Shoppers like to know other shoppers have purchased from an e-tailer before. This is why customer reviews are so effective. But, as Jared Spool eloquently demonstrated in his Revealing Design Treasures presentation roughly 1,300 purchases generate 1 review, so for many smaller e-tailers product reviews are often empty. But that does not mean we can’t build trust in a visitor. Lewisbamboo.com does something quite impressive. First, if you scroll down on their orders page you’ll find this wonderful snippet:
And then, clicking the 722 cities link takes you to this page:
This is just a snippet, you can see the whole list here.
Do I have proof this strategy improves conversions? No. Is it reassuring to someone about to pull the credit card trigger? I’m pretty sure it is.
PS: I hope they update the date from 2006.