Let "404 Page Not Found" Show Your Visitor the Way
Let's admit it: Things will go wrong online. Internet users misspell searches and URLs, or click on outdated links that lead them nowhere or to the wrong webpage. Anyone who has spent time online has experienced crisis points—the screens people see when things go wrong.
Example 1, Error Message. "Page Not Found" or "404 Not Found" screen ("404" is technical jargon indicating that the user has requested a page which is no longer there).
Why are error messages and crises point screens important? These screens are where customers become frustrated and abandon a site. If they can't figure out what to do next or they don't understand what's happening, they'll often give up. In other words, a crisis point may be your last chance to retain a customer on the edge.
When visitors get lost, help them find their way! Don't punish them. Instead of merely saying a page is not found, your site needs to explain why a page can't be located and offer suggestions for getting to the right screen. Your site should lend a hand, not kick people when they are down.
Smart things to include on your 404 page:
- Company name and logo (that also links to its home page)
- Explanation that the requested page cannot be found
- Suggestions of where the page might have moved to, e.g. "Try these links"
- Navigation bar and links to the most requested pages
- Search engine
- "Contact Us" link to request assistance, report problems, etc.
Error Messages: Basic Is Not Helpful
Example 2, City of Thornton: The most basic error message. When you see this page, you only know there is a 404 error. This error is not explained. The user may think: Did I mistype the URL? Did the page move? Was the page out-of-date and therefore deleted?—and for someone encountering this message for the first time, an explanation could help that person find the needed information.
Example 3, Google. While this particular error page explains that the URL was not found on this server, no further instructions are offered. Clicking on the "Google" logo does not take you back to the Google home page where you can start your search again. Granted, it's not likely you'd type in a website beginning with google.com, but as an illustrative point, any error page from any website should help you get back on track. Even an unlikely error should be instructive.
Error Messages That Leave You Expecting More
Example 4, Exxon. Accessing a wrong URL on the Exxon site leads to a "page not found" statement which includes links to three other possible sites but no explanation about how to determine which site is correct. Users expect to see a logo and a more professional-looking page.
Example 5, McDonald's. The logo and the clown help identify this page with McDonald's and a brief explanation is offered of why the page was not found. The link to the McDonald's Search Engine is helpful but even more so would be some navigation so that you can go directly to the page you want.
Error Messages Worth Repeating
Example 6, Yahoo!. Yes, another unlikely error from a browser's website; however, in contrast to Google's error page, the Yahoo! error screen is actually very helpful:
- The appearance of a logo assures you that you are still on the Yahoo! site
- You can click on the Yahoo! logo to go to the home page at yahoo.com
- Links lead you to the home page, to another Yahoo! service, to searches, and to more help
- The Search box allows you to initiate a search right on this page
- You can click on the Yahoo! Help Central link to request more assistance
- You don't have to do a thing: after arriving on this page, if you do not click on any links or begin a new search, you will be redirected to yahoo.com after 10 seconds.
Example 7, Apple. Apple's error page strikes a softer tone: "Hmm, the page you're looking for can't be found" is warmer than simply "Page Not Found." We see the logo, navigation, and easy to read links to other areas of the site. It's an informative and helpful page.
Error Messages That Offer Intelligent Suggestions
Example 8, HP Byron Nelson Championship. The error message here offers an apology, intelligent suggestions, and a sitemap. Logos are visible and helpful links are displayed. Even the keyword is pre-populated into the search input box, allowing the user to immediately continue the search.
Example 9, HP Enterprise Services. The error message here offers an apology and intelligent suggestions on a mistyped page to "Modernization". The HP logo is visible and helpful links are displayed.
Resources:
37signals; Linderman, Matthew; and Fried, Jason. Defensive Design for the Web: How to Improve Error Messages, Help, Forms, and Other Crisis Points. Copyright © 2004 by 37signals, LLC. USA.
404 Research Lab, History of 404, retrieved February 22, 2010, from website http://www.plinko.net/404/history.asp
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