Delivery tracking - T&W
Temple and Webster is an Australian online home and furniture retailer that offers a range of products from furniture and homeware to décor and outdoor accessories. The company's core belief is that everyone wants to live more beautifully and their vision is to make the world more beautiful, one room at a time.
The Challenge
Temple and Webster's track delivery page was in need of a redesign. The existing page did not effectively communicate the status of customers' orders, and often led customers to click through to courier websites for more information. This took customers away from the Temple and Webster website, reducing the likelihood of repeat purchases and overall engagement. Additionally, the existing page did not provide any incentives for customers to continue shopping or to explore additional products.
To redesign the track delivery page, user research was conducted to better understand customers' pain points and expectations. The research revealed that customers were looking for a clear and easy-to-understand status update on their orders, as well as additional recommendations for related products.
The objectives of the redesign were to:
- Improve the user experience of the track delivery page
- Increase customer engagement on the Temple and Webster website
- Reduce the number of customers clicking through to courier websites for tracking information
- Increase the likelihood of repeat purchases
- Loop customers into self help pages for delivery related queries to reduce the workload on customer service agents
Redesign Strategy:
The redesign strategy focused on improving the aesthetics and functionality of the track delivery page. The following changes were implemented:
- Delivery Diagram: A delivery diagram was added to the page to provide a visual representation of the status of the customer's parcel. This would help to better communicate the status of the order and reduced the need for customers to click through to courier websites for more information.
- Expandable Tracking Widget: An expandable tracking widget was added to the page to allow customers to view the most recent tracking update in a collapsed state and detailed tracking history in an expanded state. This would provide customers with a clear and easy-to-understand status update on their orders.
- Similar Items Carousel: A similar items carousel was added below the tracking widget section to show customers items that might go well with the item they have purchased and is listed on the item widget on the track delivery page. This would help to encourage customers to continue shopping on the Temple and Webster website.
- Promos: Customers were offered promos on the track delivery page to incentivize them to continue shopping on the Temple and Webster website. This would help to increase customer engagement and the likelihood of repeat purchases.
- FAQs Section: An FAQs section was added at the bottom of the page which had the top 4 queries that come to the delivery department. This helped customers to self-help and reduced the hours spent by customer service attending to these queries.
Target Audience:
The target audience for the redesigned track delivery page was primarily Millennials who are accustomed to purchasing everything online (fashion, travel, electrics, food, etc). Millennials are one of Temple and Webster's fastest-growing cohorts, and this generation increasingly enters the 35-55 age group.
Measuring Success:
The success of the redesigned track delivery page was measured using the following metrics:
- Click-through rate to courier websites: This metric will be used to determine whether the redesign has reduced the number of customers clicking through to courier websites for tracking information.
- Engagement rate: This metric will be used to determine whether the redesign has increased customer engagement on the Temple and Webster website.
- Conversion rate: This metric will be used to determine whether the redesign has increased the likelihood of repeat purchases.
- Customer feedback: Temple and Webster will also collected feedback from customers to understand their satisfaction with the redesigned track delivery page.
Conclusion:
The redesign of the Temple and Webster track delivery page aimed to provide customers with a more informative and engaging page that would encourage them to continue shopping. The redesign strategies included a delivery diagram, expandable tracking widget, similar items carousel, promos, and FAQs section. The success of the redesign will be measured using CTR, engagement rate, conversion rate, and customer satisfaction surveys. The redesign aimed to improve customer satisfaction and encourage customers to continue shopping on Temple and Webster.