You’ll probably notice that with book funnels I never go over two upsells (either two upsells, or one upsell and one downsell) because it tends to lower the lifetime value of a customer. I haven’t noticed that as much with cart funnels, probably because people are used to looking at Amazon or a more traditional e-commerce store and seeing lots of different options and SKUs, so having three to four offers after they buy doesn’t seem to hurt the lifetime value of the customer.
