Consider Logged Out, 404, and Server Error pages as marketing opportunities
Logged Out page
Don’t overlook the lowly “logged out” page as a marketing opportunity! If a site visitor has taken the time to actually click the “log out” button on your site, you’ve got them engaged for just a few more seconds -- use it wisely!
Adding a logged out page with a marketing message is a particularly useful technique to prompt departing visitors to take your site on the road with them if you offer a mobile website or app.
For examples, many social networking sites are using the logged out page to recommend downloading their mobile app. Facebook says, “Heading out? Stay connected. Visit facebook.com on your mobile phone.” LinkedIn and Twitter suggest downloading their free apps to take their service on the road with you.
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Twitter prompts users to "go mobile" using their free app or their SMS service.
A Logged Out page can also be used to prompt the visitor to bookmark your site, download a free whitepaper, request a reminder to revisit your site in two weeks, print a 10% off coupon, or “Like” you on Facebook.
404 page
The sad plight of the 404 page is to report a broken link to the visitor. Common sense dictates that you want as few of these as possible. However, everyone is bound to experience this from time to time, and it’s a great opportunity to apologize to the visitor and try to direct them to something they might be interested in.
Take time to consider the design and links on the 404 page. Don’t make the mistake of thinking your site is perfect and you’ll never have a broken link!
The 404 page is a great opportunity to list your most popular pages or provide a site search tool.
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Celsis lists its most frequently accessed pages and its company division homepages.
You should design and style this page properly so that it retains your standard branding and website template, and it looks like an actual page on your website, rather than an unfortunate error.
Finally, make sure to test out your 404 page by typing in some gibberish pages that you know don’t exist, and make sure your web server and content management system are set up to properly display this page.
Site Error page
Sophisticated database-driven websites experience errors from time to time. Even the most well-tested commercial software contains bugs, and your visitors will experience them occasionally.
The last thing you want to do when your site goes down or experiences an error is display the dreaded error message. On Microsoft sites, it’s affectionately known as the “Yellow Screen Of Death.”
My recommendation is to design a clever, apologetic, and fun site error page and messge. Add some levity to the situation to catch your visitor off-guard. You’d rather they not post your error on Facebook and write a scathing condemnation of your site, and you have a better shot at re-engaging them later on if they leave your site feeling better better about the crash they just experienced.
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MyAdventures.com uses a humorous message and design: "Oh no, Server Error! This is Tyrannosaurus Wrex. He wrecked the page. While we chase him down with keyboards, a coffee pot, and fear, we suggest you run."
Finally, please make sure all errors are logged to a database, and reviewed regularly by your webmaster or developers since few users will take the time to email you to let you know what happened. If you capture the errors, you can pleasantly shock them by sending them an apologetic email and letting them know you’ve fixed the problem.
Ben Rowland is co-founder of Tecture, a Chicago web/mobile design and development company.
