If you’re an owner of a website, why does this matter?
When a visitor lands on your 404 page, it means the server couldn’t locate the page they were trying to find and replaces the missing page with this message instead. It’s a common problem with websites as pages get accidentally removed or replaced. Although it’s costly and time-consuming to continually check for broken links, you can use 404 Error pages to your advantage. Here are 5 ways to show you how:1. Turn your 404 Error page into a search facility
To ensure that 404 Error page visitors don’t immediately bounce off your website, give them a reason to stay. If you insert a search box into the page and provide some friendly copy, you are opening the door back up again to your website and decreasing the bounce rate from the page. You can get even smarter by using Google analytics to capture data. Track what the most popular search terms are and where your visitors go. You can also populate the 404 Error page with direct links to those popular search terms.2. Turn your 404 Error page into a lead magnet
Offer an instant incentive to potential customers by filling your 404 Error page with a call to action. You’ll often see these as pop-ups on the page, but the incentive you use must be instantly accessible; for example, a downloadable newsletter or a white paper, in exchange for them leaving their email address.3. Offer coupons as exit intent
Offering a coupon or discount is a particularly good way of incentivising a potential customer. The idea of offering a coupon or discount to customers who are about to leave your site may entice them to stay, browse and even purchase! While the profit margin can sometimes be smaller, offers often stimulate repeat purchases from existing customers and attract new ones.4. Direct your visitors to products or the homepage
We know that 404 Error pages do not provide visitors with the content they are looking for, but you can still turn this into an opportunity to engage with them. Do not make this page look like your homepage – it needs to be used as a directional tool, otherwise, visitors will get confused. Good design and layout are essential and include some text about what your brand stands for. A clear link to your products or services will also hold their attention and steer them into your website.5. Make a lasting impression
Make your 404 page work for you. Keep the design and branding of the page consistent with that of your website and use appealing imagery. You want the visitor to understand they have found the page in error, gently guiding them back into the website. Use text that is sympathetic, for example: ‘Oops! We’re sorry but you’ve landed on this page in error. You can fix it by clicking the Fix It button’ and display a prominent button.In conclusion, use your 404 Error page to your advantage. Reinforce your brand and take the visitors who land on that page on a journey into your website.