The 404 page is what a user sees when they go to a page that no longer exists on the site. Are you missing an opportunity to keep a user engaged when they visit one of these pages?
Mistype a URL shortcut on your site. What does your 404 page look like? Is there an opportunity to optimize this page with links back to the homepage or most visited pages on the site?
Or, perhaps, could you even invent a user experience that causes someone to engage, sign up or even purchase your product or service?
Errorlytics is also a useful tool that reports on all 404 pages found on a site. You have the ability to set up 404 page rules for specific pages that no longer exist or by referring pages. With this information, you can present alternate relevant content for a page that has been moved or deleted, improving the odds that the visitor stays on your website.