Even if you always keep your website up to date people are sometimes going to end up on your 404 error page. It could be their fault–maybe they typed in a URL with mistakes. Or it could be because you took down a page inadvertently. There are many reasons why people end up on the 404.
What is important is that you provide them with an easy path back to your site. Replace the default page with something that is user-friendly. Don’t blame them for arriving here. Add links to important pages on your site. There are many creative things you can do to turn the error page into a positive experience and increase your conversion rate.
See the video below to see what others have done.
Improving your 404 error page can increase conversions.