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Hi {{given_name}},

Ever click a link only to land on a stark white page that says "404 - Page Not Found," leaving you with no idea where to go next?

When this happens, you're literally watching potential customers walk out the door after doing the hard work of getting them there.

💡 This week's 80/20 rule - Edit your 404 error page template to include a search bar and three links to your most popular content or products.

🧠 A default 404 page is like a store employee who shrugs and walks away when a customer asks for help. But a well-designed 404 page acts as a friendly guide who says, "Let me help you find what you're looking for."

This taps into a principle behavioral scientists call error recovery, which is the idea that how you handle mistakes matters more than avoiding them entirely. When users encounter an error, their frustration creates a heightened emotional state. If you immediately provide a helpful solution, you create a positive impression that can exceed what they'd feel if the error never happened.

Research shows that 404 errors can negatively impact user experience and SEO performance. But here's the opportunity: websites that implement helpful 404 pages with navigation options see significantly higher recovery rates, keeping visitors engaged instead of losing them forever.

It's like being a hotel concierge who, instead of just pointing to a "Room Not Found" sign, personally escorts the guest to the right floor and offers them a complimentary coffee along the way. That small act of service transforms a frustrating moment into a memorable, brand-building experience.

🎸 GitHub – The code hosting platform turned their 404 page into a beloved brand moment by featuring a parallax illustration of a "lost" Octocat in space. They included a prominent search bar and links to popular repositories, transforming a frustrating dead end into an engaging experience. This approach successfully reinforces their quirky brand identity while keeping users on the platform instead of bouncing away.

🛒 Amazon – The e-commerce giant treats every 404 page as a sales opportunity by displaying a search bar, personalized product recommendations, and links to popular categories. When a product page goes missing, visitors are immediately presented with alternatives they might want to purchase. By doing this, they recover potentially lost sales and keep shoppers engaged in the buying journey.

🎬 Pixar – The animation studio designed their 404 page to feature the beloved character Sadness from Inside Out, complete with the message "Awww...Don't Cry" and clear navigation options back to their main content. They included links to their films, characters, and behind-the-scenes content. This approach successfully turns a moment of user frustration into an emotionally resonant brand touchpoint that visitors actually enjoy encountering.

Add a "Book a Call" CTA to Your 404 Page

When a potential client lands on a broken link, they're already interested enough to click, so don't let that intent go to waste. Add a prominent "Schedule a Free Consultation" button alongside your search bar. This captures high-intent visitors at a moment when they're actively seeking your services, leveraging the commitment principle to move them further down your funnel.

Showcase Your Top 3 Service Pages

Instead of generic navigation, link directly to your most-booked services. If you're a dentist, link to "Teeth Whitening," "Emergency Care," and "New Patient Specials." This reduces decision fatigue by presenting curated options rather than overwhelming visitors with your entire site structure.

Include a Direct Contact Option

Add your phone number or a quick contact form right on the 404 page. Lost visitors who can immediately reach a real person are far more likely to convert. This builds trust through accessibility, showing that there's a human behind the website who genuinely wants to help.

Add a Friendly, On-Brand Message

Don't just say "Page Not Found." Write something like "Oops! We moved things around. Let us help you find what you need." This humanizes the error and sets a helpful tone that reflects your customer service values.

Display Bestselling Products on Your 404 Page

Turn your error page into a mini storefront by showcasing your top 3 bestsellers with images and prices. When a product link breaks, visitors see alternatives immediately. 

Add a Discount Code for Lost Visitors

Sweeten the deal by offering a small discount code exclusively on your 404 page such as "Sorry we lost you! Here's 10% off." This transforms frustration into delight and leverages the reciprocity principle to encourage a purchase.

Integrate Your Search Bar with Autocomplete

A basic search bar is good, but one with smart autocomplete is better. When visitors start typing, show them matching products instantly. This reduces friction and guides shoppers back into your catalog with minimal effort on their part.

Feature Your Current Promotions or Sales

If you're running a sale or seasonal promotion, highlight it on your 404 page. A lost visitor might have been looking for something specific, but a compelling offer can redirect their attention to an even better opportunity.

1️⃣ The rule change: Edit your 404 error page template to include a search bar and three links to your most popular content or products.

2️⃣ Why it works: A helpful 404 page leverages error recovery psychology, turning a moment of frustration into a positive brand experience that builds trust and keeps visitors engaged.

3️⃣ The result: A one-time, 15-minute fix that recycles "lost" traffic 24/7 and transforms your website's biggest dead end into a helpful concierge.

🔎 For this week's website review, let's look at Papersmiths. Papersmiths is a UK-based stationery retailer that positions itself as a curator of "design gems," straddling the line between utilitarian office supply and high-fashion lifestyle accessory.

💡 The Good:

Confident, not braggy: The headline "Shop the Best Selection of Stationery and Gifts" works because it is simple. They aren't screaming at you or using over-the-top sales language. Instead, they focus on "British-Made Luxury." This tells you right away that they sell high-quality stuff, not cheap stuff.

Details that customers care about: They include specific details, like mentioning "100gsm paper." To a regular person, that might not mean much, but to someone who loves stationery, that is a huge signal of quality. It proves the brand knows what they are talking about and justifies why the prices are higher.

Easy for everyone to browse: They organized their menu to help two different types of shoppers: people who just want to browse their brand collections, and people hunting for a specific tool (like a fountain pen). Whether you are just looking around or you know exactly what you want, the site is easy to use.

🔧 Suggestions:

Make international shipping clearer: Currently it’s hard for people outside the UK to figure out shipping costs without digging through help pages. Adding a "shipping calculator" right on the product page would help stop people from getting frustrated and leaving the site before buying.

Make the wishlist easier: Allowing users to save items to a wishlist without forcing you to log into an account right away would make it easier for casual shoppers to save things they might want to buy later.

See you next time for another simple, high-impact strategy!

The LOGO.com Editorial Team