Most online shoppers hesitate to buy from stores they don’t fully trust and that hesitation kills conversions every single day. In the crowded world of ecommerce, trust is not just a “nice to have”; it’s the difference between a visitor browsing your product pages and a customer confidently clicking Buy Now.
This is exactly why smart ecommerce brands use press releases. A well-crafted press release can instantly build credibility, increase visibility, and send motivated shoppers directly to your store. And when your audience sees your brand featured on recognized news sites, that trust barrier drops and your conversions rise.
In this blog, you’ll learn how press releases for ecommerce boost conversions, build trust, and drive more online store traffic - all explained in simple, practical steps you can apply immediately.
Key Highlights:
-
Press releases help online stores build strong trust and social proof.
-
They drive targeted referral traffic from news sites, niche blogs, and media outlets that already have your customer’s attention.
-
Press releases create an ecommerce SEO boost by earning high-quality, authoritative backlinks.
-
They increase buyer confidence, helping shoppers feel safer and more prepared to make a purchase.
-
Press releases generate buzz during product launches, major sales, or new feature announcements which bring customers in when they’re most excited.
-
Press Releases strengthen brand authority and support E-E-A-T signals across your digital ecosystem.
-
Press releases guide readers toward conversion-focused landing pages, improving the chances of turning traffic into sales.
How Press Releases Fit Into the Ecommerce Funnel?
The ecommerce funnel is a simple model that explains the steps shoppers go through before making a purchase. It shows how people move from discovering your brand to finally buying your product. The goal of the funnel is to guide visitors smoothly from awareness to conversion by building trust, interest, and confidence along the way.
Here are the main stages of the ecommerce funnel:
-
Awareness: A shopper discovers your brand for the first time through ads, search results, social media, or press coverage.
-
Interest: They start learning about your products, visiting your store, and reading what you offer.
-
Consideration: They compare your brand with competitors and look for trust signals to decide who feels more reliable.
-
Conversion: They feel confident and make the purchase.
Before shoppers buy from an online store, they go through a simple journey: they discover your brand, they decide if they trust you, and then they make the purchase. Press releases support every part of this journey in a natural, powerful way.
When your brand appears on trusted news sites, shoppers discover you through channels they already believe. That instantly builds credibility before they even land on your store. As they click through and read more, the trust grows making them far more likely to buy when they see your products.
Press releases also guide people to the right places: product pages, sales pages, or special offers created for conversions. Instead of random visitors, you get people who already feel confident about your brand.
In short, press releases help your ecommerce funnel work smoother by combining awareness, trust, and conversion in one simple strategy.
How Press Releases Improve Ecommerce Conversion Rates?
When it comes to increasing sales, simply getting visitors to your online store is not enough.
Shoppers need to trust your brand, feel confident about your products, and know they’re making the right choice. Press releases are a powerful tool that can do all of this at once. By building credibility, driving the right traffic, improving search rankings, and creating excitement around your products, press releases help turn casual visitors into paying customers.
Let’s explore how press releases work to improve ecommerce conversion rates and why your ecommerce store can’t afford to ignore them.
1. Build Trust and Show Your Brand is Credible
When a trusted news site mentions your store, shoppers instantly feel your business is legitimate. Third-party recognition works better than any self-promotion.
This type of validation is called social proof, and it makes hesitant buyers feel safer to make a purchase.
Featuring your press coverage on your website or product pages amplifies credibility and encourages more confident buying decisions.
2. Attract Interested Shoppers with Targeted Traffic
Press releases bring readers who are already curious about your niche or products. These visitors are more likely to explore your store and convert.
Unlike random ads, press release traffic is pre-qualified, meaning people arrive ready to take action.
By linking press releases to your website, you guide these motivated visitors directly to the right pages.
3. Improve Your SEO and Rank Higher on Search Engines
When media sites link to your store, search engines notice and reward your website with better rankings.
Higher search visibility brings more organic visitors who trust Google’s results.
This SEO boost from press releases can increase your store’s traffic and lead to more conversions over time.
4. Generate HYPE for Launches and Special Promotions
Press releases are perfect for announcing new products, sales, or company updates.
Creating excitement around your offers encourages people to visit your site immediately.
HYPE like this not only increases clicks and sign-ups but also can lead to higher short-term and long-term sales.
4. Strengthen Your Brand Authority with E-E-A-T
Press releases show search engines and users that your brand is real, active, and reliable.
This signals Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) to Google, which helps your rankings.
Better authority improves visibility, trust, and conversion potential for your online store.
5. Guide Shoppers to High-Converting Landing Pages
A press release works best when it links to a page optimized for conversions.
Visitors coming from a press release are already engaged, so sending them to the right landing page increases the chances they buy.
This ensures your PR trained efforts directly impact your sales and improves overall conversion rates.
How Press Releases Complement Your Other Marketing Channels?
Press releases work best when paired with other marketing channels. When you share news about your products or store, that content can be repurposed across email newsletters, social media, and influencer collaborations. This multi-channel approach increases visibility and ensures your message reaches more potential customers. By coordinating PR with your other campaigns, every channel reinforces the other, creating a stronger impact.
For example, a press release about a new ecommerce product launch can be shared on your social media pages to drive engagement and encourage shares. At the same time, including the PR story in your email newsletter keeps your subscribers informed and builds excitement. Influencers can also reference the press release in their posts or videos, giving your store third-party credibility. Together, these channels amplify the reach of your announcement.
Press releases also help unify your brand messaging across platforms. When your PR story, social posts, and email campaigns all tell the same news in a consistent way, it strengthens brand recognition. Customers see the same message in multiple places, which builds trust and confidence. This cohesion makes your marketing feel professional and organized.
Finally, using PR alongside other channels helps track performance more effectively. You can measure how many people clicked through from the press release, social media, or email to your landing pages. This data shows which combination of channels drives the best conversions. By analyzing the results, you can optimize future press releases and campaigns to increase sales even more.
Best Practices to Use Press Releases for Higher Ecommerce Conversions
To truly boost ecommerce conversions, your press release needs to grab attention, build trust, and guide readers to take action.
By following best practices, you can turn every press release into a conversion-driving tool for your online store.
1. Choose a Newsworthy Angle
A press release works best when it shares something real and interesting, not just a sales pitch. Focus on product launches, achievements, awards, or special events.
A newsworthy angle grabs attention from journalists, bloggers, and potential customers, making them more likely to read and share it.
By highlighting genuine updates, your ecommerce store looks credible and professional, which naturally helps conversions.
2. Add Clear Calls to Action with Links
Every press release should guide readers to the right place on your website. Include links to product pages, special offers, or landing pages made for conversions.
A clear call to action (CTA) tells readers exactly what to do next, increasing the chances they will click and buy.
When your links are obvious and purposeful, the press releases drives measurable sales results.
3. Add Original Data, Images, or Customer Wins
Including visuals, charts, or real customer stories makes your press release more engaging and trustworthy.
Original data or success stories show that your claims are real, which encourages readers to take action.
Adding images or videos also increases the chance that media outlets and readers will share your press release, expanding your reach and conversions.
4. Use the Right Distribution Channels
Sharing your press release on the right platforms ensures it reaches the right audience. Trusted PR sites, niche blogs, and journalists in your industry are key channels.
The wider and more relevant your press release distribution, the more qualified traffic you drive to your store.
Proper distribution also strengthens your brand’s online visibility and authority, which supports both SEO and conversion goals.
Common Mistakes Ecommerce Brands Make With Press Releases
Even the most carefully written press release can fail if it’s done the wrong way. Many ecommerce brands make small but costly mistakes that reduce trust, traffic, and sales.
Avoiding these errors ensures your PR actually drives results.
-
Making the press release sound like a hard sales pitch instead of sharing real, newsworthy updates.
-
Linking to the homepage instead of a focused landing or product page, which lowers conversions.
-
Publishing a press release without a clear, easy-to-understand message.
-
Overloading the content with too many keywords, hurting readability and SEO.
-
Skipping visuals, data, or customer success stories that could build credibility.
-
Distributing through irrelevant or low-quality channels, limiting reach and qualified traffic.
-
Ignoring timing, such as sending news too late or when it’s no longer relevant.
Conclusion
Press releases are a smart way for ecommerce stores to earn trust, bring in the right visitors, and improve search rankings. When your brand shares real news, supports it with data or visuals, and guides readers to optimized landing pages, you turn media attention into actual sales.
Used strategically, press releases can boost conversions and make your online store more visible and credible in a crowded market. They work quietly behind the scenes, building authority and driving traffic that’s already interested in what you sell.
The key is consistency: regularly publishing valuable updates keeps your brand top-of-mind, strengthens your online reputation, and makes shoppers more confident in their buying decisions.
Frequently Asked Questions
Do press releases really help ecommerce conversion rates?
Yes. Press releases help ecommerce stores build credibility, attract pre-qualified traffic, and improve search rankings. These benefits work together to increase the likelihood that visitors will make a purchase.
How often should an online store publish press releases?
Publish once a month or whenever your store has genuine news, such as a product launch, award, or major update. Regular press releases keep your brand visible, maintain media relationships, and build ongoing trust with customers.
Can small ecommerce businesses benefit from press releases?
Absolutely. Even small stores can use press releases to look professional, gain media attention, and compete with larger brands. By sharing newsworthy updates, small businesses can build credibility and attract more qualified traffic.
Do press releases help with SEO?
Yes. Press releases can earn backlinks from high-authority media sites, which boost your website’s SEO. Improved search rankings drive more organic visitors who are already interested in your products, increasing conversion potential.
What makes a press release convert better?
A press release converts best when it shares clear, newsworthy content, includes a strong call-to-action, and links to a high-converting landing page. Adding visuals, data, or customer stories further builds trust and motivates readers to take action.
Where should ecommerce brands distribute press releases?
Distribute press releases through trusted PR sites, niche blogs, news platforms, and industry journalists. Using the right channels ensures your story reaches the right audience and drives qualified traffic to your store.
Should I add images or videos inside my press release?
Yes. Visuals like images, infographics, or videos increase engagement, make your story more shareable, and strengthen trust with readers. Including visuals also improves the chances of media coverage and social shares.
