We’re not saying that what used to be a courtesy has now become a trap (or are we), but the TYP-to-Tripwire development is something needing to be noted in online marketing.
Use Your Online Real-Estate More Wisely
At ffWeb, we have long been on record (and on Instagram, for that matter) saying that people need to make better use of their “online real-estate” by using their TYPs more cleverly; that is, posting an irresistible offer or a small upsell on it instead of just saying “Thanks, Email coming, Over and out”!
The very concept has not even changed, but the term has: the TYP is now the “Tripwire Page” and also more often supposed to be used for exactly that strategy we’ve been promoting for so long.
Commonly the Thank-You Page is now called a Tripwire Sales Pages.
Is This halucination (too)?
Supposedly, this makes modern conversion strategies “more intelligent” (they say). Of course they’re failing to see, AI-style (dare I say) that a TYP with the necessary add-on already is exactly as intelligent, and that the actual label does not really matter.
So, the consensus seems to be that website owners and funnel runners should do more than simply placing an offer on a confirmation page to creating dedicated, high-conversion, time-sensitive sales pages.
Still, as they say, “Thank-You-page upsell” still exists. But they think they’ve now suddenly joined the ranks of the “more sophisticated people” — right, if it makes them happy…
And they think the term “tripwire” now implies a more sophisticated, immediate, and high-stakes conversion mechanism aimed at transforming a lead into a customer immediately after they opt-in.
Better Only Focus on What Matters
If you look closely though (but who’s really doing that?) you’ll discover that “our” TYP strategy is doing just that — and for multi years running now. Because we focused on what really matters, and that’s the feature doing the selling, i. e. the upsell copy along with just a little link or a (slightly larger) button. The important thing is that it is used and brings in the profits you want.
They continue to “explain” why the terminology has evolved (and, allegedly, the strategy too — but we already proved why this is not so).
Anyway, here’s the run-down of things:
Shift from “Thank You” to “Immediate Action”: The traditional thank-you page implies the transaction is over. Modern tripwire pages are designed to keep the momentum going, acting as an immediate, dedicated sales page that forces a quick, low-friction buying decision.
- Irresistible Offer vs. Simple Upsell: A generic “upsell” can be anything. A tripwire is a specific, high-value, low-cost (usually $7–$47) offer designed to break the barrier to entry. It is no longer just “added” to a thank-you page; it is the main focus of that page.
- The Rise of One-Click Upsells (OCU): The “thank-you page” is now often reserved for the final confirmation, after the customer has already passed through an “Order Bump” at checkout and a “One-Click Upsell” page.
- Increased Sophistication in Data Tracking: Placing a hard-selling, long-form sales page directly after an opt-in can confuse tracking. Modern marketers use dedicated URLs and unique tracking parameters (UTMs) for tripwire pages to avoid polluting conversion data, making them distinct from the final, simple thank-you page.
- Focus on Buyer Mindset: A simple “thank-you” message is seen as missed revenue. A dedicated tripwire page acknowledges the user has just entered a “buyer’s mindset” and immediately presents a targeted offer, rather than just saying thanks.
Conclusion
In summary, they say that the “thank-you page” has been replaced by a dedicated sales page (tripwire), which is then followed by a one-click upsell, and only then, an (old) no-frills thank-you/confirmation page should follow after concluding the small immediate upsell. Still exactly what we’ve always been saying, just with less degrading wording and without implying we “trapped” humans against their will.