Self-liquidating tripwire offer
A low-ticket offer that pays back the ad spend on day one, then a core offer sold to buyers by email.
How this funnel works
The self-liquidating offer is a $7 to $47 product sold cold with the single goal of covering ad spend. Profit comes from the core offer sold to the buyer list. The front-end forecast should land near break-even, so if the canvas shows a large front-end profit the assumptions are probably optimistic.
Benchmarks
Low, typical, and high values a marketer would recognize. The forecast preset uses the typical column.
| Step | Low | Typical | High |
|---|---|---|---|
Sales page to checkout Conversion rate · paid social cold traffic, $7 to $47 offer | 4% | 8% | 15% |
Checkout completion Conversion rate | 35% | 50% | 70% |
Order bump take rate Conversion rate | 20% | 35% | 50% |
Upsell take rate Conversion rate | 8% | 15% | 30% |
Buyer to core offer (30 days) Conversion rate · email to a $297 to $997 core offer | 2% | 5% | 10% |
Paid social CPC Cost per click | $0.60 | $1.10 | $2.00 |
Setup checklist
In the app, items flip to done when the Setup Assistant verifies the matching node.
- 1Sales page tracked
- 2Checkout page tracked
- 3Front-end purchase carries value and order id
- 4Upsell page tracked and upsell purchase captured
- 5Buyer emails carry UTM parameters
- 6Core offer page and checkout tracked
- 7Core purchase carries value
More courses and info products templates
All in this categoryVSL funnel
Paid traffic to a video sales letter, a checkout with an order bump, and a one-click upsell after the purchase.
Course launch
A waitlist, a three-part free video series, and a one-week open cart with a deadline.
5-day challenge
A free or low-cost five-day challenge in a group, daily lessons, and a pitch on day four or five.