Front-end Offer

A Front-End Offer is an initial product or service presented to potential customers at the beginning of the sales funnel.

It’s designed to be very appealing and often comes at a lower price or with special bonuses to encourage customers to make their first purchase or engage with the business.1


The main goal of a front-end offer is to attract new customers by making it easy for them to start buying.

It’s designed to initiate the customer’s journey within the sales funnel, leading to deeper engagement with the brand and its products.2


  1. Affordable and Low Risk: The front-end offer is usually priced lower than subsequent offers in the sales funnel. This low price reduces the risk for potential customers, making it easier for them to purchase.
  2. High Value: Despite its lower price, the front-end offer must deliver high value to the customer. This perceived value helps build trust and establish the business’s quality standards.
  3. Relevant and Desirable: The offer should be highly relevant to the target audience’s needs or desires, addressing a specific problem or providing a sought-after benefit.
  4. Lead Generation Tool: A front-end offer often serves as a lead generation tool, helping businesses collect valuable customer information, such as email addresses, which can be used for future marketing efforts.
  5. Gateway to Upsells: It is a gateway to more expensive upsells and back-end offers. Once a customer makes a purchase, they are more likely to consider additional, higher-priced products or services.3


  1. Customer Acquisition: Efficiently attracts new customers.
  2. Brand Introduction: Serves as an introduction to the brand’s quality and value.
  3. Market Penetration: Helps in penetrating new market segments.
  4. Data Collection: Facilitates the collection of customer data for future outreach.


  • A free trial of a software service with the option to upgrade to a paid plan.
  • A heavily discounted introductory product in an e-commerce store.
  • A complimentary consultation session for a service-based business.
  • A bundled offer with added bonuses for a limited time.

Related Terms


1. Front-end offer. Swipedco FrontEnd Offer Type. (n.d.). 

2. Confessions Of An Online Marketer. (n.d.). (n.p.): Direct From Publisher.

3. Reid, B. K., & Rea, J. D. (2003). Mutual fund distribution channels and distribution costs. Perspective, 9(3), 1-20.

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