For years I’ve been thinking about a test idea that combines these 2 facts–
1: Shoppers are more likely to convert when they can read reviews.
2: For a shopper in [Michigan] reading a review of another shopper who also happens to live in [Michigan] is a strong influencer. Here [Michigan] can be any state.
And then, I discovered a page on easyclosets.com that does exactly that. They show an interactive map of North America and you can click on any state and see reviews from that state. Naturally shoppers from North Carolina will click on their home state. Here is a screenshot of the idea–
And here’s the live page (you have to check it out!).