Rating and reviews
Shop rating
After registering a shop on Zboží.cz, an e-shop detail is automatically created in which customers have the opportunity to indicate how satisfied they were with their purchase in that e-shop (note: the record expires three year after the shop is removed from Zboží.cz). Customers rate not only their overall satisfaction with the purchase, but also the service and, in particular, whether they are willing to shop in that particular shop again. This gives operators feedback on which parts of the service they should work on.
Internet shop ratings also serve as a guide for potential customers who want to choose an e-shop based on credibility. The aim is, among other things, to draw attention to possible unfair practices of shops in the delivery of goods and the handling of complaints.
User opinions are displayed by clicking in the product detail; for individual offers there is only the overall rating.
Viewing shop reviews
Product detail
Each review is graphically distinguished, by whether it was written by a verified customer or just a customer who was logged in with a Seznam account.
Verified customer
A “Verified Customer” is a user about whom we know with certainty that he or she has actually placed an order at the e-shop. This information is transmitted to us by the e-shop via a conversion code located on the order confirmation page. We will send this user an invitation to rate the shop on Zboží.cz. This user can rate the e-shop only once, after each order. A new form cannot be sent after a request to remove a review.
Registered user of Seznam.cz
A user who has logged in to the Zboží.cz service via a Seznam.cz user account is a “Registered Customer” and can rate the shop only once on the basis of the order and the submitted form.
Evaluation form
The form for adding a rating is very simple. The goal is to get as many shoppers as possible to fill out the questionnaire. They can describe their experience either under their name or anonymously. In the case of anonymous reviews, the order number is not displayed. We recommend the e-shop to respond to the reviews through the Merchant Center (Centrum prodejce).
Reviews are not allowed to mention competing price comparators or unsubstantiated claims that they are about another seller’s goods. Such reviews will be rejected.
The e-shop rating form is the same for verified customers as for registered users. If the e-shop has responded to the review within 24 hours, the review cannot be changed or removed.
The user can edit or delete the review within 24 hours of adding it.
Shop’s response to a review
Zboží.cz does not inform about the new review. We therefore recommend that you check regularly to see if your shop has received a new review. E-shops can respond to reviews in the Merchant Center (Centrum prodejce) (they can comment once, but they cannot delete customer reviews). You can only download your reviews automatically via the API.
We display order numbers only for e-shop orders that have a standard conversion code deployed and unless the rating is from a verified anonymous customer.
The account owner and administrator have the right to respond to reviews. The shop’s reactions will then be displayed in the shop details under the review.
How to get more reviews
Calculation of ratings and rules
The overall rating (called score) of a shop represents the ratio between satisfied and dissatisfied customers. For example, if nine out of ten people are satisfied with their purchase, the final rating of the e-shop will be 90%. The score is displayed only after at least four reviews have been entered and is calculated over the entire period elapsed since the first review was added.
In order to ensure the quality of reviews on Zboží.cz, we reserve the right to delete a review if it violates the laws of the Czech Republic in any way or is contrary to good morals. Likewise, we reserve the right to remove any review that is suspected of unfair practices in the context of deliberately harming competitors or self-favouring.
Getting an evaluation
If a store wants to achieve the best possible score, we recommend encouraging customers to leave reviews. The more reviews a store has, the more objective its overall rating will be. A larger number of reviews can also encourage potential customers to choose your store when making a purchase.
To collect store ratings, we recommend implementing SEM (Seznam Event Measurement). Once an order is completed, the customer’s email address is also sent via the Purchase event. We then use this address to send a customer satisfaction questionnaire.
For the system to work correctly, the customer’s email address must be passed in the review_email parameter of the Purchase event. This parameter is not hashed and is only sent if the customer has not objected to receiving questionnaires. For implementation details, see the SEM event reference.
Collect reviews continuously
Only reviews from the last two years count towards the overall score, ensuring that it reflects customers’ current experiences. This means that continuously collected verified reviews carry more weight than before. Conversely, reviews collected in a single batch will no longer contribute to your score after two years. We therefore recommend setting up review collection to run automatically with every order.
Send us the customer’s email address
We need your customers’ email addresses to send them satisfaction questionnaires. You provide these addresses through SEM tracking when an order is completed. If you do not send us email addresses, questionnaires will not be sent, and you will miss out on reviews from verified customers as well as product reviews marked as verified purchases.
Use an opt-out mechanism instead of a checkbox for consent
Sending customer satisfaction questionnaires is based on Act No. 480/2004 Coll. This means you can send questionnaires to your customers by fulfilling your information obligation and giving them the opportunity to object (the so-called opt-out mechanism). You do not need to obtain their explicit consent by requiring them to actively tick a checkbox.
We therefore recommend opt-out rather than opt-in. The opt-out approach is generally several times more effective. If you require customers to actively tick a checkbox, you will only obtain email addresses from a small proportion of your customers, and the number of reviews will decrease accordingly.
Offer customers the option to object directly in the shopping cart. An unsubscribe link is also included in every questionnaire sent.
Product rating
In addition to e-shops, customers can also express their satisfaction with the products they have purchased on Zboží.cz. The more customer reviews a product has, the more likely it is to convince potential customers to buy it. Here, too, a distinction is made as to whether the review is added by a verified customer or just a logged-in user.
Verified purchase
A review marked as a “verified purchase” was written by a customer who ordered the product from an e-shop that offered the product. After 30 days from the purchase, we will send the customer an e-mail inviting to review the product. As a condition of this review collection, a standard conversion code must be deployed and a personal data processing agreement must be agreed.
Registered Seznam user
Visitors can rate each product review to indicate if they found it useful. The most helpful reviews are displayed highest on the page.
Product evaluation form
The evaluation form is simple. The aim is to get as many users as possible to fill it in.
Obligation to inform
If you are actively collecting reviews from your customers, you need to comply with the obligation to inform pursuant to the law. We therefore recommend that you incorporate the following text in your terms and conditions.
Pursuant to Act No. 480/2004 Coll., on certain information society services and amending certain acts, as amended, we may send you, as our customer, marketing communications concerning our services or information about our company. This may include e-mail questionnaires concerning your satisfaction with your purchase with us; to send these out, we use the Zboží.cz evaluation service, to which we will provide your e-mail address and information about the specific purchase. You can object to the sending of e-mail questionnaires via the Zboží.cz service at any time, either directly in your shopping cart or by clicking on the link in the e-mail you receive with the questionnaire.