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Every cloud has a silver lining. Even if your visitors end up on a 404 page, you can make something good out of an almost bad shopping experience.

Every now and then, I see humorous error messages that aim to turn frustration into fun. But why should you stop there?

Often associated with disappointment for online shoppers, 404 pages are still highly underused by e-commerce marketers.

An optimized 404 page can help visitors stay on your site, sign up for your email list, and even become customers.

And the best part is, you can start converting more visitors on your 404 pages today with a few minor improvements.

In this article, I’ll share seven of my favorite strategies used by top e-commerce brands to increase signups and sales, and how you can optimize your error pages for higher conversions, too.