Creating a strong 404 redirect page is an important way to keep users on your site. If users get to an error page, but have no easy way to get back to browsing the site, they may choose to leave. This can not only lower your SEO rankings, but also reduce conversions and other meaningful interactions with your site.
But what do these numbers mean?
What is a 404 redirect, compared with a 301 or 302 redirect?
301 Redirects
A 301 redirect is a permanent redirect. It’s basically a page that tells search engines and website users, “There used to be a page here, but it’s been moved to another spot.” By using a 301 redirect, you’re telling search engines to crawl your site again, because the site structure has changed since the last time they crawled it.
302 Redirects
A 302 redirect is a temporary redirect. It’s just there for temporary fixes to your website. It tells search engines and website users, “This page is missing right now, but it’ll be back soon.” This is often used when web developers and designers are working on the website, but haven’t posted the finished version yet. 302 redirects are important for search engines, because if you use this kind of redirect, it won’t impact your search engine ranking for the page in the long run.
404 Redirects
A 404 redirect is a “Page Not Found” redirect. This is used when a user tries to access a page on your site that does not exist. This can happen when someone manually types in an incorrect web address, or when a link is directed toward the wrong place, perhaps because of a spelling error. You can find it at any given website by adding something like your own name or a random word after the slash in the web address. For instance, http://christinanhouck.wixsite.com/christinahouck/404redirects
Now, how can you use this information to keep users on your site?
In order to create a strong 404 page that helps guide users back to your content, follow the following guidelines.
1. Apologize for the error
It’s important that users know why they’ve reached a 404 redirect: the page doesn’t exist. If they’re browsing the site and somehow got to that page, it’s because one of the links that you put on your site led them there. That means that it’s your fault! Say you’re sorry that you took them down a wrong turn.
2. Make the design consistent with the rest of the site
Let users know that they’re still on your site! The easiest way to do so is to keep consistent website design. Here’s an example: the Under Armour 404 page has the same navigation bar that can be seen on the rest of the site, including the Under Armour logo. This quickly shows users that even though they’re in the wrong spot, they’re not too far off from wherever they want to be.
3. Provide a link to the homepage
Oftentimes, users that get to a 404 redirect page just want to start over. Give them a clear way to get back to the homepage. Usually, sites do this by following guideline #2. For example, if I click Under Armour’s logo on their 404 page, I’ll get back to their homepage. By now, most Internet users know that clicking on the brand’s logo takes them back to the homepage.
4. Provide links to the most popular pages
Since you want to get users back to browsing your site, it’s helpful to add links to the most popular pages, or to pages that you’d like them to see. On the website for the boutique chain Francesca’s, users are provided with links to shop popular product categories, such as “New Arrivals” and “Dresses.”
You can also provide a sitemap, so users can click directly on the page or category that they’re looking for. A good example is Trader Joe’s. Here’s a screenshot from their 404 page, which gives a full list of various categories of groceries that users might be looking for.
5. Provide a search box
Since you’re trying to allow the user to find the page they were looking for in the first place, it’s useful to add a search box. This will allow users to search your site and quickly find whatever they were looking for.
6. Add images to make it visually appealing
Adding images or other forms of media to the page to make it look nice can help users to stay on the site. A good example is on the website for Cotopaxi, an adventurewear company. Their page features an animation of a llama, their logo, being separated from the herd. The wordplay and the graphic are kind of cute, which can keep users interested in the site.
Adding these tips to your site's 404 page can increase conversions and help your users to have positive interactions with your site.
What other tips have you heard about creating effective 404 pages? Comment below if you have any more tips!
A lot of this information came from a Digital Marketing class lesson on Bruce Clay's SEO tutorial. To learn more, go straight to the source.
