Tripwire

Tripwire is an inexpensive first product whose task is not to make money, but to convert a lead into a buyer. The price is usually symbolic: from 100 to 500 rubles, sometimes a little higher. Psychological meaning - the client takes out the card for the first time and makes a transaction with the brand.

The tripwire’s logic is that the barrier between “free” and “paid” is the highest in the entire funnel. A person who has paid once, even a little, is much more willing to buy further: he is already “his own client” and not “a lead from the Internet.” Next comes the main product and upsells.

Tripwire does not work everywhere. In b2b with a long cycle and a large check, it rather interferes - there the role of the “first step” is played by an audit or a pilot. Tripwire is good in b2c and information products, where the path from interest to purchase is short and emotional.