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Glossary – Tripwire

Tripwire

Nikiforov Alexander
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What is a tripwire?

A tripwire is an inexpensive product that encourages potential customers to make a quick purchasing decision. The main idea is that the price of the tripwire is so attractive compared to the main product that the user does not think for long and instantly makes a purchase. For example, the online cinema ivi offers a 14-day trial subscription for just 1 ruble, which is a vivid example of a tripwire.

Most often, a tripwire is used in the information business and service sector. This model allows for easy and inexpensive creation of a separate product with high value and low cost, making it appealing to both businesses and consumers.

Why is a tripwire needed?

A tripwire occupies the second position in the sales funnel, right after the lead magnet. An inexpensive product helps a company achieve several key goals:

  • Build trust: A tripwire addresses the customer's problem and demonstrates that the company can be trusted. Customers often start thinking, "If this product costs only $1, what will I get for $100?"
  • Overcome the barrier of the first purchase: Customers provide their card details and become regular buyers. In the future, it will be easier for them to purchase the main product.
  • Trigger impulsive buying desire: Potential customers do not compare prices of similar offers and do not think about the feasibility of the purchase, as the advantageous price is obvious.

How much should a tripwire cost?

The price of a tripwire varies depending on the industry, target audience, and cost of the main product. It is recommended to test different prices to determine the most suitable one for users. It should start within the range of 1-10% of the cost of the main product.

How to create an effective tripwire?

To come up with an attractive tripwire, it is advisable to refer to resources and advice from professionals, such as the Unisender blog. A successful tripwire should not only be affordable but also interesting and valuable to the target audience, which will help create a solid foundation for further sales and strengthen trust in your brand.