-tracking timeline work with my existing systems?

Most leading timeline providers offer pre-built integrations with popular e-commerce platforms, order management systems, and shipping carriers. If you have custom systems, you may need to build integrations using the provider’s API. Consult with your IT team to assess feasibility.

How do I choose the right provider?

Look for providers with experience serving retailers with similar needs. Consider their technology’s scalability, flexibility, and ease of use. Ask for references and demo the product thoroughly before signing a contract.

What if something goes wrong with my timeline?

Partner with a provider that offers reliable support to help you quickly triage any issues. Have a communication plan in place to notify customers of any timeline disruptions and direct them to alternate information sources until the issue is resolved.

Conclusion

An order-tracking timeline is a must-have capability for any retailer serious about delivering a world-class post-purchase experience. By presenting order information in an intuitive, visual format, timelines empower customers to self-serve while reducing support costs. As timelines grow smarter, they’ll become an even more powerful differentiator.

To remain competitive, retailers must embrace this technology and commit to continuous optimization. The winners will be those who see the timeline not as a one-time project but as an evolving platform for customer engagement and innovation.