A "bridge" or entry-level product is designed to lead customers to your main offer. If the conversion rate is below the 20% benchmark, it isn't fulfilling its strategic purpose and is likely misaligned with your customer's journey, requiring re-evaluation or replacement.
Instead of dividing attention equally across all products, identify the one program that delivers your biggest transformation and allocate 80% of your focus to it. This simplifies marketing, builds audience trust through consistent messaging, and creates more predictable revenue by optimizing a single sales funnel.
It's difficult to eliminate an offer that generates revenue. However, if a product doesn't clearly lead into or follow your signature offer, it competes for resources and confuses customers. Retiring it allows your team to fully commit to what matters most, sharpening your brand message and growth trajectory.
When Amy Porterfield's intro program had an 8% conversion, she found the barrier wasn't a lack of skills (an email list). The real problem was her beginner audience lacked belief that online business could work for them. A new offer providing a quick monetary win (proof) was the true bridge they needed.