Turn Mishap into Opportunity: Design 404 pages to recover your sale

When someone on your website application gets a 404 page, and not what they want, there’s a good chance that this will leave them confused, frustrated and annoyed. Nobody likes it when they don’t get what they want. What should be done in such a situation? Turn this mishap into opportunity of course.

It’s kind of a damage control page. The visitors on your websites application are faced with disappointment and it’s an opportunity for you to deflect those feelings and offer a solution to let them know that you care enough to inspire positive feelings.

Follow the below mentioned steps to create custom 404 error page which can make your customer feel like you’re always there for them even though your content can’t be there:-

Keep them on your Website

Your 404 error page should ensure that the visitor is still on your website. This either will mean keeping your custom 404 error pages within your website template, complete, with precise top and footer navigation or ensure to include a logo if you create your custom page apart from standard template. And what difference a logo can make? A machine generated 404 page, a custom made page outside template of the website and a 404 message created inside a standard website template.

The last 2 options are viewed in a very different ways when we talk about 404 pages but it makes clear what website you are on. In the first option, there are no logo and no clues as well. Now it depends on you that what kind of experience you want your users to have.

By keeping 404 pages on your website would mean representing exactly what your business type and tone is, of every word and image you use. If you are a serious brand, keep it professional and straightforward. Say thank you and apologize, these also fall into brand voice codes. It’s up to you how much formality you need to allow with your brand.

Find Out What Happened

Help your visitors understand that why they are not able to find the page they were looking for. Tell them what happened, it can be done with your own spin but let them know that there was an error and this was the reason that they couldn’t find that particular page. Mention that the page is moved or because of the incorrect URL.

Prevent Back button

Visitors get surprised when they are expecting something else and they get another. It’s inescapable. Irrespective of whether it is annoying or surprising, this depends on your web designer and you. However these pages are rarely seen, so why not use the personality of the band to make sure the occurrence is a memorable and good way?

Using that personality of the business, engage the viewer visually by use of images. With the help of right image, you may become capable to convert you user’s inconvenient moment into quick and friendly one thus making them like you more.

Use headlines and body copy to give the feel of more humane. Sometimes it’s easier to accept an apology from a human than to accept an access denied remark.

Do not forget a moment when someone cracks joke and breaks tension at a party. This technique works well for 404 pages. No one likes being disappointed. Including an on page joke over your 404 page is a great way to break the tension of users not getting what they want tension.

Serve your Customers the Best Possible Way

Focus on your customers and everything else will fall in line. This is a sentence which holds deep seated truth. The visitor to your website lives in a cyber world where they have endless options, if they want any information for them. If your website displays a 404 error page they won’t be having an option but to head back and towards someone else to know that information. Unless you use your damage control page so as to offer resources which can help them identify what they are searching for or discover new options they never knew they needed.

Think about your viewers needs.

Make assumptions about what they are trying to achieve when they landed on the error page and offered links regarding help in achieving that job. This can save your sales and will turn disappointment into content also help keeping the bounce rate lower.

Add search box and link it to you website to make it easier for the visitors to find what they need on its own. Also make it convenient for them to contact you if they want.

Design you web design and development strategy that way.

Ask the customers regarding their needs and pour in the conversions

Always remember that your damage control page is an opportunity for you. Keep on doing it until it leads to conversion of channels. Always keep the customers at the preference but do not assume their happiness and conversions mutually exclusive. For example if your motive is lead generation, offer them a free demo page.

Send them the link you want them to open. Do not send them on a page where they get lost or get distracted. From this, you can increase sales in the top categories. Sometimes something goes wrong through the users end and sometimes because of hidden error of website. Ask them to send an error report. Ensure including a link which makes it easy for them to take necessary and relevant action.

About The Author

The article is written by Tanuja Dongre, associated with SureVin, one of the leading service providers of BPO, ITES, Skill Development services, Digital Solutions & Marketing, Data Enrichment & Management Service, Training solutions and HR Consultancy to our clients. With the right balance of technical expertise and vast industry knowledge, SureVin strives to create customer satisfaction considering the nature of work with an innovative approach maintaining integrity and confidentiality of the business.