Error messaging when the fault is yours

How do you communicate with users when you cannot provide them with your usual service because something has gone wrong with your website?

How do you tell them in a simple, clear and non-frustrating way that they need to come back later to do what they wanted to do?

As a web user, I recently found myself in the situation where a web page was inaccessible. Having clicked on the link to an interesting article on Econsultancy, I landed on this error page:

The user experience of this error page is well-thought out and does not leave space for frustration. Here’s what makes it different from any others:

1. A simple message speaking the user’s language: “Whoops. Something’s gone a bit wrong.” This is short, clear and useful, and does not contain any ‘404’ or ‘502’ messaging.

2. Taking the blame: “We’re really sorry for the inconvenience – this is our fault, not yours.” This is not only an apology but it’s also useful to know that my system or connection isn’t to blame.

3. Helpful information: “We’ve been automatically notified of the problem and we’ll fix it as soon as we can.” Here they are communicating that they are dealing with the problem. You do not have to do much; just wait (hopefully not long).

4. A hint for what to do next: “In the meantime, you can try refreshing the page… If it still doesn’t work, please contact us online or by phone…” Here they are suggesting to you what to do next, which shows a commitment to solving the problem.

5. Showing a human side: Generally the whole page does this but in particular the video of the CEO wiping out is a nice touch. A reminder that no-one is perfect and that it’s only fair to give people a second chance.

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