If you’re running a funnel and only selling one thing, you’re leaving money on the table. And I hate to break it to you, but probably a lot of it.
Enter the power trio: Tripwires, Order Bumps, and Upsells. These little profit boosters can take your average order value (AOV) from meh to money-making machine without making your customers feel like they just walked into a sleazy sales pitch.
But here’s the deal: each one has a different job. And if you don’t use them correctly? You’ll either lose sales or piss off your customers (or both). So let’s break it down, real talk style.
Tripwires, Order Bumps & Upsells—What’s the Difference?
People love to mix up tripwires, upsells, and one-time offers (OTOs) because they all happen around the moment of purchase. But here’s the simplest way to think about it:
- Tripwire (OTO) → A low-ticket offer used right after a freebie to turn a lead into a paying customer.
- Order Bump → A quick, low-friction add-on at checkout. Think impulse buy.
- Upsell (OTO) → A higher-ticket offer used after a purchase to increase revenue.
Yes, a tripwire is technically an OTO, and so is an upsell. The difference is when and how they’re used.
| Feature | Tripwire | Order Bump | Upsell |
|---|---|---|---|
| Timing | After opting in for a freebie | At checkout | After a purchase |
| Purpose | Convert freebie seekers | Quick add-on; Increase Average Order Value (AOV) | Increase lifetime value (LTV) |
| Scarcity | Limited-time deal | None or minimal | Limited-time deal |
| Type of Offer | Intro offer to warm leads | Complementary add-on | A higher-tier solution or next step |
Let’s dig deeper into how and when to use each one.
1. Tripwire (OTO): The Freebie-to-Paid Upgrade
This is where things get fun.
Ever given away a freebie (lead magnet) and then immediately offered a low-cost product right after? That’s a tripwire.
Tripwires turn freebie-seekers into buyers fast before they have a chance to forget about you.
Best for:
- Turning cold leads into warm buyers.
- Low-ticket products that solve a quick problem.
- Discounted versions of a larger offer.
Example:
- Free social media content planner → $27 Canva template pack.
- Free email swipe file → $17 email sequence upgrade.
Conversion Rate Benchmark:
- <5% → Needs work.
- 5-10% → Okay, but could be better.
- 10%+ → Profitable and worth scaling!
Pro Tip: The sweet spot for a tripwire price is usually between $7-$47. Anything too expensive can feel like too big of a jump from free.
2. Order Bump: The Checkout Add-On That Feels Like a No-Brainer
Picture this: You’re at the grocery store, checking out, and oh look… a pack of gum, a Snickers bar, and a fancy water bottle just happen to be sitting there.
Boom. You throw them in your cart without a second thought.
That’s exactly how an order bump works—a small, complementary add-on that makes perfect sense right before your customer clicks “Buy.”
Best for:
- Low-ticket digital products (workbooks, templates, checklists).
- Add-ons (priority support, warranties, extended access).
- Quick wins that make the main purchase even better.
Example: Selling a $97 course? Offer a $27 workbook that helps them implement it faster.
Conversion Rate Benchmark:
- <20% → Needs fixing.
- 20-30% → Decent.
- 30%+ → You’re killing it!
Pro Tip: The key to a high-converting order bump is simplicity. Make it a one-click add-on—no extra pages, no extra effort.
3. Upsell (OTO): The “Want the VIP Version?” Offer
Ever booked a flight and then got hit with:
- “Want to upgrade to first class for just $150?”
- “Add an extra checked bag for $50?”
That’s an upsell. And when done right, it can dramatically increase your revenue.
Upsells are higher-ticket offers that enhance or accelerate the main purchase. They usually come with urgency (think “exclusive one-time deal” language to encourage action).
Best for:
- Premium upgrades (VIP coaching, extended access, 1:1 support).
- Bigger transformations (from DIY to done-for-you).
- The next logical step in their journey.
Example:
- Selling a $97 course? Offer a $197 implementation workshop.
- Selling a $27 tripwire? Offer a $97 masterclass bundle.
Conversion Rate Benchmark:
- <5% → Underperforming.
- 5-10% → Solid.
- 10%+ → Super profitable!
Pro Tip: Your upsell should be directly related to the main purchase. If it feels random, it won’t convert.
The Best Funnel Flow To Maximize Revenue Without Being Pushy
- Lead Magnet (Freebie)
- Tripwire (OTO $7-$47)
- Main Offer ($27-$497)
- Order Bump ($10-$50 at checkout)
- Upsell (OTO $97-$997 after purchase)
With this setup, you’re capturing leads, converting buyers immediately, and increasing AOV without annoying your audience.
Final Thoughts: Don’t Sleep on These Revenue Boosters
Not using tripwires, order bumps, or upsells? You’re working harder for every sale than you need to be.
Need help optimizing your funnel? Let’s fix this together. Apply to work with our team.
