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People want to try a product before making a big purchase. This is a natural desire, and it can be used to increase sales conversion. A tripwire is a tool that helps a client get acquainted with a product or service without spending a lot. We tell you how to create an effective tripwire for online and offline business.

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What is tripwire
Tripwire is an inexpensive product that helps a person decide on their first purchase. Due to the fact that its cost is symbolic, the client makes a decision quickly and most often impulsively.

The main task of the tripwire is to overcome the buyer's fear of purchasing ukraine phone number list a product or service, to introduce him to the quality and service. The person begins to trust the company, and the likelihood of purchasing the main product increases.

A tripwire is a small first purchase. Not yet the main product, but no longer a free sample or lead magnet.
The word tripwire is translated as "stretch" or "trap". It provides "easy entry" for the client and moves him to the next step of the sales funnel, smoothly leading to the main purchase.

Here are some tripwire examples from different areas of business:

Online cinema - monthly subscription for 1 ruble.
Web studio - development of a promo page for 30% of the cost for new clients.
Beauty salon - everyday styling for 300 rubles.
Clothing store - a stand with big discounts near the entrance.
Luxury cosmetics - sample set with 90% discount.
This tool is very often used in e-commerce, online services and infobusiness. Offline, tripwire is used primarily in the service sector and sometimes in sales.


A tripwire is a product with a symbolic value that helps make the first purchase.
The main disadvantage of tripwire is low profitability for the company, because the business gives customers big discounts. But these costs quickly pay off due to attracting new clients, building long-term and trusting relationships with them.

Tripwire functions
The main function of a tripwire is to reduce barriers before the first purchase and introduce the client to the company. In addition, it gives the business a lot of other advantages:

attracts new customers;
reduce decision-making time;
helps convey the value of the product;
increases brand trust;
creates conditions for subsequent sales;
reduces the fear of purchasing the main product.
All this ultimately increases conversions and optimizes advertising costs.