Engagement
engagement
Make your 404 page a destination
Add content to your 404 page to engage lost users - such as giving them something of value, a CTA or a free asset to download.
Effort
Impact
Credit:
Paypal
How to use this idea
Read our guide on what, why and how to implement
What is it?
Take a look at your existing 404 page and consider what improvements you could make. Take a look at your existing library of content and think about what would be most relevant and useful.
Also, use your analytics: if there’s a specific part of the journey where users keep 404’ing, it may be that a backlink or internal link is broken and a fix is required - you can either fix the broken internal Iink, add a redirect to go from the incorrect URL to a correct URL, or create a new page that exists at that URL.
Why this works
404 pages are typically neglected and rarely seen as a source of value. By adding valuable content, this often frustrating-inducing page could be repurposed as something positive for users. Turn a negative moment into a positive one.
Things to consider
As well as offering additional value, remember to clearly communicate that this is a 404 page and that the user’s requested page could not be found, to avoid confusion.
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