Kate's take, in a sentence or two

Kate says she doesn't really do down sells within a checkout funnel itself (like offering a cheaper option right after someone declines an upsell), since she's unsure how effective that is and it feels like "enough already." Instead, her typical down sell is running a couple of days of emails after a launch (like Mindful Business Academy) pitching a lower-priced offer, such as the 1k a Day Experiment, to people who didn't buy—which converts decently and at least serves as another touchpoint. She admits a friend's brand does use in-checkout down sells successfully, so she's now considering testing that approach herself.