The Hidden Post-Purchase Tool That Boosts Revenue 10% | Why Bad Tracking Hurts CX, How Tracking Upsells Boost Sales, How Smart Tracking Emails Drive Revenue, What Basic Tweaks Add 3%, Why Full Optimization Adds 8–10% (#443)

In this episode, we dive into how to turn order tracking from a common customer service headache into a powerful engine for repeat sales and revenue growth. 

Andrey, founder of parcelous.com, shares the major mistakes online sellers make after an order is placed and how a branded tracking page can solve customer frustration while simultaneously generating up to 10% more revenue. 

He reveals strategies for seamless integration, overcoming international shipping complexities, and using smart email notifications to drive upselling.

Topics discussed in this episode:  

• Why neglecting post-purchase attention loses golden revenue opportunities. 
• What messy international tracking does to ruin the customer experience. 
• How a tracking page's upselling block generates additional revenue. 
• What smart email notifications do to boost revenue via Klaviyo integration. 
• How Parcelous finds every possible carrier for multi-country shipments. 
• Why optimization can lead to up to 8-10% in additional revenue. 
• How dropshippers can hide Chinese origin and carrier statuses. 
• What custom statuses do to keep customers calm during shipping delays. 
  
  

Links & Resources 

Website: https://www.parcelous.com/
Shopify App Store: https://apps.shopify.com/parcelous

Get access to more free resources by visiting the show notes at https://tinyurl.com/544yfzy4

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Transcript

00;00;00;13 - 00;00;28;24
Unknown
What's the biggest mistake online sellers make once an order is placed? Well, I would say that they. Hello and welcome to another episode of the E-commerce Coffee Break podcast. Today we're diving into something most merchants completely overlook. Order tracking done right. Tracking can keep customers happy, slash support tickets, and even drive repeat sales. To find out more about how best practices and tracking can be implemented in your business, I'm joined today by André.

00;00;28;26 - 00;00;50;19
Unknown
Is the founder of Purcell's Shopify app to transport in tracking pages into branded revenue boosting tools. We have a lot to cover. So let's get started. André, welcome to the show. Hi there. Thanks for having me. André What's the biggest mistake online sellers make once an order is placed? Well, I would say that they are. Some of them tend to neglect what happens next.

00;00;50;22 - 00;01;19;09
Unknown
So I've talked with a lot of merchants who basically don't care where their customers will track their orders, like they've given them a tracking number and they just direct them to the carrier's website. For example, if there's a USPS strike number or they just say, like, go to the USPS website and track it there. But by doing that, they actually lose customers attention after they made they made a purchase.

00;01;19;11 - 00;01;44;26
Unknown
And this is very valuable. So because of this is like already your client, This is a hot, hot audience, so to speak, and this is a golden opportunity to grab more revenue. Totally. I can totally relate to that. I'm an online shop by myself and I have run a store for many, many years. Yes. And tracking is always a bit of a oversight at the end of the day.

00;01;44;28 - 00;02;22;22
Unknown
So it can be also very messy from a from a merchants perspective. As you mentioned, there might be multiple services involved and you never know what a tracking is coming from. How can a message tracking ruin the customer experience? Well, for example, if you're a drop shipper and let's say you are selling in the U.S., what often happens is when you receive a tracking number from China post, for example, when the package gets moved to the U.S., it often goes through some European countries.

00;02;22;24 - 00;02;45;11
Unknown
And during this period, the package may be assigned with a new tracking number. For example, like the Netherlands Post or Belgium Post or something like this, and the tracking number. Now this second tracking number has to be picked up as well. And for a customer, it's like it's a huge hassle. So first they have to go to the China Post website.

00;02;45;12 - 00;03;06;27
Unknown
They have to like, search for the English version of it, then fetch the second tracking number, go to the Netherlands post. And after that due to the USPS website and so on and so on. And it would be very convenient for a customer to see this track and therefore all in one place. And that's basically what we do.

00;03;07;00 - 00;03;31;29
Unknown
Mm hmm. Now, where's my order? Is probably one of the most asked questions in customer support anyway. A good tracking system is more than just check my order tool. And you have come up with a solution to also generate more revenue, generate more customer loyalty. How do you do this? How does it work? So what we do is first we have an upsell instruction on the order tracking page.

00;03;32;00 - 00;04;01;18
Unknown
So when when you install our app, an order tracking page is automatically created at your store. That's that's the one benefit. And you, you may go into upsell in the settings section, your app and select the certain products to show there. So when a customer tracks their order at this page, they see some other products at your store, like some you may name it something like you may also like those products, stuff like that.

00;04;01;21 - 00;04;38;29
Unknown
And they're obviously more likely to buy there because if they bought something from you, it means that they already like the products and so on and so on. And on top of that, we have smart email notifications. So for example, when the order of the order moves, our system automatically picks up in the background, the new updates and where when there are some some updates, it actually sends an email notification to the customer through our Klaviyo integration.

00;04;39;01 - 00;05;02;17
Unknown
And you may also put some some ads in the email itself. So on top of the links to the tracking page, it also it also generates additional revenue. That's very smart. I mean, you get the information about the tracking on the way and then you get another product showing that might actually work with the product that you just ordered.

00;05;02;18 - 00;05;23;15
Unknown
So very smart move there. Now, for Shopify, Emotions, they might be interested in how to implement this into their store. Talk me through and how does that work? Yeah, so basically you install the app. It's called Bacillus. It's on the App Store. When you install it, the tracking page is already there. As I said, and you just go through through our onboarding section.

00;05;23;15 - 00;05;47;28
Unknown
It's right on the dashboard and it explains very clearly what to what to do next and how to do this. It's very intuitive. Our clever integration is connected to to your Klaviyo account via just one click. So it's you won't have to dig through like API keys or something like this to just, you just push one button and that's it.

00;05;48;01 - 00;06;13;24
Unknown
And, and yeah, that's basically it. You will also have to create Klaviyo flows, which will be triggered by our events that we push the query. But our customer segment managers are more than willing to set it up for you, like from scratch, like full, full onboarding can be done for you if you want to. Mm hmm. I want to take one step back and go a little bit more into into carriers.

00;06;13;26 - 00;06;41;28
Unknown
So obviously, there's hundreds and hundreds of carriers out there. How do you pull the information from these carriers into the store and then to decline to the customer? Mm hmm. So what we do is we we have a lot of patterns that tracking numbers may match. And when we see that a certain tracking number matches certain carriers, we fetch, we try to fetch the tracking information from all of them.

00;06;42;00 - 00;07;10;19
Unknown
And whichever gives us the tracking info, we see that, aha. This is this baggage handler where this carrier next when when the package, for example, moves to the next country, we also pick up every carrier in this country and also try to fetch the tracking info from them. And this way we we get the tracking info from every possible carrier that can let me handle this baggage, some tracking system, all the systems out there.

00;07;10;26 - 00;07;41;26
Unknown
They just check two carriers like the origin Country one and the destination country. But we we search for every possible carrier that matches the tracking number better. Mm hmm. One question comes to mind is some products might come from different carriers than other products. How do you link a product through the order to the right carrier? Well, that's just that's just how how a track number matches our our patterns.

00;07;41;27 - 00;08;19;26
Unknown
So we through the years of our work, we we have amassed a lot of different track numbers and a lot of different patterns that they match. And yes, so sometimes we may check like ten different carriers and only like two of them have the info and that's okay. We are more than happy to, uh, to dedicate more of our resources like servers and stuff like that to our infrastructure to, to go above and beyond to check more and needed then to to miss something.

00;08;19;28 - 00;08;52;12
Unknown
Mm hmm. Let's talk a little bit about results. Can you share any kind of customer experiences of your customers, what kind of results they saw once it was implemented? Yeah, exactly. As I've said, the Clearview integration is like the main revenue generating tool, even even if we don't optimize it. So sometimes we just we just use the basic setup independent of merchants, traffic products, customers and so on.

00;08;52;15 - 00;09;24;06
Unknown
At the very least, we see like a couple of percent uptick in revenue. So for example, if your store makes like $30,000 per month in revenue, it's already like 5 to $600 additional revenue. And when we do some optimization, like we would play around with different products, different ads in the in the emails and then notification emails like we we try it with the different stores, different merchants, like they have different kinds of traffic and so on.

00;09;24;09 - 00;09;48;21
Unknown
And in some cases we even see like from, from 8 to 10% revenue uptick. And that's huge, obviously. Yeah, that's, that's huge. And that is money that's just there on the table. So that's a it's easy when low hanging fruit. Yeah. Now, obviously you can implement the tracking page into your store, in your branding, in your design. Talk me through the whole onboarding process.

00;09;48;25 - 00;10;22;02
Unknown
What steps are involved, How long does it take? How does my day to day life look with your app? Mm hmm. Yeah, exactly. We have everything customizable. You may change the layout of the page, change colors, change like fonts and stuff like this. You may also have, like, additional banners, additional texts, and so on. We may even if you want to even play around with some custom sizes, to customize a page even further.

00;10;22;04 - 00;10;50;05
Unknown
Well, the basic setup may take him somewhere around maybe 10 to 15 minutes, but some some advanced setup may take some some more time. But as I said, like our customer success managers are more than willing to help you with this. And yeah, after this, once everything is set up, there's not much else to do. Like you may just visit the app once in a while to see the stats.

00;10;50;09 - 00;11;14;08
Unknown
Like we have very detailed stats usage stats and you will see, for example, how much of your shipments are delivered in transit and stuff like this. Out for the look out for delivery. So yeah, you may just visit the app once in a while to check stat status of your shipments. Mm hmm. Is it once in a while?

00;11;14;08 - 00;11;43;06
Unknown
Do I get updates from the app as a merchant as well through email? You you may. You may. But we don't sell any additional we don't send in additional notifications to merchants. For example, something like once, once in the week or once in the month tracking stats. But if you if you want something like this, we can do it for you specifically.

00;11;43;09 - 00;12;07;27
Unknown
No problem. Okay. So customization of the app for merchants is definitely something that is possible. That's always good. Absolutely. Absolutely. And and and if you want something else, like if you have some feature request, for example, we we may also do that, especially if it's if it's not something huge, that's nothing too complicated. We may implement it like maybe within a week or so.

00;12;07;28 - 00;12;29;28
Unknown
So. Yeah. Mm hmm. Mm hmm. Okay. Perfect. Is there anything from your experience that you would put on the tracking page in regards of information that goes further, like, I don't know, fake news or something like that? What's what's the best strategy to keep the customer really informed of what the process is? Yeah, I've seen some merchants are doing this.

00;12;30;00 - 00;13;01;16
Unknown
They're placing the as you told, as you said, some kind of fake U.S. They're they some some of them may explain a little bit like this is the page where you can track your order like which a tracking number and the form above stuff like this. But yeah, maybe a little explanation is feasible there, but I think it's not that important since the customer will pretty much figure it out by themselves.

00;13;01;23 - 00;13;27;27
Unknown
Mm hmm. Tell me about your pricing structure. How do you charge for those? Well, our pricing depends on on your volume. So, for example, if you are under 50 orders per month, the app is free for you. You know, we don't charge for that. Yeah. And the more the more volume you have, the more we charge. And also some some of the features are available on the more expensive plans.

00;13;27;27 - 00;13;57;00
Unknown
So, for example, our Klaviyo integration is available only at the advanced 1500 plan, which is 2999. But even if you have less than 1500 orders per month, it may be feasible for you to to to jump on this plan. Since the emulsification steer clear of use such a powerful function and it drives revenue, as you've said beautifully, which is already there, it's like you're leaving the money on the table if you don't use it.

00;13;57;02 - 00;14;25;29
Unknown
So yeah, it may be profitable for you to jump on this plan, even if your volume is lower than 1500 per month. I think having Klaviyo and I'm not related to you in any kind of form, but not having Klaviyo as a Shopify merchant would be just stupid. Clearview is such a tight integration and it gives you so many features specifically, as you said, once you use this features together with your app, there is just money on the table that you can easily grab before our coffee break comes to an end.

00;14;25;29 - 00;15;07;11
Unknown
Today's Anything you want to share with our listeners that we haven't covered yet. I may share a couple of other features that we have that may be sometimes overlooked by merchants and sometimes you may want it, but you don't even know if it's possible or not. So one of our features is customer status. This is very usable. If you, for example, ship well often from China, and sometimes it takes three or four days for the ship company for some Chinese carrier to even start to process the package.

00;15;07;13 - 00;15;28;20
Unknown
And during those three, three or four days, there will be no tracking info and the customer may get a little bit upset. And what we do is you may create several custom statuses which will be displayed. For example, a day after the order was placed, two days after the order was placed, and so on and so on and so customizable of course.

00;15;28;23 - 00;15;57;22
Unknown
And those status may say like or are accepted or shipped or processed or whatever. So a customer sees every day that a new tracking status appears and it keeps them like calm and they don't worry so much about and especially they may be usable for drop shippers who maybe don't want to don't want to show that their package comes from China.

00;15;57;25 - 00;16;20;11
Unknown
We also have a bunch of shippers for batch of features, drop shippers, for example. We may hide the Chinese origin of a package. You may even completely hide the tracking statuses that come from Chinese carriers. And those two features can actually work together. You may complete this trip the Chinese status from the tracking info and replace them with your own customer statuses.

00;16;20;13 - 00;16;43;00
Unknown
And it basically gives sort of a white label feeling to your service. I think it's a great feature. I remember my dropshipping times there was often this problem that the carrier or that the merchant just took a just before they were sending this out. And then you already had complaints. Where is my packet? That's that's a great feature.

00;16;43;01 - 00;17;04;25
Unknown
I really love this and I think a lot of our listeners will love this as well. Definitely something to try out too. Andrew Before we come to an end today, where can people go and find out more about Marcellus? Well, obviously we have the app is listed on the Shopify App Store, but we also have a website which is by itself a package tracking engine, so to speak.

00;17;05;02 - 00;17;26;21
Unknown
So you can track any of it or package the website and whatever you see on the website, which will also be displayed in the in the app. If you will track, for example, your order with this track number in the app. But yeah, the main, the main description of the app for Shopify is locator, the Shopify is App Store.

00;17;26;21 - 00;17;53;07
Unknown
So it's, it's there. And we also recently received a built for Shopify page. So I think a lot of Shopify merchants would know that this is a kind of quality, you know, quite exciting, so to speak. Yeah, definitely. I will put all the links in the show notes to the App Store. So again, we'll be just one click away.

00;17;53;10 - 00;18;10;24
Unknown
And with your free offer, I think that's a no brainer to check it out for our listeners. I think as we mentioned before, it's a it's a no brainer. There's just money on the table that you can grow there. Having the right tracking app and then doing an upsell through that. Andrew, thanks so much for your time today.

00;18;10;25 - 00;18;16;17
Unknown
I hope a lot of people reach out to you and hope to hear from you soon. Thanks so much. Thank you for having me.