Articles > Conversion Optimization Conversion Optimization Touch Points: Turning Errors Into Opportunities, Part 1

On the web, errors are seemingly inevitable, and there are plenty of best practices for minimizing their negative effects. But what if we treated errors as an opportunity? What if we deliberately designed our customers’ error experience—not just for basic usability and clarity, but with conversion in mind?

In this article I’ll take a look at the concept of error experience design, why it’s important from a business perspective, and a few ways to turn an error into a conversion opportunity.

Why focus on errors?

I have to admit that part of my motivation here is purely selfish, as usual. I, personally, want a better, more enjoyable web experience. And errors, as the myriad stinging gnats of the web environment, should be made better so I can be happier. Simple as that.

I’m tired of seeing ugly, unfriendly errors like this one: …

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