You might hear of passive and active voice, but passive and active does not only pertain to the English grammar. In the world of e-commerce, there is also what you call passive and active reviews. As a consumer, you might wonder what these 2 kinds of reviews are.
Well, let me give a brief introduction. In order to convince more people to shop online, businesses normally gather and bring together “passive reviews,” and “active reviews.” It is necessary for you to know the contrast between the 2 reviews because it will help you form a sound decision.
Let’s compare passive and active.
- Passive reviews can be composed by anyone. When I say anyone, I mean that there’s no limit on who can create such reviews. Literally, anyone can just claim that this product is a fraud without even verifying the authenticity of such statements.
- Additionally, anyone can just create a negative review, and these passive reviewers don’t have to divulge their true identity. Thus, it’s easy to make up stories and fabricate senseless reviews. Surely, passive reviews tend to be more filled with hate, loathing, and tirades.
- Customers can criticize a brand without harming their own reputation. These unfavorable reviews won’t affect the reviewer, but it will certainly endanger the business or brand they mentioned.
- Meanwhile, active reviews are from actual customers. Businesses thoughtfully gather product reviews from ALL the verified buyers. Customers can only leave a review after they have successfully availed a product.
Does it really matter?
Without a doubt, the kind of review you are reading is important. You base your decisions on what to purchase and what not to purchase by the reviews you look at. If you don’t know the difference between passive and active reviews, you could trust a product review that’s not even verified. Worse, you made an irreversible mistake just because you followed an inaccurate review.
Here are some valuable tips that will help you when you are reading reviews online:
- Since active reviews mean a confirmed transaction, you are certain that these reviews are legitimate, and that the mentioned product features are real. It echoes the true essence of the product.
- Yes, we all make mistakes, but remember that these negative write-ups you see could be a passive review. When a company gets passive reviews, the public would immediately assume that the company delivers a horrendous service.
- On that note, don’t instantly believe what you read online. Companies with passive reviews tend to have lower ratings than companies with having only active reviews. The star ratings can deceive you sometimes.
- Look for the kind of review because active reviews are more detailed. The customers can talk about their unique experience and they praise specific product features they like. Meanwhile, passive reviews are mostly negative. People can say that they don’t like the product, but they can’t even elaborate what part they hate.
- You also have to remember that it is easier to grumble about a flaw rather than highlighting the gains and benefits. For all we know, the negative review could just be a demolition job from its competitors.
- Ultimately, don’t be easily fooled by passive reviews. Always check if there is a sign that indicates “verified purchase,” or “verified buyer.” Equip yourself with the knowledge of knowing the difference between a passive and an active review.