There are times when we browse the Internet, we encounter an unavoidable scenario where the link to certain pages ends up being a dead end. So you have to go back, close the tab, or open a different website instead. If you happen to own the website, you don’t want that to happen. Once your web visitor goes away, they may never come back.
When it comes to website page optimization, you always want users to stay for as long as possible so you can convert them from casual visitors to actual paying customers. Seeing the dreaded “Error 404: Page Not Found” is the worst thing when it comes to conversion. When the desired destination is out of reach, you will see bounce rates going up and these users end up visiting your competitors instead.
Let’s face it, it happens more often that the link you click can break the entire navigation flow of any website. As for marketers, it also breaks their conversion flow too! Why not turn the confusion of the error 404 page into an opportunity, something that will bring your visitors to the right destination? Don’t worry, we have some useful tips in store for you!
This type of page is something that can be seen as a problem and an opportunity at the same time. Essentially, an error 404 page is a standard HTTP response code indicating that the server couldn’t find the requested webpage. It’s like knocking on a door only to find out that no one is home.
But why do users encounter them in the first place?
The reasons are as varied as the web itself. Sometimes, it’s a simple matter of a mistyped URL or an outdated link that leads users astray. Other times, it could be due to website restructuring, content removal, or server issues.
Despite your best efforts, every website has the potential to send its visitors to a 404 error page. For example, a user may share a link but accidentally mix up the URL. The recipient ends up on a page that doesn’t exist, and then simply clicks away without attempting to look for the proper link. Additionally, external factors such as broken links from third-party websites or search engine indexing errors can also contribute to the prevalence of these error pages.
However, the problem can also be internal, since even your website is not error-proof. Whether it’s putting a wrong link or forgetting to purge links that no longer exist, you have to continuously look for these possibilities. The good news? There are steps you can take to optimize your 404 not found page.
Despite its seemingly negative connotations, the error 404 page plays a significant role in web browsing. It serves as a digital signpost, indicating to users that they’ve reached a dead end in their online journey. But it doesn’t have to be that way if you come to think of it. It is a blank canvas upon which brands can leave a lasting impression and guide users back on track.
In any online user experience, every encounter counts, even those seemingly inconsequential ones like landing on an error 404 page. Optimizing these pages isn’t merely fixing a technical glitch, it's about transforming these potential stumbling blocks into a strategic opportunity to enhance user engagement and foster long-term customer relationships.
Here are the reasons why it's important to optimize these pages:
An optimized page can serve as a subtle yet effective platform for showcasing your products or services. By strategically incorporating relevant product recommendations and featured offerings, your brand can capitalize on the attention of users who have encountered a dead end. While they may not be looking for these specific items, this approach provides the possibility of an impulse buy by luring them with captivating images and must-try promotions.
User-generated content such as reviews and testimonials can instill trust and credibility in your brand. Leveraging this page to showcase what people say about your brand can reassure users and encourage them to explore further despite encountering an error. Bear in mind that users are naturally frustrated when they land on 404 pages as they don’t find what they are looking for. When your potential customers are annoyed, they are more unlikely to buy anything you’re selling. But we can always lessen the sting by showcasing favorable customer reviews and helping them get to the page they want to see.
When you optimize your error 404 page, you have the opportunity to turn lost visitors into potential customers. By offering enticing incentives such as exclusive discounts or promotions, businesses can entice users to explore further and potentially convert into paying customers. You can start with an apology but it would be better to spin it differently by offering a way for potential customers to get in contact with you or offer a free demo of your product or service. Just a one-line hook will do. Ask them to submit their email address in exchange for something of value. That way, you will have more people on your email list for your future outreach campaign.
Having a dead link may not be a good impression at all but as mentioned earlier, you can spin it in a way that makes a bad situation better. Try to infuse creativity and personality in your visitors by reinforcing brand identity and fostering a positive perception - try to make them laugh if you can’t make them stay. Make a joke at your expense by making a funny video memorable or you may make the page something that sticks in their minds. The next time they stumble upon your content, chances are they’ll remember the positive impact your funny 404 page had on them. Who knows, they might come back and visit your website again.
Make this page a helpful signpost that guides users back on track. Make sure to include clear navigation aids, search functionality, or links to relevant content that can help users find what they are looking for and continue their journey seamlessly. You may not know exactly what your visitors are looking for, but you can use the data collected from your CRM and analytics tools to create common search terms that can help inform your 404-page design.
Value-added content such as informative articles, guides, or resources can transform a bland 404 page from a source of frustration to a valuable destination. By providing helpful and relevant content, businesses can demonstrate their expertise and commitment to customer satisfaction. People may not like pop-ups but if you provide a discount code before they leave, you can convince them to make a trip back to your homepage to find what they were originally looking for.
Complexity breeds confusion, especially for error 404 pages. Keeping the design and messaging of these pages simple and straightforward ensures that users can quickly understand the situation and navigate toward a solution without unnecessary friction. Make sure to provide a potential path to help solve the problem. Make it easy to understand since most users won’t read it anyway. Streamline your apology and then add some relevant links to your site.
Engaging elements such as interactive features, quizzes, or polls can transform the page into a more memorable experience. By encouraging user participation and interaction, brands can prolong engagement and mitigate the negative impact of encountering an error. By making it fun, some brands have experimented with mini video games to give visitors a few minutes of fun and then provide links to other content. It’s a positive spin on an otherwise negative experience.
Just like other website pages, you have to optimize with the right keywords. Although no one wants to be in a dead end, the 404 page can double as a landing page that will drive search engine visibility, attract organic traffic, and bring users to other pages of your website. By strategically incorporating keywords related to your products or services, businesses can increase the likelihood of users discovering alternative content or offerings.
When you integrate social media elements, such as sharing buttons or feeds, you can extend the reach of the 404 page beyond the confines of the website. It also means that you're encouraging users to share their experience or connect with the brand on social media so that engagement is amplified and a sense of community is fostered. It also presents an opportunity to connect with your target audience on a deeper level by offering genuine assistance or support.
Optimizing an error 404 page is more than just fixing a broken link - it’s about transforming a potential setback into an opportunity to enhance user experience and retention. Here are some detailed strategies to optimize these pages to ensure they serve as effective touchpoints rather than dead ends:
Want to know more about some successful implementations of optimized Error 404 pages? Here are some brands that transformed these supposed dead ends into something special - whether it's converting users or making them laugh and smile.
Brands don’t want their users to leave the website so why not add a lead magnet on this page? So whenever someone reaches a dead end, there is an opportunity to convert. OptinMonster offers free downloadable content in the form of a marketing lesson, where it asks for the user’s name and email address.
When it comes to creativity, there is no doubt that the Pixar website has a lot of interesting content to see. Even their 404 page hits right into your soft spot. It may not be designed to convert, but it surely aims to make you smile. That’s the whole point of it.
Although it works the same way as the aforementioned Pixar page, Disney’s 404 would redirect you to the localized portal. It adds a search bar that allows you to search for more information that you may have missed out on. Unlike the static pages, it has animated GIFs that show the title character from the hit movie Ralph Breaks the Internet.
The streaming platform doesn’t want to let you go just yet as it asks new users to start a free trial on their platform. It’s an ingenious way to get new sign-ups. What could be a better consolation prize for clicking a broken link?
When you’re collaborating with people online, it can be frustrating when you end up on a dead link. Slack showcases an animated side-scrolling panoramic background that keeps the user engaged a little longer. It also provides a link that takes users back to the Help Center
When someone screws up, they should be in big trouble, right? Well, the Email Center has brought this thing to a whole new level in a humorous way. They transformed the page into a blame game where users can choose who takes the heat for the error. What makes it interesting is that they are more apologetic about the issue and even say their personnel want to keep their job.
Who would have thought that you could turn a page into a 3D physics game? Well, this French educational consultancy has gamified its error page. When you end up on that page, the cursor will become a cube that you can use to knock out other cubes and 3D objects on the page.
Let’s face it, no one wants to land on a dead link. But that doesn’t stop you from making your website more interesting and engaging. Just take these pages as an opportunity to convert people unconventionally. It may not be as good as your landing page but it should be something that would help people find what they are looking for.
At Swarna, we understand that user experience plays an important role in the success of your online presence.
That's why we specialize in optimizing every aspect of your digital footprint, including the often-overlooked Error 404 pages.
Our SEO and content prowess isn't magic, but it's as close as it gets here at Swarna!
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