Why You're Losing 95% of Your Website Visitors (And How to Get Them Back)
The Devastating Two-Touch Problem
Here’s a scenario happening at your park right now: Someone visits your website, fills out a contact form, gets one email (maybe one phone call). If they don’t book immediately, that’s it. You never contact them again.
Meanwhile, research shows the average buyer needs 5-12 touches before making a purchase decision.
You’re giving them 2 touches. They need 5-12. Is it any wonder your conversion rates are low?
The 50% Problem You Can’t Ignore
According to Gleenster research, 50% of leads are not ready to buy right now. They’re still researching, comparing options, or waiting for the right timing.
If you only follow up twice, you’re abandoning half your prospects during their research phase and losing them to competitors who stay in touch longer.
My Background: Marketing Automation Specialist
I’m Jason Ayers from RV Park Marketing Experts. Marketing automation is one of my core specialties because it’s incredibly powerful at converting prospects into tenants over time, not just immediately.
This system works 24/7 to nurture prospects through their entire decision-making process until they’re ready to book.
Understanding the Buyer Lifecycle
Stage 1: Awareness
Someone realizes they have a need or desire: “This winter, we should escape somewhere warm in our RV.”
Stage 2: Research
They start looking at options, comparing parks, reading reviews, and gathering information.
Stage 3: Decision Deadline Approaches
Like students cramming before a test, urgency increases as their travel date nears.
Stage 4: Final Decision
They narrow options and choose where to stay.
The problem: Most parks only capture prospects who are ready to decide immediately, missing everyone still in the research phase.
The Wasted Advertising Problem
If you’re spending money on pay-per-click advertising to drive website traffic, and 50% of visitors aren’t ready to book immediately, what happens to that advertising investment?
It’s wasted unless you have a system to capture and nurture those prospects.
Without follow-up systems, you’re essentially paying for website visitors who research your park, then book with competitors who stayed in touch during their decision process.
Solution 1: Marketing Automation
Marketing automation captures prospect information and follows up based on their behavior and interests.
How It Works:
Visitor behavior triggers specific sequences: If someone visits your golf course page multiple times, they automatically receive emails about your golf amenities with strong calls to action.
Automatic timing: Emails go out over days or weeks, staying top-of-mind throughout their research process.
Behavioral branching: When someone books, they’re removed from prospect sequences and moved to customer sequences.
Instant response advantage: 35-50% of sales go to whoever responds first (Gartner research). Marketing automation can send responses within 30 seconds, even at 3 AM.
The Competitive Advantage
While your competition sleeps, forgets emails, or gets distracted by daily operations, your automated system:
- Responds instantly to inquiries
- Follows up consistently over time
- Delivers targeted content based on interests
- Never forgets a prospect
Solution 2: Retargeting/Remarketing
What about visitors who don’t provide contact information? Retargeting follows them around the internet with your ads.
How Retargeting Works:
Tracking code: Small piece of code on your website tracks visitors
Ad placement: Your ads appear on other websites they visit
Consistent visibility: They see your park ads on fishing sites, news sites, social media
Touch accumulation: Each ad view counts toward those crucial 5-12 touches
This keeps you top-of-mind until they’re ready to make their booking decision.
The Revenue Impact: 10% Increase in 6-9 Months
Companies implementing marketing automation well typically see a 10% revenue increase within 6-9 months (Gartner research).
Why this works:
- Captures prospects during research phase
- Maintains top-of-mind awareness
- Provides instant response advantage
- Delivers consistent follow-up without staff time
- Converts prospects competitors abandon
Top-of-Mind Awareness: Your Secret Weapon
Top-of-mind awareness means being the first park prospects think of when they’re ready to book. This requires consistent, valuable contact throughout their entire decision process.
Without systems: Prospects research your park, then disappear forever
With systems: You stay visible and helpful until they’re ready to decide
The Follow-Up Formula That Works
- Capture contact information with valuable offers (park guides, area information, special offers)
- Segment by interest based on pages visited and content downloaded
- Deliver value consistently through automated email sequences
- Include clear calls to action in every communication
- Track and optimize what converts best
Stop Losing Revenue to Poor Follow-Up
Every prospect you don’t follow up with properly is revenue walking out the door to competitors with better systems.
Your advertising investment is only as good as your follow-up system. Without proper nurturing, you’re paying for prospects who book elsewhere.
Ready to Capture and Convert More Prospects?
If you own a park with 100+ spaces and want to implement marketing automation that turns more website visitors into paying tenants, let’s discuss how to build a system that works around the clock to grow your revenue.
Your prospects are researching right now. The question is: will you stay in touch until they’re ready to book, or will your competition?