What is a tripwire in marketing?

A tripwire is a very low-priced offer, usually somewhere between $7 and $47, shown right after someone opts in. Its purpose is to turn a lead into a buyer, not to make a profit.

What are tripwire terms?

Tripwire offers are usually one-time, instantly delivered and non-recurring, with a simple refund policy, because friction defeats the point of an easy yes.

Tripwire

Quick answer

What is tripwire?

A very low-priced, easy-yes offer used to turn a lead into a buyer before presenting the main offer.

Also called: Tripwire offer, Tripwire funnel, Self-liquidating offer.

In plain English

A tripwire is priced low enough (often $7-$47) that saying yes barely feels like a decision. The goal isn't profit — it's converting a browser into a customer, because someone who has already bought once is far more likely to buy again.

Example

A $17 swipe file offered immediately after someone downloads a free lead magnet.

Why it matters

Tripwires raise average order value and prime buyers for the upsell that follows, which is why they show up as a dedicated step in application and evergreen funnel templates.

Common questions

What is a tripwire in marketing?: A tripwire is a very low-priced offer, usually somewhere between $7 and $47, shown right after someone opts in. Its purpose is to turn a lead into a buyer, not to make a profit.
What are tripwire terms?: Tripwire offers are usually one-time, instantly delivered and non-recurring, with a simple refund policy, because friction defeats the point of an easy yes.

Related terms

In-depth guides

Go deeper

See it inside a real conversion system

OfferConverter AI turns concepts like this into an actual plan, written for your offer.

Start Free — No Card Needed See What You Get How It Works