Engaging 404s: Keep Users on Site With AI-Powered Relevant Content

engaging 404s

A 404 page can be a horrible user experience, but it can also be a delightful one. There’s no reason why a 404, also known as a “Page Not Found” error, can’t provide relevant, contextual content based on what the user was originally seeking out. That’s especially true now with the potential for AI to find and surface the best related content.

That’s why we’re thrilled to introduce a solution for this called Engaging 404s. It’s the latest in a string of AI-powered integrations we’ve launched that have improved the editorial and user experiences, including AI headlines, AI search, and AI recirculation. Instead of reaching a traditional “Page Not Found” error message, a user will land on AI-generated search results for the keyword phrase (URL slug) that the page was supposed to deliver on. Instantly, a negative user experience turns into a positive one, with relevant pages that match the user’s click intent.

Our team has built a custom layout for this, making sure that all best practices are incorporated and opportunities are maximized. Here’s how it works:

  1. It is clear to the user that this is a 404 page, but the text doesn’t take up too much space.
  2. Stories are above the fold, which allows users to see them before they lose interest.
  3. The URL slug is highlighted as the key phrase.
  4. Results are powered by AI, which is excellent with its command of language and how content is related to each other — it can even deliver results based on typos.

engaging 404s wireframe

Kidadl has a great example of this in action, which includes a custom design that we created for them. If you try to visit a page under the URL, you will find that no such page exists. But what you will find is the most relevant posts based on the phrase “baby names.” Likewise, if you go to, even though that page doesn’t exist, you still find relevant “pet names” posts.

engaging 404s examples on Kidadl

This new offering is sure to pique the interest of users to explore more on your site rather than become frustrated and bounce from it.

Intrigued? If you currently work with us, let your account manager know that you’d like Engaging 404s enabled for your site. We can even build a custom design if you’d like to maximize engagement.

If you’re not working with us, what are you waiting for? Get in touch and we’d be happy to change that.

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