Custom 404 error page examples

While you may hope that 404 page errors will never happen, chances are they will. And while a 404 error might not necessarily be your fault, it’s important to manage the user experience for your now disappointed visitor.

No matter what the reason, 404 errors happen and it’s best that you are prepared for them.

In this post, we’ll look at the best way to optimise your 404 pages for a better user experience, Google Analytics tracking options, and how to prevent as many 404 errors as possible.

Why You Need a Custom 404 Page

It’s easy to find a broken link on your site. Hopefully, it’s not something that looks like this:

The average Internet user may not know that a 404 error means that the page they were looking for is missing.

They might think your entire website is gone and go in search of a new website. This could lead to lost readers, subscribers, leads, and sales. All just because they tried to reach one little missing page.

This is why having a custom 404 page is a must for every website, whether it is a blog or a business.

Essential 404 Page Elements

There are lots of ways you can go with your 404 error pages. I like a balance of creative and constructive.

For example, Airbnb mixes a helpful list of popular internal links with a creative animation:

airbnb's 404 error page

What should you include in your 404 error page?

Try these useful considerations for your error page:

eharmony's 404 page

Eharmony use a light hearted message and a strong call to action.

Most of the time, that’s enough of a brief for your creative team to build something exciting. We’ll look at some examples in a moment, but let’s cover error tracking in Google Analytics first.

404 Page Analytics: Tracking 404 Errors with Google Tag Manager

Getting 404 tracking properly configured on your website will mean that most if not all errors are tracked giving you plenty of opportunities to tackle them.

Firstly you need to be sure that you’re firing Google Tag Manager script on your 404 page. That’s easy enough – you can either manually check the HTML source of the page or install Tag Assistant (by Google) for Chrome.


Google Tag Assistant running on the Builtvisible Custom Error Page

To track your 404 error pages through Tag Manager, you’re going to create a user-defined variable called “Page Title Variable”.

The variable type is a JavaScript variable and the Variable Name is document.title:

page title variable using JS in Google Tag Manager

This user-defined variable returns the value of the page title. We now need to create a trigger

In your Google Tag Manager account, go to Triggers and create a trigger for whenever the page title matches whatever is contained in the title tag of your custom 404 error page.

Our page contains “Page not found”, so we’ll set the trigger on that value. Be careful as this match type will be case sensitive. If you’re not sure, use “matches RegEx (ignore case)”.

pageview 404 trigger google tag manager

Finally, create a new tag – I’ve zoomed out a bit to try and demonstrate all of the settings. Basically, you’re creating an event with category name 404 error that logs the page path as the action.

When you’re done, go ahead and publish.

More 404 examples


Builtvisible has a custom 404 error page which sends our visitors to either our blog, or our case studies section.

builtvisible custom 404


Lego’s 404 error page is a fun and easy to understand on-brand experience. There are lots of links to get the user back on track, wherever they might need to go.

lego 404 page


This is a hilarious example of an animated custom 404 page from Gymbox. From a creative perspective I can imagine the team there having a lot of fun with this. It also speaks to their values – they’re obviously relaxed enough about themselves to do this!

gymbox 404


Not even the Eye of Uatu sees your request! A perfectly thought out and very fan specific 404 page with some basic interactive components to provide a bit of entertainment.

Marvel's 404 page

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