The Two Kinds of Reviews That
Determine Who You Buy From Online:
As an online shopper, you probably weren’t aware that there are two different kinds of merchant reviews collected online that are affecting your buying decisions - they are called ‘Passive’ reviews and ‘Active’ reviews. As a online shopper, it’s very important that you know the difference.
are reviews that can be submitted by anyone; many times, without confirmation of a purchase or verified use of a product, service, or even the company. An individual posting a Passive review also doesn’t have to publicly display who they are, so it’s much easier for an angry customer to leave negative reviews about a business with little consequence to their image, but potentially fatal consequences to the business they’re reviewing.
on the other hand, are reviews that a business actively collects from ALL of its customers equally using a trusted 3rd party review service. Not only do Active reviews verify that the reviewer has actually made a purchase from the company, but they invite ALL paying customers to share their feedback and experiences, whether good or bad. In addition, ALL reviews are publicly posted for new potential customers to read.
So why does this matter?
This truly matters to you as a consumer, because you make important buying decisions based on the reviews you read online. The problem is, unless you know the difference, you could be making buying decisions based on really bad information.
Here are two things to remember when looking at merchant reviews online:
Passive Reviews are almost always negatively skewed
As consumers, how often do we go out of our way to leave a positive review after a good experience? Not often. But, how often do we go out of our way to leave a bad review after a bad experience? It’s in our nature to share our bad experiences with anyone that cares to listen, and the Internet seems to care.
Passive reviews are a great way to vent our anger about a company to the world. The problem is that because Passive reviews aren’t collected from everyone equally, then the reviews being displayed don’t provide an accurate view of the company.
Active Reviews provide the most accurate picture of a company’s real reputation
It’s just not possible for a company to be perfect, but can a company that does hundreds or even thousands of orders a day with only 5 Passive reviews and a 1.4 star-rating accurately be perceived as an awful company?
This is typically the case when Passive reviews are collected. However, when Active reviews are collected, the average star-rating tends to be much higher and a lot more accurate, because all customers are equally invited to share their experience.
Shopper Approved is one of the few rating companies in the world that only collects Active reviews. From a moral standpoint, it’s the only option, because when it comes down to it, Passive reviews just don’t give the full picture of a company’s true reputation and the experience they provide to the majority of their customers.
What can you do to make better buying decisions?
If you’re a consumer,
When looking at reviews online, keep these tips in mind:
- Look for companies with a large number of ratings and reviews, from a trusted 3rd party review source like Shopper Approved. These are most likely Active reviews and provide the most accurate picture of the company.
- If the company has a small number of ratings that are mostly negative, then they are likely Passive reviews and provide the least accurate picture of the company.
If you’re an online business owner,
Make sure that your company is collecting Active reviews in order to give potential customers the most accurate, honest representation of your company. If you don’t give your customers a way to give you feedback on their purchase, then they will go look for Passive review sites to share their concerns and frustrations when they have a bad experience. It’s much better to provide them with the proper tools and options that they need to properly resolve their issues when one happens to arise.
Marc Sarosi of AfricaGems.com, has been in the gemstone and jewelry business since 1984. He started from the bottom up, mining and buying gemstones as a gemstone dealer based in Zambia. Mining and buying aquamarine, emerald, garnets and tourmalines while living in Zambia for 5 years. After returning to the US full time in 1990, he traveled extensively throughout Africa as a very well known dealer of gemstones, buying rough and cut gemstones in Kenya, Tanzania, Mozambique, Namibia, Zambia and South Africa. Recognizing that the internet had tremendous potential, he transitioned from selling wholesale gemstones to the trade and created www.AfricaGems.com in 1998. Bringing beautiful high quality precious gemstones and semi precious gemstones to a world-wide clientele. AfricaGems continues to gain popularity because of the excellent quality of products, great customer experiences and affordable prices.
4 weeks ago
4 weeks ago
Overall Satisfaction Rating
"Africa Gems has the best custom jewelry website! Far better than blue Nile, etc."
Chatham alexandrite can vary slightly from gem to gem; but mine was a fiery beauty, ranging from bluish green to purplish blue. Others can capture a more intense purple; but their daylight green is less brilliant, and their shimmer is slightly more muted. A great price for these gems.
"Love, love, LOVE all of your gems I have ordered over the years.
My favourite site to purchase from, hands down.
I own a manufacturing jewellers workshop and still prefer to order gems through you first than to use my gem wholesalers available here.
Thank you for your beautiful products and service! :)
"I'm paying for 1-3 day shipping lets see how that goes. There will be the fifth star, if I'll get it in 2. Somewhere I said 3 days, but I did get in 2. 5 stars. Ordered and delivered. I would definitely order again from here. Thanks for the very prompt service. I had to order 4 of the same size and kind stones, and the
color matched perfectly on all stones. Thank you. I'm having a special ring made for my daughter. So, I am grateful, that this all worked out so easily. "
I had paid for 3 day shipping and got it on the third day. Beautiful products, easy order, delivery as promised. Can't ask for much more. I ended up needing 3.5x2mm but that's not your fault, that's mine. 5 stars. Well deserved.
I purchased this item but it did not work out for me. I returned it without issue and my refund was promptly applied. I would certainly recommend anyone shop with them and I will do so again in the future.
"My experience was very positive! I purchased a rare gem stone for an engagement ring which is of high quality as Marc promised, not to mention for a great price compared to local jewelers. Marc was very responsive to my several questions :) and provided great customer services. I would highly recommend AfricaGems.com and will look here first for future purchases."
"The purchase transaction was fine. Regrettably, the product purchased did not serve the intended purpose. I was treated very fairly in the return process and a refund was promptly made. I would do business with Africa Gems again."
"I’ve only bought four (3mm and 4mm) coral cabochons so far, but the quality is phenomenal. I’m a beginning jeweler, and it’s been hard for me to find personal contacts at the outset, so it means a lot to me to find a place that sources and sells 100% genuine, truly high quality gemstones, thank you."