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404 pages sometimes contain links to social networks
This option is suitable for sites selling online courses. The main thing is not to offer the user the product too persistently, but to give him an unobtrusive hyperlink to the courses that he can take. Optimally, do this with humor.
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An example of how a 404 error can lead to a page with a new zealand cell phone number list free lesson
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You can offer the user to download a useful book through a pop-up banner.
List of popular articles on the site
A good option for news sites and thematic blogs. As a rule, users come to such resources for information, and additional links can be very useful. Publish buttons on the 404 page, clicking on which a person will go to the most popular and interesting materials of the week, month or year (depending on the frequency of posting).
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The user did not find the page they were looking for, but they will be able to read useful articles