Revenue Grid
The problem with Revenue Grid's Error Page
Before
Here's what the error page at Revenue Grid previously looked like:
The text on the error page was too technical, chunky, and emotionless.
Unsurprisingly, our error page had a bounce rate of 48%. This meant almost half of the users left the product at this point.
This also meant longer time to revenue for us, longer user onboarding, lower revenue, and lower SEO rankings.
In other words, it was a complete disaster.
Base version of web app error page
First version
First iteration
Approach
Shorten existing copy
The first thing I did was shorten the tecopy, without eliminating the important information users needed to navigate the problem and proceed to the next steps.
I also adopted a warm and personable tone of voice to convey a concierge-like feel
Helpful & actionable CTAs
Next, I created copy that suggests users follow some specific steps to solve the problem while reassuring them that their data is secure.
Result
12% decrease in bounce rate
Second (& winning) version
Approach
While the first version provided impressive results, I realized the copy could still be more direct.
I used active sentences that begin with the action word to give users an instant idea of what needs to be done while reassuring them of their data's security and privacy.
Result
25% decrease in bounce rate
Final iteration