Convert Your Shopify Traffic by Optimizing Your 404 Error Pages2 min read


It’s important to keep visitors on your Shopify store and eliminate the possibility of them leaving because of a simple mistake that can be easily addressed. Don’t miss a chance to retain users and keep driving traffic. Create a custom 404 Error Page for your store…your visitors will thank you.

If you have a broken link on your Shopify store and a visitor clicks on this link they will be directed to what is called a 404 Error Page. This is a standard page that will let the visitor know that the link they clicked on could not be found. We all know how annoying this page can be. The good news is that there are ways to make this error page work for us.

There are so many beautiful or funny 404 pages out there. But 404 pages can be so much more than that for your eCommerce store. In fact, they can be a flexible instrument — not just a notification that your visitors came to a page that doesn’t exist.

Moreover, this instrument can either turn into a lead or a subscriber generator! In eCommerce, each visitor is a potential win and costs you money, so you don’t want to lose any of them. It’s right to reduce the frustration caused by a nonexistent page with some cute design or a funny GIF, but what you really want is to transform this visitor into a customer.

The more backlinks and traffic you’re getting, the more products you have on your website, the more common 404 pages are going to appear. Why? Because with time your stock will change — some products or special sale pages will be removed and people will still try to reach them via the old backlinks. It’s hard to get rid of them completely.

Apart from finding the URLs that give a 404 page and fixing them, you should investigate how much traffic and who exactly is landing on them in the first place.

Google Search Console lets you see your 404 errors, but it doesn’t really give you that much info on the type of traffic. To know more, you should properly setup a static 404 page and track it as a separate page. This way you’ll be able to see Google Analytics metrics, such as the source of the traffic, behavior, and so on.

Now, we have a decent static 404 page which informs the customer that he or she has landed to a nonexistent page. Don’t stop there! Here are some methods to engage such visitors and to suggest alternative actions so they don’t leave the website.

Click Here to see the tactics available to you for your Shopify 404 error page!


About the author

Steve Hutt

Obsessed with ecommerce, entrepreneurship, and Shopify. If you have the desire to learn and implement what's working for brands today, I'm stoked you're here! This blog and podcast is my digital brain where my guests and I share cutting-edge marketing strategy, must have Shopify apps, and marketing platforms that will help you grow and scale. To do this, I'm on the Merchant Success Team at Shopify Plus and host of the eCommerce Fastlane Podcast.