How to Convert MORE with Tripwire Funnel — Russell Brunson
The key to a good tripwire offer is to first think about who your dream clients are. What would they want? What would get them to stop in their tracks, raise their hands and let you know that they are your dream customers? If you can figure out what that bait is, then you’ll have a successful tripwire funnel.” — Russell Brunson
Russell had shared the power of tripwire funnel many times in his books, podcasts and youtubes.
He stated that most of his income comes from these 3 basic funnels: tripwire, webinar and highticket funnel. Each of this funnel treats different level of audience from cold to warm.
Tripwire funnel is the first basic funnel he uses to give value to his cold audience, and these customers will keep buying things after they have received massive value from the tripwire offer.
Now, let’s dissect the dotcom secrets tripwire funnel by Russell Brunson. This case study is from his pdf sharing.
Page1 :Free + shipping book (if you do not have book, products work too)
From page 1, dotcom secrets book with free shipping he got 14% purchase rate.
Page2: Order bump
He offered an audio book only $37 with an unpublished chapter. Guess what, he got 28% conversion from page1 visitors. This is powerful, many of the business owners have seen and implemented this if you are familiar with the extra $USD to upsize/upgrade thingy.
Tip #1: Put the one time offer — only $37 in red text to make sure they are going to be billed by ticking this.
(Attachment below is the latest screenshot from his dotcom secrets, seems like he is upgrading his order bump prize to bigger scale and more options too. )
Page3: OTO 1 (Upsell)
Tip #2: Sell the same thing will work in supplement but not for info product
What does this mean? This means when your audience bought something from you on page1, you have scratched their itch already, if you sell them the similar thing, it will never work, it hurts your conversion. Why do they need the same info product? So, sell them something relevant with the first offer, make it logical.
However, if you have seen the example of organifi or any supplement industry, the upsell is selling the same products with different amount. Why? Because they need it, and they will consume it, so if buying more helps them to save money, why not?
For upsell, you have 2 options: sell in higher price point with lower conversion or sell in lower price point with more conversion.
Tip#3: Remember to remind your visitors: “Wait! Your Order Is Not Yet Complete…”
Tip#4: Put “ No Thank You, Please Don’t Add Instant Traffic Hacks To My Members Area At This HUGE Discount.”
This is part of the psychology — states what they are going to lose. With this, he offered an instant traffic hacks member area, he got 4% conversion, now his average cart value has increased from $27.39 from $18.31.
Page#4-i: Downsell
Tip #5: Max 2 upsells or 1 upsell and 1 downsell, do not over do it, it ruins customers happiness.
He did not use downsell in this funnel. If he will, He would offer a payment option to ease the visitors’ burden. Again, this must be logical and you need to know what they want first. Sometimes, people don’t buy from your oto1 is they don’t need it, some is when they don’t have money.
Another successful variation is that he offered a physical product on OTO1, he will offer a downsell of a digital version with a discount.
Page#4-ii: OTO2
Tips #6: Remind visitors “Almost Complete… Stop Everything! Do Not miss this limited-time offer…
Tips #7: Use different colors and images to make sure they know this is a new offer
In this OTO2, he offered a perfect webinar scripts with $297 single payment. He got 4% from OTO1 visitors, has increased the ACV to $32.10.
Page#5: Thank you Page with Offer Wall
Tips #8: Put more offer wall to keep the hyperactive buyer continue buying.
Remember to include a thank you message, and instant access for digital products they have bought.
Conclusion, he can use $32.10 to acquire a lead and it’s still break even. But this is just starting, these customers are going to be in the loop of funnel No. 2 and funnel No.3 to increase the customer lifetime value.
Hope you enjoy this sharing and summary from the case study.
Ashely CP Yeo,
Your landing page/ sales funnel builder
