{"id":48717,"date":"2021-02-05T16:59:39","date_gmt":"2021-02-06T00:59:39","guid":{"rendered":"\/us\/en\/blog\/?p=48717"},"modified":"2022-12-30T07:16:20","modified_gmt":"2022-12-30T15:16:20","slug":"how-to-use-404-pages-to-engage-customers-and-generate-leads","status":"publish","type":"post","link":"\/us\/en\/blog\/how-to-use-404-pages-to-engage-customers-and-generate-leads\/","title":{"rendered":"How to use 404 pages to engage customers and generate leads"},"content":{"rendered":"<p><b>Highlights<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There are different reasons why a 404 page appears, including mistyped url, deleted content, and deleted domain.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It\u2019s important to optimize 404 page design to give website visitors a clarification, engage them, and direct them back to the homepage.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There are many creative ways to design 404 pages to engage and convert website visitors, such as developing interactive games and using chatbots.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Investing in a creative 404 page can help <\/span><span style=\"font-weight: 400;\">boost engagement and leads and provide other marketing opportunities.<\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">404 pages are nobody\u2019s favorites. They can result in a bad experience for site visitors and a loss of potential clients for businesses. So we\u2019ve got you a bunch of ideas here on how to use them to engage prospects and convert them into customers.\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Have you ever tried to get information online, only to find the dreaded 404 \u201cpage not found\u201d error message? What do you do then?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chances are, you\u2019ll just smirk with irritation and hit the exit button. You\u2019ll look for answers elsewhere.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And that\u2019s exactly what your customers would probably do too when they land on one of such pages on your website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s face it. Error pages can\u2019t be completely avoided. But not all of them have to result in a dead end. In fact, some use these infamous 404 pages to attract and engage visitors. Yes, it\u2019s possible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All you need to do is provide some value to the customers. Whether it\u2019s through interactive content like quizzes and chatbots or through brand persona tactics like humor, you can always make a 404 page interesting and engaging.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Interested? Let\u2019s transform your error page into an engagement and lead generation tool.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-48719\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/Calculators-Quizzes-Assessments-Chatbots-2.jpg\" alt=\"Types of Interactive Content\" width=\"752\" height=\"502\" \/><\/p>\n<h2 class=\"heading h2\"><b>But first: What is a 404 page and why does it occur?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">What exactly is a 404 error page and why should it matter to you?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A 404 error is a message from the computer network telling users that the web server couldn\u2019t find the page they\u2019re trying to open.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This usually happens when webmasters remove specific site content. But there are many other situations that could trigger a 404 response. Let\u2019s quickly list some of them here:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The user typed the wrong URL in the browser\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The webmaster applied an incorrect link during a website revamp process\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Page developers moved or deleted content like files or images without updating internal links, resulting in broken links<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The website server is not running or the connection is broken<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The domain name doesn\u2019t exist anymore<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now you understand why the 404 pages exist in the first place. But knowing isn\u2019t enough. You\u2019ll still need to optimize these pages. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a couple of situations that illustrate why.<\/span><\/p>\n<p><b>Scenario 1:<\/b><span style=\"font-weight: 400;\"> Imagine a first-time visitor entering your website. They want to find a solution to their problem. You\u2019ve already created top-notch content for this opportunity. <\/span><span style=\"font-weight: 400;\">But what if you&#8217;ve just revamped your website and the URL for that resource doesn&#8217;t work anymore?<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think about it. Do you want an error page\u2014essentially a \u201cgoodbye\u201d page\u2014to be your visitor\u2019s introduction to your entire business?<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-48720\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/tenor.gif\" alt=\"Funny GIF of a cat getting tired of an error page\" width=\"320\" height=\"240\" \/><\/p>\n<p><b>Scenario 2: <\/b><span style=\"font-weight: 400;\">You created a great piece of content (blog, podcast, webinar, ebook, etc.) and promoted it through your email newsletter. But the link to that resource changed during a site update and your subscriber received the outdated email. They open the link and find themselves on a dead-end page. Not good!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Can we completely avoid these situations? Sadly, no.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But can we prevent the users from leaving disappointed? Happily, yes!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s the power of 404 page optimization.<\/span><\/p>\n<h2 class=\"heading h2\"><b>Best practices for optimizing your 404 page design<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Before you start designing your 404 pages, take note of these best practices:<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">1. Offer a clarification<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your users might not understand the URL or server issues affecting their web experience. That\u2019s why when things go wrong, <\/span><b>providing an explanation for the 404 error<\/b><span style=\"font-weight: 400;\"> may help them understand what\u2019s going on and what they can do next.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So say the user typed the URL incorrectly. Explaining the source of the \u201cnot found\u201d status gives users some insight into what went wrong, which can be enough to improve their experience of the website.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">2. Engage with interactivity<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s just as important to engage the site visitors so they won\u2019t navigate away from your domain. Using a funny meme can instantly reduce disappointment and turn the situation around.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-48721 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/CodePen-404-Page-1024x580.gif\" alt=\"404 page by Naved Khan\" width=\"1024\" height=\"580\" \/><\/p>\n<p><b>Using interactive elements like quizzes<\/b><span style=\"font-weight: 400;\"> and calls to action buttons can also encourage the users to actively explore your website. (More on this in a later section\u2014so keep reading)\u00a0<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">3. Direct and capture users<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Don\u2019t want your visitors to bounce from your site due to 404 pages? Provide solid guidance. For example, you can <\/span><b>direct them back to the homepage<\/b><span style=\"font-weight: 400;\"> or a page that might have similar content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also use call-to-action buttons to pique the user\u2019s interest. Offer a valuable resource directly on your error pages and ask users to fill in their contact details to download it free. You stop the visitor from leaving immediately and <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/gain-loyal-online-following-business-part-2\/\"><span style=\"font-weight: 400;\">get their lead details<\/span><\/a><span style=\"font-weight: 400;\"> too &#8211; perfect!<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">4. Make things visible and accessible<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Make the redirects, interactive elements, or <\/span><b>call-to-action buttons clear and bold<\/b><span style=\"font-weight: 400;\">. For example, if you want the visitor to use a search bar, make it easy for anyone to find and use. You don\u2019t want a search bar that blends into the background or gets lost in the design. That\u2019ll just frustrate users even more.<\/span><\/p>\n<h2 class=\"heading h2\"><b>How to design 404 pages that engage and convert<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The best 404 pages include a few critical elements. But to fully appreciate their value, you need to see them in action. So here are seven awesome real-life examples of 404 error pages to inspire you\u2014along with tips for implementation.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">1. Engage with interactive quizzes and calculators<\/span><\/h3>\n<p><a href=\"https:\/\/outgrow.co\/blog\/interactive-content-guide?utm_source=guest_post&amp;utm_medium=cta&amp;utm_campaign=How%20to%20use%20404%20pages%20to%20engage%20customers%20and%20generate%20leads&amp;utm_term=RingCentral\"><span style=\"font-weight: 400;\">Interactive content<\/span><\/a><span style=\"font-weight: 400;\"> is a proven strategy for actively engaging customers and generating leads. In fact, the latest interactive content stats show that 81% of marketers believe interactive content performs much more effectively at grabbing people\u2019s attention than static content<\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, there are many types of interactive content that can work wonders for your 404 error pages. You have calculators, quizzes, assessments, polls, surveys, contests, chatbots, and more. The trick is choosing something that goes well with your company\u2019s needs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So think about it: you can simply <\/span><b>embed a quiz or calculator on your 404 error page<\/b><span style=\"font-weight: 400;\"> and generate leads instead of losing visitors. For example, take a look at this quiz embedded on Outgrow\u2019s 404 error page:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-48722 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/Outgrow-404.png\" alt=\"Outgrow\u2019s 404 Page\" width=\"645\" height=\"286\" \/><\/p>\n<p><span style=\"font-weight: 400;\">They converted their 404 error page into an <\/span><a href=\"https:\/\/outgrow.co\/blog\/interactive-quizzes?utm_source=guest_post&amp;utm_medium=cta&amp;utm_campaign=How%20to%20use%20404%20pages%20to%20engage%20customers%20and%20generate%20leads&amp;utm_term=RingCentral\"><span style=\"font-weight: 400;\">interactive quiz<\/span><\/a><span style=\"font-weight: 400;\"> to help visitors find the content they actually came looking for. This is a great way to engage and direct users to the brand\u2019s most valuable resources.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-48723\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/Outgrow-2.png\" alt=\"404 Page of Outgrow\" width=\"491\" height=\"380\" \/><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">2. Capture with chatbots\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Customers want personal attention. However, digitalization led companies to lose the human touch that used to make customers feel special. <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/what-are-the-benefits-of-chatbots-for-customer-care\/\"><span style=\"font-weight: 400;\">Chatbots<\/span><\/a><span style=\"font-weight: 400;\"> can be a way to recapture that human touch.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use this opportunity to get to know more about your customer and their needs. Thanks to advancements in technology, you can even program chatbots to converse via a storytelling format to captivate your audience. You can easily <\/span>create bots using a <a href=\"https:\/\/www.appypie.com\/chatbot\/builder\">no-code chatbot builder<\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example we have from Sprout Social. Look how creative this 404 error page is\u2014it says you may be lost in cyberspace. Team Sprout then proceeds to assure you that they\u2019re there for you (even in space). Reinforcing this message with a chatbot, this page increases the chances of <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention-programs\/\"><span style=\"font-weight: 400;\">retaining the customer<\/span><\/a><span style=\"font-weight: 400;\"> that they would have lost otherwise.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-48724\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/sproutsocial-1024x463.png\" alt=\" 404 Page of Sprout Social\" width=\"1024\" height=\"463\" \/><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">3. Attract with creative UI<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">First impressions can make a deal&#8230; or break it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Being the first things your customer will see on a webpage,<\/span><b> UI and UX designs<\/b><span style=\"font-weight: 400;\"> can really catch and hold attention.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, statistics reveal that a well-thought-out user interface\u2014the space or access points where users interact with your website design\u2014has the potential of boosting your website\u2019s conversion rate by <\/span><a href=\"https:\/\/www.intechnic.com\/blog\/100-ux-statistics-every-user-experience-professional-needs-to-know\/\"><span style=\"font-weight: 400;\">up to 200%<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A 404 error page can also use a well-designed UI to keep an audience glued to the page. Once you\u2019ve established your personality, users are more likely to want to check out your other resources.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Look at the super cool design of Screaming Frog\u2019s 404 error page, a company that helps its users find and fix their broken links. By having a 404 page themselves, they cleverly use the irony and poke fun at themselves.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unlike most other 404 pages, this one isn\u2019t static. It shows flies moving around, fish floating, and one of the lily pads spinning to the movement of your mouse\u2019s cursor, giving the page a nice effect.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-48725\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/Screaming-frog-1024x698.png\" alt=\"404 Page of Screaming Frog\" width=\"1024\" height=\"698\" \/><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">4. Personalize with product recommendations<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Displaying your best-selling products and categories on a 404 error page can unlock new avenues for user interaction. So, why not take the opportunity to boost your sales?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">E-commerce companies, especially, can use this content to their benefit. You can <\/span><b>display your best products<\/b><span style=\"font-weight: 400;\"> along with a CTA, linking them to the product pages.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check out how Pepperfry is doing it. The 404 error page showcases the trendy products sold in the online store. These products and categories also take users to the product page.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And, boom! The visitor is back to browsing the site.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-48728\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/Perpperfry.png\" alt=\"404 Page of Pepperfry\" width=\"723\" height=\"398\" \/><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">5. Break the ice with humor<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To build <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-engagement-strategies\/\"><span style=\"font-weight: 400;\">customer engagement<\/span><\/a><span style=\"font-weight: 400;\">, you have to inspire the right emotions. 404 pages are usually unpleasant or frustrating experiences. So, why not turn it around with humor? A <\/span><b>funny copy<\/b><span style=\"font-weight: 400;\"> will give your consumer a reason to smile and switch their mood from glum to having fun.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">LOL! Who else would think of converting \u2018404\u2019 into \u2018LOL\u2019? Taco Bell definitely had their creative juices flowing when they came up with this. The page displays a dancing taco that slips and spills its fillings, indicating something\u2019s gone sideways. Even the copy of this error page is something that a user can recall hours later and giggle about.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-48729\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/Tacobell.png\" alt=\"404 Page of Taco Bell\" width=\"718\" height=\"412\" \/><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">6. Get back to action with CTA buttons\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When a customer finds themself face-to-face with a 404 page, they won\u2019t always know what to do next. So nine times out of ten, they\u2019ll simply leave your website<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Essentially, you lose customers because your site isn\u2019t giving them something to do.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why it\u2019s best to give your visitors a clear call to action. If you help them find value, they\u2019ll trust you implicitly. <\/span><b>Adding a CTA linking to your homepage<\/b><span style=\"font-weight: 400;\"> or other useful resources is quite a common practice.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For brands like BigCommerce, one of the primary goals involves getting people to try out their software. So the brand plays smart and adds a \u201cRequest Demo\u201d CTA button prominently on the 404 error page. It also showcases other options the visitors can choose, like \u201cContact Us\u201d, \u201cExplore Our Site\u201d, \u201cSuccess Stories\u201d, and much more.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-48726\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/bigcommerce-1024x740.png\" alt=\"404 Page of BigCommerce\" width=\"1024\" height=\"740\" \/><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">7. Entertain with games<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Hey, have you ever played the T-Rex Dino game on Chrome when you get disconnected from the internet? Hands on heart, we all kind of enjoy it, right?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So what if you <\/span><b>embed some kind of a game on your 404 pages<\/b><span style=\"font-weight: 400;\"> too? Imagine the level of engagement you can get out of your error page.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We take our inspiration from Wendy\u2019s. They created a Pac-Man-style interactive video game on their 404 error page. The BurgerTime game is really fun to play and it keeps the visitors hooked. Impressive, isn\u2019t it?<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-48727\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/08\/Wendys.png\" alt=\"404 Page of Wendy\u2019s\" width=\"597\" height=\"333\" \/><\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\">Wrap up<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Did you find your favorite example of an engaging 404 error page?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We know it\u2019s a tough pick! But whether or not you\u2019ve chosen a strategy, it\u2019s clear the pages we\u2019ve highlighted prove that it\u2019s worth investing in a creative 404 page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember: When users don\u2019t find what they need, they leave. Even worse, they switch to your competitors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing is all about finding opportunities in everything. And hopefully, this helped you do just that.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let us know if this motivated you to boost engagement and leads by applying innovations to your 404 error page.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Highlights There are different reasons why a 404 page appears, including mistyped url, deleted content, and deleted domain.\u00a0 It\u2019s important to optimize 404 page design to give website visitors a clarification, engage them, and direct them back to the homepage.\u00a0 There are many creative ways to design 404 pages to engage and convert website visitors, &#8230;<\/p>\n","protected":false},"author":29,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-48717","post","type-post","status-publish","format-standard","hentry","category-customer-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to use 404 pages to engage customers and generate leads | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Highlights There are different reasons why a 404 page appears, including mistyped url, deleted content, and deleted domain.\u00a0 It\u2019s important to optimize\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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