404 error pages are often just templates that web designers plug into the completed site. But, by rethinking how we approach these error pages, we can turn an otherwise frustrating user experience into an opportunity to engage and even convert visitors. Our white label digital marketing services team takes a look at a few creative ideas.

Redirect instead

Instead of showing users a standard error message, design the page to redirect them toward valuable content.

If you know the most likely destination for users, create an automatic redirect to guide them there seamlessly. For instance, if a page has been deleted but a similar page exists, redirect them to the alternative. You could also include links to popular blog posts, trending products, or the homepage.

This approach keeps the user engaged, reduces bounce rates, and helps them feel supported during their browsing experience.

Custom recommendations

Web designers can use cookies or session data to offer personalised recommendations to visitors instead of showing them a 404 error page. You could show visitors their recently viewed items, top-rated products, or related blog articles.

Lead magnets

A 404 page can be a surprising yet effective place to capture leads.

Offer a lead magnet like a free e-book, discount code, or exclusive content in exchange for the user’s email address. By providing value, you can turn what could have been a negative experience into a step forward in your sales funnel.

Gamification

You could even add a simple game to 404 error pages, such as a browser-based jumping game or a puzzle. For example, Google Chrome’s dinosaur game during offline errors is a beloved touch.

We recommend that you use animations or clickable elements that engage users while they are encouraged to browse other pages or links you suggest. 

Sometimes, turning your creative vision into a real, tangible deliverable for your client can be difficult. If your agency does not specialise in website design, let our white label website design team assist. We offer a wide range of other white label digital marketing services, as well.