Buyer’s journey is a path a potential buyer has to take before they make a purchase. Usually the buyer's journey is not linear and it includes several back and forths. There is no universal ‘best possible buyer’s journey’ nor a ‘magic trick’, but generally speaking buyer’s journey should contain:

• Clear offer
• Easy add-to-cart & cart-to-checkout steps
• Safe-looking checkout
• Reviews from buyers
• Guarantees (money-back, free-return, etc)

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Note that none of this will make a difference if you haven’t gone through the definition of your buyer’s persona and if you’re selling your items to the wrong audience.

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