Tripwire marketing is the practice of offering leads a low-cost product with the intention of selling them more expensive products later.
Tripwire marketing is a common practice intended to increase first customer acquisition. The theory behind marketing tripwires is that higher-cost purchases result in higher friction and reduced willingness to pay (WTP). Once a lead has become a customer, they are more likely to become a customer again – and starting with a low-cost product makes more leads more likely to become customers.
After a tripwire offer is accepts, tripwire customers typically get segmented into a separate list, which allows for more targeted marketing campaigns and upsells.
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