Every part of the journey can make (or break) a customer’s journey across your page.
One particular part of the journey has traditionally been known to break it because, well, the link itself is broken.
The 404 Page used to be a place where dreams went to die, but now it is a place where users can engage with brands, get useful redirection, and ultimately redeem the user experience.
What is a 404 page?
A 404 Page is a landing page or web page coded to appear when a user tries to access a URL that cannot be found on the server. This typically occurs when a page has been moved or deleted, if the user mistypes the URL, or if the link is broken. Instead of leaving users stranded, a 404 page guides them back to functional areas of the website.
Best Practices for 404 Design
There are two ways to approach a great 404 error page design: the bare bones page and the elaborate, customer-experience-driven one.
Either way, a well-designed 404 page (simple or elaborate) should prioritize user experience and brand engagement, an error message in your brand tone of voice (TOV) that acknowledges the user’s frustration, and offer some helpful site redirection.
Fundamental elements should include intuitive navigation, links to related content, and a convenient search bar. The page should be part of your brand experience and include elements like logos and color schemes, along with a touch of brand personality, humor, or creativity.
What Your 404 Page Should Include
A great 404 Page can turn an annoying, kind of negative experience into a positive one, which is ultimately how 404 pages can help businesses retain users, reduce bounce rates, and even enhance brand loyalty. It should also contain elements that guarantee it is both functional and user-friendly:
Clear Error Message: Inform the user (in your brand TOV and with a little oomph) that the page they are looking for cannot be found. It should feel clear, understandable, apologetic, and friendly.
Navigation Links: Provide links to the homepage, popular pages, related content, or a site map that can help redirect users to what they’re looking for
Search Bar: Including a search bar allows users to take charge and quickly find the content they originally sought.
Contact Information: Offer a way for users to report the error or seek further assistance, such as an email address or contact form.
Things to Avoid in a Great 404 Page
For all the things you can do RIGHT when designing your 404 Page, there are a few ways to get it really (sometimes really) wrong. Here are five things to avoid when creating your page:
1. Don’t Blame the User:
Avoid making users feel like they did something wrong by using language that implies user error.
2. Don’t Use Technical Jargon:
Don’t confuse users with technical terms. Keep the language simple and user-friendly.
3. Don’t Leave Users Stranded:
Remember to provide navigation options. Leaving users with no way to find other parts of your site can increase bounce rates and annoyance.
4. Don’t Ignore Mobile Users:
Don’t forget to optimize your 404 page for mobile devices. Ensure it’s equally responsive and functional on all screen sizes.
5. Don’t Overcomplicate the Design:
Don’t make the page too busy or cluttered. A clean, simple, and well-branded design is more effective and user-friendly.
How to Design a Custom 404 Error Page in 6 Steps
Designing a custom 404 error page isn’t hard and involves a few key steps to ensure it meets both functional and aesthetic standards. Here’s a step-by-step guide:
1. Identify the Goals:
Determine what you want to achieve. Is the primary goal to guide users back to your site, to collect feedback, or to entertain and retain visitors?
2. Create a Wireframe:
Sketch out a basic layout for your 404 page. Include key elements like the error message, navigation links, search bar, and contact information. Make sure it’s easy to follow and makes sense with the flow of your customer journey.
3. Design the Page:
Use your website’s design elements to create a visually cohesive page. The design should be clean and user-friendly.
4. Write the Content:
Craft a clear and friendly error message. Make sure to use a little personality and to engage your user. Include a brief explanation of why the error occurred, how users can find what they need, and provide the appropriate links.
5. Test the Page:
Before making the 404 page live, test it on different devices and browsers to ensure it looks and functions correctly on both desktop and mobile. Check all links and search functions to ensure they work and get it right (the second time!).
6. Monitor and Update:
Once your 404 page is live, monitor its performance through analytics. Look for patterns in how users are arriving at the page and make adjustments as needed.
All in all, a great 404 error page provides a unique opportunity to turn around a dead end in your user experience. It should inform users of the error, help them find what they need, keep them engaged with your site, enhance the user experience, maintain SEO performance, and improve your website’s overall effectiveness.
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