Lead Magnet to Tripwire Funnel

This is a two-step funnel. First, offer something useful for free (the lead magnet) in exchange for an email address. Right after sign-up, offer a low-priced product (the tripwire) that solves a related problem. The goal is to turn a subscriber into a customer early.

How it works

The hardest step in acquisition is often the first purchase. A free offer gets people onto your list, but free subscribers may never buy. A small purchase right after sign-up, while interest is high, turns some of them into customers. Customers who have bought once are more likely to buy again. Tripwire revenue can also offset part of the ad cost of building the list. An email sequence then introduces your core product.

How to do it

Create a lead magnet that solves one specific problem fast. Templates, checklists, and calculators work well. Tie it to the problem your core product solves.
Create a tripwire that is the logical next step. Example: lead magnet is an ad copy template pack; tripwire is a short paid course on writing hooks. Price it low enough to be an easy decision and deliver it digitally.
Build three pages: a landing page with the opt-in form, a thank-you page that presents the tripwire, and an order confirmation page that offers the core product.
Run ads to the landing page and optimize for leads. Track cost per lead, tripwire take rate, tripwire revenue, and later revenue from tripwire buyers.
Write two email sequences: one for tripwire buyers and one for subscribers who did not buy. Both deliver value and present the core offer. Track them separately.

What to measure

Cost per lead (CPL): ad spend divided by email sign-ups.
Tripwire take rate: tripwire purchases divided by sign-ups.
Front-end ROAS: tripwire revenue divided by ad spend.
Core offer conversion rate: core purchases divided by subscribers, split by tripwire buyers and non-buyers.

Best practices

Show the tripwire on the thank-you page, right after sign-up. If it really is a one-time price, say so plainly.
Make the lead magnet, tripwire, and core product a clear ladder where each step leads to the next.
Test price points. Judge them on total funnel revenue, not just take rate.

Common pitfalls

A generic lead magnet. “Marketing tips” attracts everyone and qualifies no one.
A tripwire too close to the lead magnet. If the free item already solved the problem, people will not pay for more of it.
A weak email sequence. Most of the revenue comes after the first purchase, so the follow-up matters.
Fake urgency. Countdown timers that reset damage trust.