I have been experiencing a lot with my blog oliviarose.fr in order to increase its revenue. While scrolling into Melyssa Griffin’s blog, an online marketing guru, I came across her article “6 strategic ways to actually make money with your email” (link). I have been following Melyssa for a while now. I even took a few online courses with her that were very helpful to increase my email list and my website traffic.
In her blog post, she advises to add a tripwire to the thank you page. Right after hearing about this concept, I immediately took action and gave it a go. I will be showing you how I implemented the tripwire sale idea on my website and how it increased my website revenue by 28%.
What is a tripwire?
A tripwire is a low-priced product, usually under $10, that you pitch right after somebody subscribed to your email list. Its main purpose is to convert leads into customers.
Those new customers are more likely to open your emails in the future and purchase your higher prices products when they already bought a value packed product from you. It is also a validation that your niche is interested and ready to buy what you are offering.
How I set up my tripwire?
I will be implementing the tripwire strategy on my blog oliviarose.fr where I give advice in french on how to care for natural afro hair.
One the most popular question I have been asked is “What product would you recommend for my hair”. In my natural hair maintenance ebook, I have provided a list of over 150 hair products that I recommend. My niche is very aware of the composition of their hair products and prefers natural organic products to “chemically-based” ones. I spent some time analysing the composition of the hair products and highlighted the ones that contain ingredients like silicones and mineral oil. It is a go-to list when you want to buy a new hair product and helps them save time.
I didn’t want to create a particular product for my tripwire sale so I simply sold the list of product separately.
It is a 5 page PDF document. I personally think that it is a great product. I even refer to it myself from time to time. I priced it at 4.99€ ($5.70). Here is what it looked like:
Now that my tripwire product is ready, I needed to change my thank you page. I have decided that I will be offering this low-priced products on every thank you page of my lead magnets.
I took a few screenshots of the PDF and added them to my thank you page in Leadpages. It says: “Check your inbox in 10 minutes to download your guide ‘7 steps to have healthier hair’. In the meantime, order my list of over 150 recommended products”.
I linked the “buy now” button to a Samcart checkout.
What are the results?
This is actually the first month that I have been implementing the tripwire.
Between the 12th of June and the 12th of July, I made 7 tripwire sales that translated into $39.94 in revenue. My total revenue for my ebook sales + my tripwire sales was $234.27. The tripwire sales represent 17% of my revenue.
The previous month, my ebook sales was $182.95. Implementing the tripwire helped me to increase my revenue by 28% increase.
How can I improve these results?
I will be testing different strategies in order to increase my tripwire sales revenue.
1) Instead of having screenshots of the PDF on the thank you page, I will be embedding a video where I will be introducing myself and the product. Remember, we are selling a list of recommended products. A video showcasing beautiful and healthy hair will definitely trigger curiosity and interest as people would want to know what products I use to get the same results. It will also help the customer to connect with me. Finally, it’s a live preview of the product rather than a static one. I believe it’s a better teaser than the screenshots.
2) I will be A/B testing with different products. I also have 2 hair tutorials videos than have never been published on Youtube. I might also offer them as a tripwire and compare the conversion rate.
3) I could send out a few broadcast emails to my list offering my product (2 unreleased hair tutorials videos) for a limited period of time. That will also help me to segment my list. Those customers that bought the tripwire will be sent to a different email sequence where I will sell them a higher priced product than my ebook, like my 121 coaching session for example.
I spent around 1 hour implementing this tripwire strategy on my website and it will carry on bringing me residual revenue for the months coming.