LeadMagnetGeniusLet’s walk through setting up a tripwire funnel in a simple sequence:
Step 1: Entry Point – Lead Magnet or Direct Low-Cost Offer. You need an entry point to get folks in the funnel. Often it’s a free lead magnet or a signup form. For example, you run ads to a landing page offering a free e-book or webinar. This ensures you still capture leads who won’t buy anything yet. Alternatively, some tripwire funnels start with the low offer itself – like an ad straight to a $9 product (this can work if it’s very enticing). A two-step order form is a common tactic: the first step of checkout captures email (so even if they abandon at payment, you got the lead). Tools like FunnelKit or ClickFunnels support this.
Step 2: Tripwire Offer Page. After the initial opt-in or on the confirmation page, present the tripwire. This is the sales page for your low-cost offer. Keep it congruent with what they just did. For example, “Thanks for signing up for the free guide. While you’re here, special one-time offer: [Offer details].” The page should highlight: - What the product is and the quick benefit (“Get our 5-video mini course to [achieve specific result] in just one week”). - The limited-time nature (e.g., “Only available on this page with a 75% new-customer discount,” plus a timer perhaps). - Possibly a bit about why you’re offering it cheap (like “We know this will prove how valuable our material is, so we’re willing to offer it at a steep discount for first-time customers” – people like a reason). - A clear call-to-action button to purchase. If possible, use the info they already provided to simplify buying (e.g., if they entered name/email for the freebie, carry that to checkout fields).
Step 3: Checkout and Payment. Ensure the checkout process is seamless. Don’t ask for too much info – just what’s needed for payment. Because it’s a low price, consider allowing PayPal or other easy pay options, since people might do it on impulse. Some marketers have seen higher conversion adding Apple/Google Pay for one-click purchase, etc.
Optionally, order bumps can be added here: a small checkbox on the checkout offering an add-on for a few extra dollars. Example: “Add the workbook bundle for $5” (Kim Garst’s example mentioned an order bump on her checkout). This can increase average order value a bit, but don’t confuse the buyer with too many things.
Step 4: Thank You / Upsell Page. After purchasing the tripwire, you can either: - Just deliver it and thank them (keeping it simple). - Or, present another offer (an upsell). Many tripwire funnels include a one-click upsell immediately after. This could be a slightly higher-priced offer or a bundle. For instance, “Wait, your order is not complete... special offer: get our full course at 50% off.” One example from FunnelKit’s guide is after the initial purchase, they suggest you can add a one-click upsell page in the funnel. It’s optional, but if you have a logical next tier product, this is a chance to increase revenue. Just make sure it’s relevant and a good deal as well.
If upselling, also include a “No thanks” link clearly for those not interested. If they accept the upsell, great – if not, maybe present a downsell or just proceed to thank you.
Step 5: Delivery of Products. Ensure the buyer receives what they paid for immediately (via email with download links or membership access, etc.). Also deliver whatever freebie they originally signed up for, if that was separate.
Step 6: Follow-Up Sequences. Now you have two groups: those who bought the tripwire and those who didn’t (but did sign up for the freebie). For tripwire buyers, send a welcome as a new customer and maybe an onboarding sequence that nurtures them towards your core offer. They might skip ahead in your funnel because they’re already a customer. Perhaps invite them to a strategy call or give them additional tips to use the product, then segue into pitching the next level. For non-buyers, you can have an email sequence reminding them of the offer (“still available for 48 hours if you want it”), then perhaps closing that deal, and later continue nurturing via emails to eventually pitch your main product.
Step 7: Analyze and Optimize. Watch the metrics: opt-in rate, tripwire sales conversion rate, upsell take rate, etc. Optimize copy, timer length, pricing if needed. A well-oiled tripwire funnel might convert 5-30% of leads to buyers depending on traffic quality and offer attractiveness. If conversion is low, test different headlines, or check if the offer truly is aligned and valuable. If it’s high, see if you can even raise the price a bit or drive more traffic.