Tripwire

A low-priced, hard-to-resist first offer designed to turn a browser into a paying customer. The aim is not profit on that sale but to cross the line from free to paid, which makes future purchases far more likely.

The hardest step in any sales journey is the first transaction. A well-priced tripwire breaks that barrier cheaply, so more people enter your paid world and become buyers of your higher-priced offers.

A founder sells a £9 mini course as a tripwire. Buyers who take it convert to her £197 programme at three times the rate of people who only downloaded the free guide.