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There are three ways in which an error message can be improved so that instead of presenting the internet user with a dead end, the user can actually still find a way in which to complete what it was they were trying to do. In this way, the presence of an error does not have to automatically mean the loss of a conversion.
Below are 6 examples of error messages that Webrageous Studios has created in order to explain the ways in which error messages can be improved. There are 3 effective examples and 3 examples of what website owners should be avoiding at all costs.
For the purpose of this illustration, Webrageous Studios has decided to present the examples as though they belonged to a site aiming to sell coffee. However, the rules apply to any kind of website, therefore everyone and anyone has something that they can take away with them from this article.
1. Positive Image and Clear Layout
This first example is what not to do. The image is not particularly inviting, the dark background is a little oppressive to the say the least and the accompanying text, because of both the font and the word choice, does nothing but help to anger the internet user further.
However, the example below uses image and color in positive ways. The image is quite cute and relates perfectly to the topic of the website: selling coffee. The brown color of the coffee beans has been picked up on in the text too and the word choice in this example is far less offensive than the previous.
2. Tone of Language
As already touched on slightly in the above section, the tone of the language used in an error message that communicates with an internet user is very important. Once presented with an error message, the internet user is likely to leave the site and try to convert elsewhere. This is why it is important to “speak” to them in both a friendly and positive fashion.
The first example below is not an uncommon sight on the Internet. The message is brief, unfriendly and has clearly been automatically generated by some kind of computer template. This is not going to encourage an already dissatisfied internet user to convert by any means.
Why?
Because the tone is impersonal and accusatory. It is implied in this example that the internet user did something wrong. In addition, it’s obvious that this message has not been created by the website owner deliberately for this website. There is no reference to coffee and no clear link in tone or style to the site itself.
However, the example below is much more positive. The internet user is “spoken” to kindly, they are told that they didn’t do anything wrong and it is made very clear that this error message has been specifically created for this coffee selling site because of the language used.
In this way, the internet user feels more assured that they are still on the same website that they were on previously and they do not feel attacked. Here, the PPC Advertiser still has the possibility of achieving a conversion from this internet user as they have not isolated them through the tone of the language used in the error message.
3. Links and Exit Routes
Finally, below is a very poor example of an error message that commits the worst possible crime…
This error message doesn’t allow the internet user to continue in any way.
It offers no further links, nor any further information that the internet user can use in order to make the conversion via another route. Essentially, this error message is saying, “YOU have done something wrong, therefore we cannot be bothered to deal with you any more. We DO NOT want your custom.”
Now, if this is true and you don’t want the internet user to convert, then fine, but it is highly doubtful that this is the case. Therefore, why create an error message that is nothing other than a dead end?
In contrast, however, the example below illustrates perfectly the ways in which an internet user is still encouraged to try to convert. This example includes links to other pages of use, a telephone number and an email address.
Perhaps you feel that including a telephone number is either impossible or a little extreme and that you would rather not be bombarded by constant telephone inquiries?
This is a personal decision and you can choose the forms of positive exit routes for the internet user yourself. The point is that the internet user MUST be given an exit route. They MUST be shown that there is a way to continue towards the conversion.
If the internet user is presented with a brick wall, then can they really be expected to do anything other than leave your site immediately and convert elsewhere?
The answer is… no.
Converting elsewhere is THE only option that you have left them with.
In Conclusion
Errors on the Internet do not have to be problems. They do not have to be negative experiences for the internet user or the PPC Advertiser. They can continue to drive the internet user towards their personal goal and towards that all important conversion, but only if you give them the opportunity to do so; only if you treat them kindly and with the respect that they deserve.
Follow the three ideas above as an initial start to the development of error messages for your site and then track the changes in conversions accordingly to see if the developments you have made have had positive effects on your conversion numbers or not. Hopefully, the results you see will convince you to put more effort into this area in the future too.
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