This page is part of a global project to create a better online reviews system. If you want to know more or give your feedback, write at [email protected] and we’ll grab a beer ;)

“No review is a bad review”: we hear that principle throughout industries, and I believe it’s mostly true.

No review can sometimes be as bad as a negative review. Studies $^1$ have shown that people often avoid leaving a review after a poor experience. This may be due to feeling bad about it, fear of retaliation, or other reasons.

Regardless of whether the customer had a good or bad experience, if they don't leave a review, their experience isn't reflected in the average rating, meaning it’s not representative of all customers.

But can we expect everyone to leave a review?

<aside> 💡 Exploration

• Show the number of purchases. Often, potential customers mistake the number of reviews for the number of purchases. By separating these metrics, we provide readers with additional information. A low review rate can then be interpreted as another signal. </aside>

$^1$ "Vocal Minority and Silent Majority: How Do Online Ratings Reflect Population Perceptions of Quality", Gao et al., 2015

➡️ Next up: How rating thresholds shape our purchasing choices