404 Page Featuring Best Sellers
Discover how updating a 404 page with popular collections led to a 6.8% increase in conversions and enhanced user engagement. Explore the results!
Metric
CVR
Lift change
+6.79% (CVR)
Control
Variation
If we display the most popular collections on the 404 page, then bounce rates will decrease because it provides users a clear path to explore relevant products.
What We Changed
- Added links to popular collections on the 404 page.
- Provided visual cues to guide users to product categories.
- Included a call-to-action to encourage further browsing.
Detailed breakdown
Conversion Rate
+6.8%
Orders
+7.1%
Average Order Value
-6.0%
Revenue Per Visitor
+0.3%
Key Learnings
- Displaying popular collections reduced user frustration on error pages.
- Offering clear navigation paths improved user retention.
- Increased visibility of products led to higher conversions.
- Clear calls-to-action encouraged users to stay and explore.
