Four oh four > FT Labs and their 404 split test

Posted on 27/09/2015


Split testing humour and utility across 404 pages

The clever chaps and dames at the FT have been split testing 404 pages. Not for any direct commercial gain but for the hell if it.

But also for the brand. Because, as Craig Sullivan puts it, “web copy is the lens through which people experience the product”. These moments are your brand. Make it work and make it alive.

The FT online 404 page: a funny economics joke?