Adding popular collections to the 404 page encouraged users to continue browsing, leading to increased conversions and engagement.
404 Page Featuring Best Sellers
Goal
CVR
Result
+6.79% (CVR) CVR
Category
Other
Outcome
Winner
Before
After
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.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+7.1%
Change in amount of orders
+6.8%
Lift in conversion rate
+0.3%
Change in revenue per visitor
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.
Detailed results breakdown
Average order value
-6.0%
Lift in conversion rate
+6.8%
Change in revenue per visitor
+0.3%
Change in amount of orders
+7.1%
Revenue change
NaN%
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