Similar to our Tip 13 on 404 pages, an empty state should never be a dead end on your site. There should always be a relevant line of copy or CTA so they know what to do next.
Some examples:
- An empty shopping basket – include a line of copy such as “Your shopping basket is currently empty” and a button labelled ‘continue shopping’ to with a link to your inventory.
- Hosting site for videos: Have a tile of “Upload a video to begin” and a clear CTA that says “Upload”.
- Holiday booking site – “You have no upcoming trips planned yet”. Include a prompt such as “Start exploring” that takes users to either a search page or a listing of hotels with filter options displayed.