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 reading
- What Is a Tripwire Offer? Your Guide to Low-Cost Introductions
Discover how a small offer can lead to bigger opportunities for your business and your customers.
Related terms
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