A tripwire is a low ticket front end product that is so irresistible that people have to buy it. Once they purchase the front end product, you can upsell them on your more expensive products through Order Form Bumps, One Click Upsells or Downsells.
The ‘Two-Step’ gets its name from the Two-Step Order Form used on the first
page of this funnel-type. During Step One, a potential customer is asked for and submits their contact information. During Step Two, the potential customer
selects their product and enters their credit card information. The real power of the two-step comes from the ability to follow-up with a potential customer if they didn’t complete Step Two.
Upsells and Downsells follow the first page to increase the Average Cart Value. Typically, the goal of this funnel is to break even on ad-spend and then ascend paying customers to higher-ticket offers on the Thank You Page.