Nobody wants to see 404 Pages, actually, because that means something is wrong with the sites they are looking for. However, that is not the case with so many e-commerce brands. In fact, they know how to make their 404 page appearances look so aesthetic and totally on-brand.
Why E-Commerce Needs 404 Pages?
Why not? Aside from adding up more entertainment to the page (while trying to cheer the unhappy users up for a while), e-commerce brands still need to represent their products and services. The more they do so, the more exposure it is to the users, even when things are not as swell. Stumbling into a 404 Page is one of the not-so-good times.
These e-commerce brands make the most of theirs with simple and still authentic ideas. Most importantly, their ideas are really on-brand.
As one of the best tourism sites and search engines, Trip Advisor always uses opportunities to promote its brand. Yes, that includes on their 404 Page. They still use their error page to promote the lowest prices of the hotels and hotel services on their search list. Isn’t it great or what?
Other similar sites may use the same strategy for their 404 pages. Of course, it is anything to make their websites stand out—even at some trying times, like when their sites cannot be found.
Urban Outfitters does not waste their 404 Page for nothing. Although the outlines are rather simple (a black and white caricature of an abandoned desert under the sun, with the caption that says: “Oops, sorry. The page can’t be found”), check out a line of photos below. They still show the most popular products that they have in store.
Of course, whenever somebody encounters their 404 page, the products they offer always change. With a simple design and a choice of wardrobe to consider below, Urban Outfitters has a rather pleasant 404 page to look at.
Birchbox still offers two paths to their products on their 404 Page. With the catchy “Lost Your Way?” caption in the central part of the screen, they try to help you to find your way back with a question of whether you might be interested in male or female personal care products. Based on your answer, they will rather direct you to two other options that will lead you to the listings of their products. It is simple and very effective.
Of course, their question is not directly addressing gender-based products. Birchbox uses other terms, like ‘Beauty’ for female personal care products and ‘Grooming’ for male personal care products. The pictures of both categories are plain to see.
If many e-commerce brands are crazy about offering their products on their 404 Pages, then Harvey Nichols does more than that. Yes, their 404 Page may look simple—almost plain—with texts on screen. The texts include the links to their website or homepage, product categories, and contact information.
Harvey Nichols’ 404 Page also shows other relevant pages, including delivery, return, or careers. This shows their widespread consideration. They do not assume that every visitor coming to their site wishes to purchase something. Some might be looking for jobs or just some helpful information regarding their products.
Bangs & Olufsen.
Just like Harvey Nichols, Bangs & Olufsen is not the e-commerce brand to offer products on their 404 page. They understand a high traffic volume comes from more than just offering something to purchase on their site.
In fact, Bangs & Olufsen offers more options for users to follow wherever they want to go. With the large, simple caption that says ‘THE PAGE CANNOT BE FOUND’ on the center of the page, they offer users to check out other links below. The links include their homepage, stores to find, and product support.
There are other ways to get more traffic to your website or blog. Some other e-commerce brands might prefer using quizzes or blog posts with a topic that attracts more attention, like something that is trending. For example, they make the quiz related to their products. The loyal customers must know the answers.
They can also put such a trivia or quiz on their 404 page too. That way, their 404 pages will not become too boring.