So you want to customize your BigCommerce store’s 404 Not Found page? Good idea! Deciding to create a 404 page that goes beyond your theme’s default layout is a decision that can keep customers informed, entertained, and happy — all great things for retention and conversion. A good 404 page makes sure customers get to where they want to go and may speed up the time to get to checkout.
Equip your errant site visitor with a user-friendly page that communicates the issue effectively with your audience. Remember your goal is to retain visitors and give them incentive to stay; the combination of thoughtful design, along with useful resources that get them closer to their destination are key aspects that factor into a successful 404 page.
— Another great quote from the fine folks at Crazy Egg
As we said in our article, “Customizing Your BigCommerce 404 Error Page,” there are four points you want to make sure to consider when designing your custom 404 page:
- Explain the problem like a human
- Echo your brand in the page design
- Be engaging
- Give customers a way forward
Here are some of our favorite 404 pages from BigCommerce stores this year, and why we love them.
DogIDs
DogIDs is a BigCommerce store selling dog collars, leashes, harnesses and supplies for dogs. Operations Director Shelby Cochran hired a designer to create their 404 page after moving to BigCommerce from Lemonstand.
What we like:
Dog IDs’ 404 page illustrates point #1 above: “Explain the problem like a human.” Avoid the jargon and techno-speak. Your customers don’t care why they reached your 404 page, they just want to know what’s next. Their large and simple on-brand image uses funny, dog-inspired wording and offers a search bar to help their customer find what they’re looking for. Woof.
Ben & Jerry’s
Ben & Jerry’s famous ice cream is a staple in retail stores and refrigerators worldwide (Cherry Garcia or Chunky Monkey, anyone?).
What we like:
This page exemplifies point #2 above: “Echo your brand in the page design.” Your website’s design should have continuity throughout, so it follows that your 404 page design should be in line with the rest of your site’s theme, tone, and messaging. While the main image of the astronaut and spaceship may not immediately connect to Ben & Jerry’s famous wandering cows, the messaging and cartoon style are in alignment with the brand’s offbeat humor.
CamelBak
CamelBak is a well-known manufacturer of hydration supplies for adventure seekers and athletes.
What we like:
What’s not to love about this beautiful 404 page? The imagery captures the spirit of adventure that is reflected in CamelBak’s site perfectly, but we gotta be honest — CamelBak is also missing opportunities to move their customers forward by not including a search box or list of popular items to choose from.
BigCommerce
How do we love BigCommerce? Let us count the ways …
BigCommerce is a leading ecommerce platform for online stores. Is it cheating to feature BigCommerce’s 404 page in this article? Probably. But they do have a pretty cool 404 page, so we’re going for it.
What we like:
BigCommerce’s 404 page illustrates our point #3: “Provide a way forward.” So a customer comes across your 404 page — now what? Give them a path forward by suggesting ideas of where they might find what they’re looking for. This can be done with a search bar, links to popular categories, or a way of contacting you (email, chat, phone). This 404 page includes a CTA leading back to their home page, plus popular links educating the visitor about their site and business success stories.
Zogics
Zogics sells fitness equipment and supplies for large-scale facilities like gyms, hotels, and hospitals.
What we like:
Zogics’ 404 page lets visitors know that they can use the search bar and navigation, or reach them by phone or chat to get help. They also feature Shop by Category links.
Toyota
Toyota is a leading manufacturer of cars, trucks, and SUVs worldwide.
What we like:
Toyota has taken the concept of category search one step further by adding thumbnails and CTA buttons to help site visitors find what they’re looking for.
U.S. Patriot Tactical
U.S. Patriot Tactical, a veteran-owned and managed military and law enforcement supplier, is the nation’s largest off-post retailer of military and tactical goods.
What we like:
This unexpected image caught our eye — and why wouldn’t it? U.S. Patriot Tactical illustrates point #4: “Be engaging.” If you can’t laugh at yourself, you’re taking life way too seriously. Don’t be afraid to have fun with your 404s! Humor goes a long way in not only keeping frustration at bay, but proving that your company is run by real people. As we demonstrated in our last article, the exit popup from their very funny 404 page offers customers an instant 5% off coupon sent to their inbox.
Thompson Tee
Thompson Tee sells a unique line of clothing that is guaranteed to stop underarm sweat..
What we like:
This clever 404 page makes reference to a pain point their products address (including a reminder about their performance guarantee), along with acknowledging the frustration of hitting a 404 page. Love it!
Sport Bike Track Gear
Sport Bike Track Gear sells a variety of motorcycle apparel and parts.
What we like:
Their on-brand 404 page invites visitors to find their desired part with a make/model/year search box. Also included are videos showcasing popular gear, leading to product pages.
Creating a memorable customer experience is part and parcel of a successful business — online or off. Take the time to craft a 404 page that shows your customers you care about them and their needs and reap the rewards in increased customer loyalty and engagement.
Need help detecting 404 errors on your site? Our Swerve Redirects app for BigCommerce not only finds all your 404 errors, it allows you to search and edit your 301 redirects, saving you tons of time and frustration. Check out Swerve Redirects in the BigCommerce Apps Marketplace today.
Evelyn Bai is the Digital Marketing Strategist at Inkblot Digital. She’s a passionate improvement addict and info geek who seeks to improve the world and ecommerce one little post at a time.
