According to Moz.com, a new study has revealed that 67% of consumers are influenced by online reviews. Most of the time, people are finding and reading these reviews when searching online for a particular brand, product, or service. Review sites like Yelp and TripAdvisor often show up on the first page of google for a keyword search. Google has also integrated reviews on Google+ Local and these also show up on page one of a consumer’s search as well. The study also found that most people do not search past page one or two of the results.
This is great if you have all positive reviews. But what if you have one or more negative reviews? According to the study, one negative review about your business can cost you 22 percent of potential customers. Three negative reviews jumps it up to 59.2%. Four or more negative reviews means you will likely lose 70% of customers you might have snagged had your reviews been positive.
What Should I Do about Negative Reviews? 
Once you’ve identified any negative reviews, it’s time to go into damage control. Try to resolve the issue with the customer who posted the negative review. If this is not possible, move on to highlightin positive reviews and generating positive reviews that outshine any negative ones. Reach out to customers and offer them an incentive to leave an honest review on Google+ Local, Yelp, your website, or your Facebook page.
Even if you don’t have any negative reviews, generating positive reviews is still an excellent way to grow your business by winning over new customers. The more positive reviews you have, the less influence any negative reviews will have on your potential customers’ decision. There are multiple ways to obtain these reviews and to make the best use of the positive testimonials you receive.
Source: https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews.