The Magic of a Tripwire Funnel

TL;DR

• A tripwire is a strategic offer presented immediately after a low ticket purchase or freebie opt in to fast track the customer journey.

• The magic relies on the next logical step meaning the second offer must perfectly complement what your buyer just put in their cart.

• Avoid the jarring price and concept jump by ensuring your tripwire feels like a welcomed surprise rather than an out of touch pitch.

• Test the user experience personally by putting yourself in the customer's shoes at checkout to make sure the transition feels like an absolute no brainer.

A tripwire! I get this request all the time so here is a “How-To” Guide on putting your very own tripwire together. But first, a story! 

Let's say, for this story, you're a nutritionist, right?

You have this beautifully designed, simple landing page featuring an e-book for $17.00 on”10 Weeknight Meals for Women on the Low Glycemic Index”. 

I know, that's super specific right?

Anywho, your ideal client, Angela, finds it in your link in bio and makes the purchase. Just as she finishes checkout, she is redirected to a snazzy, new page. 

“IN THE NEXT 30 MINUTES” is flashing across the top of the page. 

IN THE NEXT 30 MINUTES, get 50% OFF your first 3 months if you were to join 

The Amazing Meal Planning Membership! 

[Promo Video]

Imagine waking up refreshed, confident and ready to tackle your day! 

In the Amazing Meal Planning Membership, you get…. [insert all your ICP geared copy with all the benefits, the before and after narrative and a detailed breakdown of what you get in the membership, with some testimonials sprinkled about]

Don't let this opportunity escape you!

This is a button -> [JOIN THE AMAZING MEMBERSHIP TODAY!]

Suddenly, Angela is considering getting this thing she’s never heard of before. She is thinking, “Of course! A membership would be perfect! They even drop new recipes weekly! This would be such a help for meal-prepping.” 

Angela snags the opportunity and now she is your newest member to your membership without you getting on a call, or putting on a launch. 

This is what a tripwire is. 

The logic behind a tripwire is that whenever you get someone to commit to a freebie or a low-ticket offer, you make it as easy as possible for persons to opt-in to the next logical step in their transformation.  

“You've committed to the e-book, but you know this wouldn’t take you all the way. So why not take the whole shebang?” 

You're trying to double down on the action they have taken, the purchase they have made, and show them how they stand to benefit. 

Again! I stress: Next Logic Step. I’ve seen some tripwires where the initial offer was a Journaling Prompts for Daily Gratitude for $20 and the tripwire was 1:1 mentorship on self-publishing your book for $300 $250 a session. 

One, that’s a serious jump in price. Two, the person needing journaling prompts isn’t there yet. 

Some may say, “You never know! That could be exactly what they are looking for!” But by doing this you unintentionally come off as out of touch or detached from the person going through checkout. Or worse! That the tripwire wasn’t done in good faith. 

If you are ever in doubt about what to set as your tripwire offer, I want you to put yourself in the customer’s shoes. If you were to go through checkout and have that experience, would it be jarring, or a welcomed surprise? Would it be a no brainer for your are you stepping away from the screen?

The goal is always for someone to feel like you get them, get the journey they are on and you are the person to get them to their final destination.

Let me know in the comments what tripwires you've been through and what made you buy? Or maybe what caught you off guard!