Background
A leading UK courier handling hundreds of millions of deliveries annually recognised an untapped opportunity: their tracking page received massive traffic from highly engaged consumers, yet generated zero revenue. The team sought a partner to help monetise this valuable digital real estate without compromising customer experience.
Objective
The courier needed a solution that would:
- Generate meaningful revenue from existing traffic
- Avoid harming relationships with their retailer clients
- Maintain or improve customer satisfaction scores
- Integrate seamlessly without disrupting core tracking functionality
- Require minimal ongoing maintenance from their technical team
Solution
The courier partnered with Groovy to display relevant rewards to consumers on their tracking page. Understanding the sensitivity of the tracking page experience, they implemented a careful, data-driven rollout strategy.
Phased Implementation Approach
Phase 1: Initial Testing (10% of Traffic)
The team started conservatively, showing the rewards widget to just 10% of visitors. During this phase, they conducted rigorous testing across three key dimensions:
- Consumer Sentiment Analysis - Measured Net Promoter Score (NPS) and customer satisfaction with and without the rewards widget present
- Technical Performance Impact - Monitored page load times, click behaviour on core tracking elements, and overall site performance metrics
- Cannibalisation Assessment - Tracked whether the rewards widget affected engagement with other page elements or existing revenue streams
Phase 2: Gradual Expansion
Following successful initial results, the courier incrementally increased traffic allocation:
- 10% → 25% → 50% → 75% → 100%
At each stage, they validated:
- No degradation in customer satisfaction metrics
- Maintained page performance
- No negative impact on existing business metrics
Phase 3: Full Deployment
After completing comprehensive testing, the courier confidently scaled the rewards widget to 100% of web traffic.
Results
The implementation delivered exceptional outcomes:
Revenue Generation
- Annual Profit: Seven Figures - The courier now generates seven figure annual profit from their tracking page
- Current RPM (Revenue per 1,000 impressions): $10. This is expected to increase as the platform optimises offer relevancy and performance.
Operational Efficiency
- Zero Additional Headcount - The solution required no additional staff to maintain or optimise after initial implementation
- Seamless Integration - The iFrame implementation didn't interfere with existing tracking functionality or require ongoing technical resources
Customer Experience
- No Material Impact on Customer Experience - Comprehensive testing showed no material change in customer satisfaction scores
- Enhanced Value Proposition - Consumers gained access to relevant rewards and offers while checking their delivery status
Team Satisfaction
The courier's team were very happy with the partnership, noting:
- The careful, data-driven approach to rollout
- The passive revenue stream that required minimal ongoing work
- The ability to maintain brand standards while monetising effectively
Key Takeaways
This case demonstrates several critical insights for carriers considering tracking page monetisation:
- Gradual rollout minimises risk - Starting with 10% of traffic allows thorough validation before full deployment
- Testing should be comprehensive - Measuring consumer sentiment, technical impact, and cannibalisation provides confidence for expansion
- Tracking pages are valuable inventory - Even conservative monetisation approaches can generate seven-figure annual profits
- The right partner matters - Seamless integration and minimal maintenance requirements enable carriers to focus on core business
The Opportunity for Other Carriers
With 90%+ of tracking page visitors being confirmed e-commerce customers checking their delivery status multiple times, carriers sit on one of the most valuable, underutilised advertising inventories available. This case proves that with the right approach and partner, carriers can unlock substantial revenue without compromising customer experience.
