It doesn’t matter how hard you try to prevent 404 error pages on your site, sooner or later your prospects will land on one.
At that point, they will have a choice of trying to find what they were looking for or just give up.
Guess what happens when they click a link, and it returns a 404 error page?
They leave your site in frustration.
Therefore, instead of the usual image of a disappointed dog with the caption “Whoops! We’re sorry the page you were looking for has moved” consider customizing your error pages such that it offers them a direction to take.
For instance, you can give them an option to opt into your list with a different offer than what was on your landing page.
An example would be, “Congrats! You just found our hush-hush page where we offer___. Just tell us where we can send it and it will be yours.”
Also, you can make an irresistible offer, such as a great deal on one of your most popular products, or two products with one offered at a discounted price.
It can read, “Oops! You just landed on our error page, but we will make it up to you.
Get our super-hot selling __ at 15% of what others are paying on our site.”