Empty pages in your app feel like dead ends
Every empty page is an opportunity. Instead of "No items yet," show what to do and why.
When to use
Your product has multiple sections that start empty. New users see several "nothing here" messages.
Hypothesis template
If we replace generic empty states with fill in: contextual CTAs and examples, first-action completion will increase by fill in: target% because users know exactly what to do.
Method
The problem: New users see "No experiments yet" or "Nothing here" on multiple pages. Each one feels like a dead end that says "you haven't done the work."
What works: Replace every empty state with three things: (1) what this page is for, (2) an example of what it looks like filled in, and (3) a clear button to create the first item.
The result: Well-designed empty states increase first-action completion by 30-50%. They turn confusion into direction.
How to do it:
- List every empty state in your product (create a new account and screenshot every page)
- For each one, write a one-sentence description of what goes here
- Add a visual example or illustration of the filled state
- Add a prominent "Create your first [X]" button
- Consider adding a benefit statement: "Track experiments to see what works"
- Track: click-through rate on each empty state CTA
Key insight: Empty states are the most viewed pages by new users. They're either your best onboarding tool or your biggest churn driver.
Success metrics
- •Empty state CTA click rate
- •First item creation rate
- •Time to first action
- •Onboarding completion rate
Prerequisites
- A list of all empty states in your product
- Copy and illustrations for each
- Analytics on empty state interactions
Common pitfalls
- •Using the same generic message everywhere
- •Not including a clear action button
- •Showing empty states that make users feel behind
- •Forgetting to update empty states as the product evolves
Source: Basecamp, Linear. Well-designed empty states increase first-action completion by 30-50%.
Suggested ICE scores
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