Hello, and welcome to another episode of growth detectives show. I am your host, Chris Planeta. In this episode, we are going to talk about ways to learn what's missing on your site. In the last episode, I talked about ways how to learn what content on your site is interesting for your website visitors.

However, how should you know what's missing on your website? 

This is something that we are going to talk about in this episode. So there are actually four ways you can learn that. The first one is very simple, it's simply to ask people and you can ask them during calls, email conversations.

You can send them some emails asking for reviews, opinions. You can ask them during live chats, you can show them forms asking for opinions during different stages of their conversion paths or funnels on your website. So there are many ways to ask people for feedback.

However, some of these are better. Some of these are worse. Definitely a better option would be to think of the path they are following at a given moment. So what is their final goal and then show them questions while they are, they are traveling on this path. Yes. So this is option number one.

To ask people.

Number two. So this is something I I like very much and it's very simple to do. It's simply to check what they search for on your website and what search results bring zero results. 

The third method is very similar to to the previous One is simply to check what filters they use on your category pages.

If you have like a list of products it is very likely that you also have some filters. But some, connections or combinations of those filters may bring zero results. So it's important to check what combinations bring no results. 

And the last option is something that actually I coined myself.

It's called a fail option or a fail path. What is it? Well normally when we are talking about the. User paths or conversion paths or funnels on a website. We assume that people travel from one yes to another. So we have a series of yeses. 

So yes, I like this advertisement. It just speaks to me.

Yes. I like the the image of the product. Yes. I like what it says in the in the description. Yes. I will click and add to cart button. Yes. So a series of yeses. Some of them are bigger. Some of them are smaller. However. There can always be a negation somewhere in this path. People may say, no, it, it's not for me.

I would prefer something different. In most cases, people simply leave the page. Because they have no other option, and it's important to add this option. It can be either a fail option, so just simply another button that asks them, Hey, what's wrong? Is there anything we can do about your problem?

Or a full fail path in your forms. If You have a form that spans over multiple pages Sometimes people are not very inclined to leave information of specific types or they don't know how to fill something in.

Yes, so it's a good idea to give them an option not to respond to something, to give them an option to tell you what's wrong with the form, or even to conditionally show them an optional. Fail path. Yes. So a series of questions, one or a series of questions where you want to learn why they are not going to or they don't want to fill the form and what you can do to make it better for them. 

So this concludes this episode. Thank you very much and see you soon or hear you soon in the next episode. It will be published on Monday or on Tuesday.