A simple sales funnel is a lot like a shop's layout. Just as stores arrange items to guide customers from the entrance to the checkout, a sales funnel is an online version of this journey. It starts when someone first learns about a product or service and ends with them making a purchase. In this process, businesses help visitors understand their offerings, answer questions, and make it easy for them to decide to buy.

By setting up a clear and friendly path online, a sales funnel helps turn curious online visitors into happy paying customers.

Among the many different sales funnels used by Marketers today, the Tripwire funnel is the simplest yet the most effective one.

In this article, I will show you how can create a simple sales funnel (AKA Tripwire Funnel) using Swipe Pages.

Before we begin, why Tripwire Funnel?

Tripwire funnels are effective because they start with a low-risk, high-value offer, making it easy for customers to take the first step. This initial purchase builds trust and breaks down barriers, paving the way for larger sales.

The funnel's structure leverages human psychology: once someone commits to a small purchase, they're more open to subsequent offers.

Plus, by addressing different budget levels and needs with upsells and downsells, it maximizes the chance of further sales, turning casual online visitors into valuable paying customers.

Here are the various steps within a Simple sales funnel (AKA Tripwire Funnel):

Sales/Lead-opt-in Page Before introducing a tripwire, businesses often attract visitors with a free or highly valuable offer, such as an ebook, checklist, or webinar. In exchange, visitors provide their contact information, typically an email address.
Order/Tripwire Offer page: After opting in, the visitor is presented with a "tripwire" - a low-cost, high-value offer. This is a product or service priced so attractively that it's hard to resist. The idea is that getting someone to make an initial small purchase can pave the way for larger ones down the road.
Core Offer/Upsell page: Once the tripwire purchase is complete, the customer is introduced to the primary product or service—often a more expensive or comprehensive offering. This could be an upgraded version of the tripwire product or something complementary that adds more value.
Downsell page: If the customer declines the core offer, they might be presented with a "down-sell." This is usually a less expensive alternative or a scaled-down version of the core offer. It provides another chance to increase the total purchase value while still catering to the customer's budget or hesitations.
Thank You/Confirmation Page: After the sequence of offers, the customer is directed to a thank you or confirmation page. This acknowledges their purchases, offers next steps (like accessing their products or services), and can also serve as an opportunity for further engagement, like joining a community or following the brand on social media.

With this said, let's begin building a Simple Sales Funnel (AKA Tripwire Funnel) using Swipe Pages.

Let's get started!

Sales Page:

The primary objective of the sales page is to get the lead information of the user in exchange for a free resource such as an ebook, etc.

Step 1: Click on the Funnels tab on the left panel.

Step 2: Click on the "Create New Funnel" button

Step 3: Provide a name for your Funnel and click on "Create Funnel".

Step 4: Now, select the template from the list of templates. Since we are going to build a sales funnel, select the template that has 5 steps.

Step 5: Let's begin editing the first step of the funnel which is the "Sales page" by clicking on the "Edit variant" button.

Step 6: Now, we have to add a Form that collects the required lead information on the Sales page.

To add the form to the page, click on the modules icon on the left panel.

Then, select the "Form module" and add it to the page.

To learn more about the Form module in Funnels, click here

There are many more modules within the funnel builder. I have not discussed the other components in this article.

To learn more about the various modules of the Funnel builder and how to customise your funnel pages, Click here

Step 7: There are different types of form fields that you can choose to add to the Form.

Here is the list of different Form fields available:

Name fields: There are three name fields that can be added to the Form, namely First Name, Last Name and Full Name fields.
Phone field: This can be used to get the contact number of the user.
Email field: This can be used to get the Email of the user.
Short text field: A short text field in the form designed for limited, succinct input or responses.
Long text field: A spacious form field in the form designed for detailed, extended text input.
Date field: A designated field in the form for selecting or inputting a specific date.
Number Input field: A field in the form specifically designed for adding numeric values or quantities.
Single option field: A field in the form where only one choice can be selected from the provided options.
Multiple option field: A field in the form that allows the selection of multiple choices from the provided options.
Range Slider field: A field in the form enabling users to select a value by sliding within a predefined range.
Drop-down field: A field in the form with a list of options that expands when clicked, allowing a single selection
Country field: A field in the form designed for selecting a specific country from a list or dropdown.
Toggle field: A switch-like field in the form that allows users to toggle between two states, typically 'on' and 'off'.

Let me show you how you can add an additional field to the form through the video below.

Step 8: Once you have added the desired form fields to the Form, it is time to set the form redirection to the second step of the funnel which is the Order page (AKA Tripwire offer page).

To set the form redirection to the Next step of the Funnel, click on the Form.

Once you click on the Form module, you will see the form settings on the left panel.

Now, you need to click on the submission settings on the left panel.

Next would be to click the submission type drop-down menu. In the drop-down menu, you need to select "Next Step".

This option, when selected, will send the user to the Next step of the Funnel once the form is submitted.

Do not forget to Save your changes. To save your changes, click the Save button in the top-right corner.

Now, we need to set up the lead magnet delivery through email once the form gets submitted.

The lead magnet delivery must be done through a 3rd party email marketing tool like Encharge, Mailerlite, etc.

The lead information captured by the form on the sales page can be transferred to the email marketing tool in real-time using a feature called Global Webhook.

There are two approaches to transferring the lead data through Global Webhook to your email marketing tool.

If the email marketing tool supports incoming webhooks like Encharge, then you can directly connect the sales page with the email marketing using Global webhooks.

To learn more about this process, please read this article
If your email marketing tool does not have webhook capabilities, then you have to use tools like Zapier to send the lead data from the sales page to your email marketing tool.

The lead data would be sent from the sales page to Zapier through Global Webhooks.

In Zapier, you have to create a Zap that receives the lead data via webhooks and then, connect that webhook step with your email marketing tool.

To learn more about this process, please read this article

This concludes the steps that need to be performed on the Sales page.

Now, the Sales page will capture the lead data through the form and will send the lead data to your email marketing tool.

Through your email marketing tool, using the received lead information, you can deliver the promised free resource such as an E-book, etc to the user via Email.

Now, let's move to the next step of the funnel which is the Order page.

You can quickly switch to the next or the previous steps of the funnel by clicking on the Funnel Steps button at the top-left.

Once you click on the Funnel Steps button, select the next step which is the Order page and then, click Load Step. This will move you to the selected step of the Funnel.

Order page (AKA Tripwire offer page):

The primary objective of the Order page (AKA Tripwire Offer page) is to sell the user a hard-to-resist high-value low-cost product.

Let me show you how to accomplish this goal.

There are two prerequisites before we can work on this step:

Connect a payment gateway:

You can connect payment gateways like Stripe and PayPal with Swipe Pages.

To sell your product using a Sales Funnel, you have to connect to at least one payment gateway.

To learn how you can connect to Stripe, click here

To learn how to connect to Paypal, click here
Create an E-commerce store and add products in Swipe Pages:

First, you need to open an e-commerce store in Swipe Pages and then, you have to add products to your E-commerce store.

To learn how to open your E-commerce store in Swipe Pages, click here.

To learn how you can add the product in Swipe Pages, click here

Once you have completed the two prerequisites, it is time to work on the Order page of the sales funnel.

Now, click on the Funnels tab, select the funnel that you were working on and click on the "Edit Variant" button on the Order step.

This will take you to the builder view of the order page.

Step 9:

There are two types of Order form modules:

Single-step Order form
Two-Step Order Form

You can choose any one of the two types of Order form modules available.

Adding the order form module is quite simple. You can simply drag and drop the order form module onto the page as shown below.

The next step would be to select the product that you wish to sell as the Tripwire offer from the "Link product" list.

You will find the " Link Product" option as a part of the order form settings on the left panel.

All products that you have added to Your E-commerce store will appear automatically on the "Link Product" list.

NOTE: Please note that on the Order page of the funnel, you cannot sell multiple products. You can only sell a maximum of one product per sales funnel.

Please note that there is no need to set any success redirection for the order form module in funnels.

Once the payment is successful, the Order form module will automatically redirect the user to the next step on the funnel.

To learn more about the Single-step order form and its various settings in detail, click here.

To learn more about the Two-Step Order Form and its various settings in detail, click here

Some Marketers would prefer sending emails to the users who have purchased the Tripwire offer. This again works in two ways to your advantage.

This will enhance the trust in your service and your brand.
You can also nurture the prospect and make them a fan of your product or service by sending newsletters, ebooks, exclusive deals and offers and build your own vibrant online community.

To set up this email automation, you have to first send the order information from the order page/order step of the funnel to your email marketing tool or CRM.

This data transfer can be achieved by Global webhooks.

To achieve this data transfer, You have to connect your order page of the funnel with tools like Pabbly or Zapier using Global webhooks.

To learn about this email automation setup process in detail, click here

This concludes the setup process involving the Order page.

Do not forget to Save your changes. To save your changes, click the Save button in the top-right corner.

Upsell/ Core offer page:

The primary objective of the Upsell/Core offer page is to increase the average transaction value by offering additional or complementary products/services to customers who have already purchased the tripwire offer, thereby maximizing revenue.

Now, let's move to the next step of the funnel which is the Core offer/upsell page.

You can quickly switch to the next or the previous steps of the funnel by clicking on the Funnel Steps button at the top-left.

Once you click on the Funnel Steps button, select the next step which is the Upsell page and then, click Load Step.

This will move you to the selected step of the Funnel.

Step 10: The only step that needs to be done on the Upsell page is adding the OTO button and linking the product to the OTO button.

Note: The setup steps for the OTO button are the same for both the Upsell and down-sell pages of the sales funnel.

Here is an article about how to add an OTO button and link a product to the OTO button on the upsell page

Once you link the desired product to the OTO button on the upsell page, save your changes. To save your changes, click the Save button in the top-right corner.

Now, we have linked the desired product to the OTO button on the upsell page and the setup of the Upsell page is complete.

Now, let's move to the next step of the funnel which is the Downsell page.

You can quickly switch to the next or the previous steps of the funnel by clicking on the Funnel Steps button at the top-left.

Once you click on the Funnel Steps button, select the next step which is the Upsell page and then, click Load Step. This will move you to the selected step of the Funnel.

Downsell Page:

The core objective of a down-sell in the tripwire funnel is to offer a lower-priced or simpler alternative to customers who decline the initial upsell, ensuring continued engagement and maximizing the chance of an additional sale.

Step 11: The only step that needs to be done on the Downsell page is adding the OTO button and linking the product to the OTO button.

Note: The setup steps for the OTO button are the same for both the Upsell and down-sell pages of the sales funnel.

Here is an article about how to add an OTO button and link a product to the OTO button on the down-sell page

Once you link the desired product to the OTO button on the down-sell page, save your changes. To save your changes, click the Save button in the top-right corner.

Now, we have linked the desired product to the OTO button on the down-sell page and the setup of the down-sell page is complete.

Now, let's move to the next step of the funnel which is the Thank you page.

You can quickly switch to the next or the previous steps of the funnel by clicking on the Funnel Steps button at the top-left.

Once you click on the Funnel Steps button, select the next step which is the Thank you page and then, click Load Step. This will move you to the selected step of the Funnel.

Thank you page:

The primary objective of a "Thank you" page in the Sales funnel (AKA Tripwire funnel) is to acknowledge and appreciate the customer's purchase, reinforce their decision, and guide them towards further engagement or actions that benefit the business-customer relationship.

Now, we have reached the last step of the Sales funnel which is the thank you page.

The setup process of the thank you page of the sales funnel is quite simple.

You simply have to add a module called the Order Summary module to the thank you page.

That is all.

Here are the steps involved in adding the order summary module to the Thank you page:

Step 12: Click on the Modules tab on the left panel.

Step 13: To find the Order summary module, you can simply scroll down on the left panel or type Order on the search bar.

Step 14: Once you find the Order summary module, simply drag and drop it onto the thank you page.

Now, let's learn about how the order summary module works.

The order summary module automatically summarises the order information of all the successful purchases that have happened on the sales funnel and presents it before the user when they reach the thank you page.

You don't need to add any information or modify any setting on the Order Summary module.

You only need to simply add the order summary module to the thank you page and it will automatically work.

Once you have added the order summary module to the thank you page, save your changes. To save your changes, click the Save button in the top-right corner.

The process of building a sales funnel (AKA Tripwire funnel) is complete.

Just one last step needs to be done.

Now, you just have to publish the funnel and get it live.

To learn how to publish your funnel, click here