Micromoment of the Month: 404 Page Call-To-Action

by Jeannie Walters

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Wow, it’s the end of the month already! Know what that means? It’s time to reveal our June 2013 micromoment of the Month!  (In case the term “micromoment” is new to you, click here for more info!)

Finding what you need in today’s world can be a real challenge.

In most cases there are more choices than ever. There is nothing more frustrating than finding that the companies providing you with all of these choices to consider have led you to a dead end. So given this month’s theme of findability, we decided to feature the awesome 404 page we found on the website of Chicago creative agency LLT Group, Inc.

The classic 404 page looks something like this:

Bad 404 PageThis page offers no direction, no suggestions, just a dead end. It’s a blah page with no thought or effort behind it whatsoever, no personality and no direction.

Sometimes it’s necessary to point out the obvious- that the visitor did not find what they were looking for. But where to go from here?

We think a 404 page should look more like this:

404 Page Call-To-Action

Why do we like this 404 page so much?

  • Creative and fun design: It shows that the agency is concerned about the customer experience and wants to make it a positive one. A little effort behind the design of a page people don’t anticipate navigating to says a lot about the company.
  • Sense of humor: It’s great to lighten things up a bit- especially in what is typically a negative customer experience. It shows that they are human and want to get a smile out of people.
  • Branding: The page has the company logo and even contains information about the company, including links to their services to provide a better understanding of what they (and their site) have to offer.
  • Call-To-Action: This is the biggie! The classic 404 page has no call-to-action. LLT Group’s 404 page is chock-full of CTAs. You can navigate to just about anywhere on the site, contact them, engage them socially or even search the site.
  • No dead ends: The classic 404 page is typically a dead end where the visitor must click their back button and start over. It is important to keep your visitors moving forward, not backward. Don’t waste their time!  A good 404 page can actually give them a better sense of direction in finding what they need. And did I mention that providing a search tool is simply awesome?

Don’t send your customers on a scavenger hunt.

Their time is precious, and there is only so much of it they are willing to spend on your site. A bad 404 page can mean the death of a transaction. Keep them moving through your site. Your site must have a 404 page call-to-action.

Don’t forget to contact us about good and bad micromoments you encounter.

We can’t get enough of ’em! Maybe yours will be featured next month!

Want to learn more about how to create the best 404 page and error messages?

Sign up for the CXI® Club Newsletter and receive a free copy of our exclusive graphic, “Error Message Best Practices.” It’s a simple guide you can use as a quick reference tool while creating your own 404 pages.


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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, LinkedIn Learning instructor, TEDx speaker, and President-Elect of the National Speakers Association Illinois chapter. Learn more here.

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