Want to Boost Your Conversion Rates? Try a Tripwire Offer

Most of you are probably already familiar with lead magnets (free items that you give away in exchange for a user’s email address).

The idea is that once someone downloads your lead magnet you can market your products and services to them via email, and hopefully convert them into a customer.

The problem is it’s a big jump to go from a free lead magnet to a $50 monthly subscription or a $1,000 course. So, how do you get your leads to take the leap?

Turn leads into customers with tripwires

Tripwire offers are heavily discounted items (sometimes priced as low as just a few dollars). They could be simple products that are easy for you to produce or smaller versions of your existing products.

Think of a tripwire as a stepping stone between your lead magnets and your higher-priced items. Someone might not be ready to purchase your entire course—but they might pay you $20 to view the first lesson.

While these products won’t generate a lot of revenue they do accomplish one very important goal: turning leads into customers.

And once you get someone to pay for one of your products they’re much more likely to purchase more from you (assuming you continue to provide value).

3 ways to use tripwire offers

Okay, so now that you’re all caught up on what a tripwire is let’s go over the three most common ways to offer them to your customers.

Top of funnel

With this strategy, you’ll direct users straight to your tripwire offer and skip the lead magnet altogether.

This is a good approach if you’re looking to convert leads quickly. However, because you’re asking people to pay for something right away the product will need to have a high perceived value and a very attractive price.

On your thank you page

One of the most popular places to offer a tripwire is on the thank you page for your lead magnet.

If someone is downloading your lead magnet they’re clearly interested in your products and services. Why not see if they’re ready to make a small purchase?

There’s really no downside here. If they go for the offer you make a quick sale. And if not you still have their email and can offer them something again at a later date.

In an email

The last option is to offer your tripwire in an email after someone has downloaded your lead magnet.

Depending on your products or industry, someone might require more information before making a purchase. If this is the case for your business it might be a good idea to nurture your leads a bit before sending them your tripwire offer.

A few tripwire examples to inspire you

Wondering what to use for your tripwire offer? Here are a few ideas:

• Smaller/condensed versions of your core products.
• Content bundles
• Spreadsheets
• Templates
• Ebooks
• Webinars
• Consultations

If you’re not currently offering a tripwire, and you’re looking for a way to boost conversions, then this might be the perfect solution.

Create your own tripwire offer and start turning more leads into customers!