A simple approach is being tested in Wellness: instead of a large course or expensive subscription, a small low-cost product is first offered to a cold audience. These can be short workouts, mini-courses, guides or samples.
A micro-offer works as the first inexpensive step in the funnel. It is easier for the user to decide on an inexpensive purchase, and then they are offered the main product or subscription.
Why Micro-Offers Are Easier to Sell
A user is not always ready to purchase a 90-day fitness program. It is expensive, requires time and the result is promised somewhere in the future.
With a micro-offer, the entry is easier. Instead of «transform your body in three months», the person is offered a specific small action: for example, 10-minute waist workouts, a weekly meal plan or a trial set of a Wellness product.
For traffic campaigns, this approach has several advantages at once:
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a lower price for the first order;
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the offer addresses one clear pain point;
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the result does not seem too far away;
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the creative is easier to build around a specific promise.
Instead of selling a large product directly, a small and clear first step is sold first.
How the Funnel Works
The micro-offer itself may cost very little. In this funnel, it is more important to receive the first payment, after which the user is guided further through the funnel.
The setup looks approximately like this:
creative → micro-offer or trial → first purchase → main product / subscription → repeat sales.
The rest of the funnel depends on the offer itself. After a short course, the user may be offered a full program or personalized plan, and after a sample — a full product set. Another option — is a trial followed by a subscription and recurring charges.
