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Imagine a customer entering your online store from Google, clicking on a product link, and instead of receiving the product, they receive a "Page Not Found - 404" error. What do you expect them to do?
Most likely, they'll exit the site directly... and that's where you come in. A 404 page can be a smart tool that retains customers and keeps them browsing instead of getting lost or exiting.
1. What is a 404 page?
A 404 page appears to a visitor if they attempt to access a link that doesn't exist on your site. For example:
• A removed product
• A misspelled link
• A page with a redirect
It simply tells the visitor: "This item you're looking for doesn't exist." The question is: What do you tell them next?
2. Common Mistakes in 404 Page Design
• Leaving the page blank or with a dry message like "Error 404 - Page Not Found"
• Lack of links to the home page or sections
• A boring or frustrating design that conveys a sense of failure
All of these can make visitors feel bored and leave. But you can turn the page into a smart tool that redirects them within the store.
3. Smart Ideas to Make Your 404 Page Serve You:
• Provide a clear link to the home page.
• Display featured products or current offers.
• Activate the search feature within the page so the visitor can find what they're looking for.
• Use a lighthearted tone or even a joke to break the frustration (e.g., "Oh! We may have deleted the product by mistake, but come check out the new offers").
• Make the design reflect your store's style; don't separate the visitor from the experience.
4. How Does Your 404 Page Affect Your Sales?
• If the page is boring, the customer will leave... meaning you've lost a sales opportunity.
• But if it's smart and targeted properly, the customer might click on an alternative offer or product... meaning you've gained a new opportunity.
• In some cases, a 404 page can become one of the most engaging pages if it's designed creatively and appropriately.
5. Examples from the Local Market
Some e-commerce stores in Saudi Arabia have started creating 404 pages that include:
• Free shipping as compensation
• A special discount that only appears on the error page
• A direct link to customer service
This reflects the store's professionalism and its commitment to the customer experience, even if an error occurs.
6. How can "Sahl" help you?
At "Sahl," we don't just focus on designing home pages; we focus on the smallest details that truly make a difference, such as the 404 page. Our team can design a smart error page for you, with a design that aligns with your brand and is programmed to help keep the visitor inside your store instead of leaving.
A 404 page isn't the end of the journey... On the contrary, it can be a new beginning for the customer inside your store. Don't underestimate it, let it work for you.
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