Tripwire Funnels
Tripwire (2-Step) Funnel
In a Trip Wire or 2-Step Funnel, visitors and potential leads are offered a ridiculously low front ticket purchase option. This is ultimately the “get a FREE BOOK just pay for shipping” strategy. Once a customer has committed to the purchase, you can now begin to upsell with things such as order form bumps and one-click up sells and down sells.
The two-step gets its name from the two-step order used on the landing page of this funnel type. In step one, a potential customer is asked for his or her contact information, which they submit. Then in step two, the customer selects their options and enters their credit card information. The true potential of this sales funnel is the ability to follow up the customer if they don’t finish the process.
Down selling and up-selling, follow the first page to maximize the average value of the cart. The aim of this sales funnel is to break-even or just recover the cost of ad spend. In the tripwire funnel, customers ascended to higher ticket offers along the funnel path.
TRIPWIRE FUNNEL TIPS:
The aim of a tripwire isn’t to generate income but instead to turn potentials into first-time customers. Once these customers are captured, they are more likely to purchase from your company continuously. According to Digitalmarketer.com, “People who purchased tripwires were 10 times more likely to purchase their core offer.” That is overwhelmingly convincing and reassuring statistics in favor of tripwires in your marketing funnel strategy.
Tripwires of different types can be tested. Some of these test tactics include; a book, a report, webinar, free or paid trial, a beta version of a software or application. The tripwire must connect with your core offer; t can’t just be any random low-ticket offer. For example, if you run a car rental service, you can’t be using a cleaning service as your tripwire. The best strategy would be to splinter your core offering and use a component of your splintered offering as the low-ticket front end.
TYPE: Buyer Funnel
PAGES IN TRIPWIRE FUNNEL:
- 2-Step Order Page
- One Time Offers (OTO) Page
- Upsell/Downsell Page
-
Offer Wall Thank You Page
APPLICATION IN VARIOUS INDUSTRIES/NICHES:
Author, Speaker, Coach, Consultant
If you have a book, run a "free shipping" offer. You could also offer case studies, reports, insights, etc. The highest converting one time offers would always be valuable products that complement the free offer.
Ecommerce
Figure out which of your products in your display cart that has that front-end low-ticket effect and sell this on the two-step sales page. The one-time offer could be the cart, and complementary products to the ones already purchased. The question would be, what is the next logical thing that the customer would want to purchase? These would become one-click upsells and down sells.
Business to Business
Create an in-depth industry analysis report and give it away for free. When you collect their details, then you can upsell core products.
Network or Affiliate Marketing
You could give away free samples of your affiliate product, and based on that, you sell them a subscription of the product at a discounted rate, or, you could even pitch them an opportunity of the business opportunity.
Professional Services
Think about the “MesoGuide” commercials, where they offer a free book, but just pay shipping. The one-time offer could be a purchase that gives regular access to this service and the complementary information on the second, one time offer.
Retail / Brick and Mortar
Select a most popular and low-ticket product and offer it with free shipping. Always offer a follow up "walk-in" coupon on the order confirmation page.
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