Auto-funnel is a modern and popular way to turn an interested visitor into a customer. It’s used to promote any product, like a casino offers Spinia bonuses or Netflix provides a discount on your subscription. Here’s what the role of a tripwire in an autofunnel is, how it works and how to make one.
What the Tripwire Is for
The primary purpose of a tripwire is to turn a potential customer into a loyal customer. A secondary goal is to reduce the time it takes to make a purchase decision.
The tripwire changes the relationship: the client becomes a customer and is more likely to buy from you again, because the tripwire has removed fears and doubts before the first purchase.
The tripwire won’t make a profit, but it will recoup the cost of attracting traffic.
How the Tripwire Works
Tripwire targets impulse buying. Impulse triggers a “coincidence of circumstances.” For example, a product at a low price, valid on the last day as part of a promotion. Who wouldn’t make such a purchase? The product may not be a vital necessity, but because of the low cost it’s difficult to refuse.
The Role of the Tripwire in the Auto-funnel
The tripwire in the auto funnel plays a leading role, it’s the first item to be paid for. The main requirements for it are:
- Simplicity and accessibility.
- Usefulness.
- Orientation on the impulse desire to buy.
Types and Examples
Book or PDF
The main advantage of this type is the ease of creation, especially in the format presented. The flip side of the coin is the ease of copying information. A tripwire in this format will only work if the product or service offered is original and unique. In the presence of a similar product from competitors to achieve a high conversion rate is almost impossible.
Video Content
Video lessons and records of various events work combine pdf. The only difficulty is the time-consuming process of creation. But it’s difficult to copy them, unlike the first option. Authorship of such content is protected.
Discounts for Beginners, Inexpensive Accessories, and Related Products
On the first order, you can reduce the price. And when selling smartphones, for example, you can offer the client a case, headset, film, and other related products at a discounted price. After the sale, you will have an email address, to which you can send offers of new phone models.
How to Choose a Tripwire
The right product for a tripwire is difficult to determine at first glance. You will have to test several options. It’s advisable to research the needs of potential buyers and identify the main requests, and then make a tripwire.
For example, if the main request is to lose excess weight, an effective tripwire can be a two-week subscription to a gym, a trial session with a trainer or making an individual nutrition program at a modest price. You need to test each option and identify which has the highest conversion rate.
How to Create It
The tripwire should be a kind of extension of the lead magnet and a precursor to the main offer. Some marketers even use formulas to set the optimal price for a tripwire to match its value.
To create a tripwire, it’s important to consider the following.
An Idea for the Product
Tripwire in sales should fit seamlessly into the product line. For example, when selling online courses for web analysts as a starter product, you can use a white paper – a book that reveals some of the topics from the curriculum. Only you shouldn’t describe the material for 100 pages because a tripwire should not be difficult to learn. It should quickly close only part of the needs, the rest – in the next stage of the funnel.
Price and Value
While creating the price, you should remember that the client isn’t ready to pay a large sum yet. But too low a price may also scare away the lead – he will doubt either your honesty or the quality of the product. The key is the price-to-value ratio, where the value of the product is many times greater than the cost.
Motivate an Impulse Purchase
The customer shouldn’t have the thought of putting off the targeted action for later. If you intelligently design the product and price it appropriately, you won’t have a problem with that. And to make the tripwire work for sure, use additional ways of motivation – give a discount for the first 20 buyers, inform about a price increase in a couple of days or offer something free as a bonus. Be creative but honest with your customers.
