{"id":279,"date":"2017-01-13T19:08:50","date_gmt":"2017-01-13T16:08:50","guid":{"rendered":"https:\/\/rees46.com\/blog-en\/?p=279"},"modified":"2017-01-13T19:29:42","modified_gmt":"2017-01-13T16:29:42","slug":"situational-marketing-how-to-capitalize-on-404-page","status":"publish","type":"post","link":"https:\/\/rees46.com\/blog-en\/2017\/01\/13\/situational-marketing-how-to-capitalize-on-404-page\/","title":{"rendered":"Situational Marketing: How to Capitalize on 404 Page"},"content":{"rendered":"

\u201cNot Found\u201d page is way more than a simple error page. It\u2019s a breaking point in customer experience, and at the same time a good opportunity to get customers to the purchase. This is especially true for online retail where you must squeeze the most out of every page.<\/span><\/p>\n

According to the <\/span>statistics<\/span><\/a>, half of all the stores that use product recommendations, place\u00a0them on their 404 pages.<\/span><\/p>\n

\"\"But it’s not the ultimate way to make the 404 page work. Let\u2019s check some examples.<\/span><\/p>\n

<\/p>\n

Wrong #1. Clean and White Like Snow<\/h2>\n

If there is no design and all visitor can see is a blank white page, she\u2019ll just run away. A 404 page <\/span>like this<\/span><\/a> will make your visitor think the site down and want to go to \u201canother one I that is good\u201d.
\n<\/span>
\nEven if not, your reputation as a professional is already smeared \u2014 your website if your public face and what can people further expect if you refuse to pay attention to that?<\/span><\/p>\n

Wrong #2. Simple Design, No Redirection<\/h2>\n

A common situation: simple 404 Not Found page. Major part of the visitors are savvy enough to understand where to click to go back a page. But it shows your neglect and provokes negative emotional response. <\/span><\/p>\n

This situation<\/span><\/i><\/a> may be pardonable for a very big renown retailer like IKEA but for an average online store it\u2019s a straight put-off.<\/span><\/i><\/p>\n

<\/p>\n

Wrong #3. No Design with Immediate Redirection to Home Page<\/h2>\n

A very controversial decision \u2014 skip the 404 page and bring visitor straight to the home page. \u00a0<\/span><\/p>\n

Another case is an outdated link to Flash Sale page that doesn\u2019t exist \u2014 it a common case with marketing emails. A new client clicks the link, gets redirected to the home page, sees no special offers and finds current prices offending \u00a0\u2014 goodbye, potential patron!
\n<\/span>
\nBy using redirection<\/span><\/i><\/a>, Steam forwards users to the main page\u00a0<\/span><\/i><\/p>\n

\"\"<\/p>\n

Wrong #4. Drastic Difference from Other Pages<\/h2>\n

15 years ago 404 pages looked like a white list with a few lines on it. No menu, no navigation \u2014 purely informative.<\/span><\/p>\n

<\/i>Somehow some still think it\u2019s good to uphold this tradition. But do they ever stop to think why? In early 2000s traffic cost so much and bandwidth was so low it was easier to concentrate on cost reduction than on the customer.<\/span><\/p>\n

<\/i>15 years later sky is the limit and something amazing is finally happening \u2014 from national advertising online retail is massively switching to local situational marketing.<\/span><\/p>\n

Oldschool is no more cool. Newegg chose to ignore<\/a> this fact.\"\"<\/span><\/i><\/p>\n

Wrong #5. Navigate Your Way Out with Site Map<\/h2>\n

Site maps today are an appendix to the website. Everybody is used to user-friendly interfaces with instructive menus. Placing a site map at the 404 page may be a poor solution when you can use the page for something much better.<\/span><\/p>\n

404 Homedepot<\/a> either takes you to Home page or lets you explore their site map
\n\"\"<\/span><\/i>404 Page Design<\/span><\/i><\/a> at Nordstrom doesn\u2019t even try to make up for the error<\/span><\/i>\"\"<\/p>\n

Wrong #6. Design for the Sake of Design<\/h2>\n

404 page tells the visitor there is a problem. However cute the design may be, it still doesn\u2019t solve it.<\/span><\/p>\n

Look at all this free space.<\/span><\/i><\/a> It holds so much potential.
\n\"\"<\/span><\/i><\/p>\n

Right #1. Search Is Included<\/h2>\n

A good gauge of a superior seller. Especially if it is an intelligent search or at least a search tool with personalized search results.<\/span><\/p>\n

Amazon\u2019s 404<\/span><\/i><\/a> is kind of cute but check the search is here.\"\"<\/span><\/i><\/p>\n

Right #2. Links to Popular Categories or Hot Sales<\/h2>\n

One of the easiest options to make up for 404 page is a link to a popular category or a hot sale. Even if you don\u2019t use\u00a0personalization, it still has more conversion potential for an average store, than cute pandas.<\/span><\/p>\n

<\/i>H&M’s 404<\/span><\/i><\/a> features links to popular categories to help the visitor stay interested<\/span><\/i><\/p>\n

\"\"<\/p>\n

Munchkin 404<\/a>\u00a0offers 10% discount\u00a0\"\"<\/span><\/i><\/p>\n

Right #3. Contact Our Support<\/h2>\n

Isn\u2019t it a good idea to suggest visitors contacts support if they constantly encounter problems on your website? Helps you look like you\u2019re taking care of the visitor and saves you time on finding bugs on your site.<\/span><\/p>\n

Wiley<\/span><\/i><\/a> is a good example<\/span><\/i>\"\"<\/p>\n

Macy\u2019s<\/span><\/i><\/a>\u00a0404 offers\u00a0to visit customer service<\/a> online and get help 24\/7.<\/span><\/i><\/p>\n

Right #4. Spot-on \u2014<\/b> Product Recommendations<\/span><\/h2>\n

Modern technologies allow us to be very productive. One of the options with the highest conversion rate is a 404 page with product recommendations tailored personally to each visitor. <\/span><\/p>\n

This practice has been acquired by many leaders in online retail and is a highest trend in modern \u00a0eCommerce:<\/span><\/p>\n

Overstock<\/span><\/i><\/a> has a \u201cWe Recommend\u201d block right on 404 page
\n\"\" Nike\u2019s 404<\/a> hits a visitor with relevant selections of recommended products \u2014 men\u2019s, women\u2019s and even kid\u2019s.
\n<\/span><\/i><\/p>\n

\"\"<\/p>\n

All in all,<\/h2>\n

5 years ago a page looking like an easter egg would make you smile and think how cool the company is. The aim was to entertain the visitor.<\/span><\/p>\n

Today this practice becomes more and more outdated. Minimalistic design is no more \u2014 people don\u2019t need it when they can have a page with full navigation, menus and recommendations that can actually help them find what they want.<\/span><\/p>\n

With current trends, productivity has been ushered in, ruling over emotional response.<\/span><\/p>\n

Today\u2019s typical 404 page has:<\/span><\/p>\n