How to turn lurkers into visitors

If you feel that many people are looking and not booking, lurking but not visiting or spending - then you're not alone. 

There's a lot of 'wait-and-see'

Waiting for the weather to get better. Waiting for the economy to improve. Waiting for some kind of certainty. Waiting to feel better. 

This is all going to take some time. 

Of course some people are struggling, but there are also many still with money in their pockets. 

But they're waiting. They're in a state of inertia. 

It's our job to show them that if they make a decision to visit us, it will give them a boost. Help them to feel better, give them something to do, something to talk about. It could energise or motivate them. Give them new ideas, a pick-me-up. 

What can you say - on your website, in mailings, on social media to show potential visitors what they're missing, how they'll benefit from visiting? 

Perhaps your lookers need more of an emotional appeal to show them the difference between your business and others?

Perhaps you need something to just push them over the edge towards a booking? 

Or maybe you've offered a strong emotional appeal but not enough rational information - both are necessary.

You might need to look again at how you offer the right kind of reassurance to potential visitors?

Perhaps your lookers aren't ready to book yet for external reasons, but they are interested? If this is the case, you need to make sure they don't just forget. So if you have a lot of lurking lookers, get them to take some action, even if it isn't a full booking - suggest they follow you on social media and sign up for your mailings so you have other chances to push them into action. 

If you've noticed an increase in lookers on your website, you're doing something right. Don't give up now - keep going and you'll eventually turn them into bookers. It's often the last few tweaks of your website, a few small changes to your social media messaging, a final mailing that makes the difference...