The 5-slot funnel tree

Every post-purchase funnel has up to 5 offer slots arranged in a decision tree.

The structure

UPSELL_1 ── accepted ──→ UPSELL_2 ── accepted ──→ UPSELL_3    │                          │    └── declined ──→ DOWNSELL_1   └── declined ──→ DOWNSELL_2

How a buyer flows through

A buyer sees at most 3 offers in sequence — one path through the tree. Declining at any point ends the flow.

Slot purposes

• UPSELL_1, UPSELL_2, UPSELL_3 — Progressively, larger or more premium offers if the buyer keeps accepting.
• DOWNSELL_1, DOWNSELL_2 — Cheaper / different offers for buyers who declined the upsell. Last-chance conversion.

Best practice

Don't fill every slot just because they exist. A focused 1-slot funnel often outperforms a sprawling 5-slot tree. Start with UPSELL_1, measure, then add DOWNSELL_1 if your decline rate is high.