PXM in B2B: How better product information increases conversion rates

The new reality in B2B purchasing: Product experience as a game changer

“Customer experience” has long been more than just a buzzword: numerous studies show that tailoring product information to customer needs has a measurable impact on perception and purchasing behavior.¹ Companies that rely on product experience management (PXM) build trust, increase conversion rates, and differentiate themselves from the competition.

What is PXM and why is it indispensable?

Product experience management (PXM) describes the strategic approach to designing and delivering product information across all digital touchpoints. The goal is to create a consistent, compelling, and conversion-promoting product experience – tailored to the expectations of the respective target group.

Today's digital B2B customers expect complete, structured, and personalized product information – from technical data and precise descriptions to high-quality media content. Studies show that companies with a clear PXM strategy significantly increase their conversion rates.¹

Two out of three B2B buyers will switch to a competitor in the short term if they offer a better product experience.² Today's B2B purchasing process is data-driven, multichannel, and complex. Companies need to make their products visible exactly where their customers are conducting their digital research.

Understanding your target audience: The first and most crucial step in PXM

The success of any PXM strategy begins with a deep understanding of the target audience. Only those who know the needs, expectations, and information habits of their customers can prepare product information in a targeted manner and effectively design relevant touchpoints.³

As a full-service digital agency with expertise in UX and PIM, we rely on proven research methods to gain sound insights for an effective product experience in B2B.

Was B2B-Einkäufer wirklich wissen wollen: Die richtigen Produktinformationen als Erfolgsfaktor

Im B2B-Umfeld zählen Effizienz, Risikominimierung und strategische Passung mehr als emotionale Impulse. Einkäufer treffen fundierte Entscheidungen und benötigen dafür präzise, relevante und kontextbezogene Produktinformationen. Es geht nicht nur um technische Daten oder Preise, sondern darum, Informationen so aufzubereiten, dass sie in den Entscheidungsprozess passen – etwa durch branchenspezifische Use Cases, digitale Datenformate für ERP-Systeme oder transparente Angaben zu Nachhaltigkeit und Compliance.

Die folgende Übersicht zeigt zentrale Informationsbedürfnisse, die für eine überzeugende Product Experience entscheidend sind⁴:

In B2B, product information is not only the basis for decision-making, but also the basis for technical reviews, tenders, and digital procurement. Incorrect or inconsistent data, such as conflicting item numbers or outdated certificates, leads to queries, delays, and, in the worst case, exclusion from the selection process.

High data quality and consistent presentation across all channels (webshop, data sheets, e-procurement platforms) are essential for building trust and increasing efficiency on the customer side.⁵

Professional product information management (PIM) ensures that product information is maintained centrally, displayed consistently, and seamlessly integrated into PXM processes.

Context is king

B2B customers expect product information that is tailored to their specific requirements and application scenarios. Depending on the industry, country, or role in the buying center, a product can have different meanings in terms of standards, conditions of use, or economic arguments.

Contextualized product information provides exactly the information that is relevant to the respective target group: technical details for engineers, ROI arguments for decision-makers, or delivery conditions for purchasing. This not only increases relevance, but also the likelihood of a positive purchase decision.⁶

More than just data: Why product descriptions increase conversion

Technical specifications provide the facts, but they alone are not enough. Well-written product descriptions are the key to translating technical information into understandable, relevant benefits.

Studies show that detailed, well-written product texts significantly increase the feeling of being well-informed and the willingness to buy. A study by the University of Reutlingen shows that 46.2 % of test subjects felt poorly informed when product descriptions were brief. With detailed texts, this figure dropped to just 8.3 %.⁷

Language also plays a role. Emotionally appealing texts that highlight specific benefits such as increased efficiency or risk minimization have a stronger impact than pure facts. According to a study by Gartner and Motista, B2B buyers do not make purely rational decisions: trust, confidence, and optimism are key emotional drivers in the B2B purchasing process.⁸

A good product description not only answers the question “What is it?”, but above all “What's in it for me?” in language that the reader intuitively understands.

Channel-appropriate and personalized delivery:

Product information must not only be convincing in terms of content, but also technically and visually tailored to the channel and target group.

Channel-appropriate: Mobile devices require compact, prioritized information architectures. While detailed tables and technical documents can be displayed without any problems on desktop interfaces, mobile channels require a reduced, clearly structured presentation. A good PXM strategy ensures consistent but context-sensitive content delivery in web shops, on product detail pages, in apps, or in digital catalogs.⁹

Personalized: B2B buyers increasingly expect individually tailored product information, such as company-specific product names or customer-specific prices and conditions. This information is crucial for efficiency and trust in the purchasing process. Modern PIM systems enable precisely this dynamic display – automated, scalable, and integrated into existing system landscapes such as ERP or CRM.¹⁰

communicode's role as your PXM partner

As a full-service digital agency with expertise in PIM/DAM, UX, commerce, and software development, we support companies in implementing successful PXM strategies. We start with a content audit, analyze existing product information, and identify potential for optimization. Through target group surveys, we generate relevant insights that are incorporated into the content strategy.

Thanks to our technical expertise in data modeling, system integration, and channel-specific delivery, we ensure that product information not only convinces in terms of content, but also performs well—across all digital touchpoints.

Conclusion: Product experience begins with relevant information

A compelling B2B product experience does not happen by chance. It is the result of a well-thought-out strategy that combines target group understanding, data quality, context sensitivity, and channel-appropriate delivery. Those who know their customers' information needs and systematically translate them into high-quality, contextualized content not only build trust but also increase conversion and differentiation from the competition.

Modern product experience management (PXM) approaches enable precisely that: they combine technological efficiency with relevant content and make product information a strategic success factor throughout the entire customer journey.

Event tip: ThinkChange – From PIM to PXM

Would you like to delve deeper into the world of product experience management and learn how AI-supported content strategies are shaping the future of product communication?

Then the ThinkChange event on November 27, 2025, in Essen is just the thing for you!

Together with its technology partner ATAMYA, communicode will show how structured product data can be turned into real experiences – across channels, context-sensitive and emotionally effective.

You can look forward to:

Keynote speeches and best practices from the industry

Interactive workshops on PXM processes

Exchange with experts and industry colleagues in a personal setting

📍 Location: communicode, Wittekindstr. 1a, 45131 Essen, Germany
🕓 Time: November 27, 2025, 1:00 p.m. to 7:00 p.m.

Sources

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Diehl, S. (2009). Empirischer Teil 1: Empirische Studie zu den Einflussfaktoren auf das Kaufverhalten. In: Reale und mediale Produkterfahrungen. Gabler.

Rainsberger, L. Neues Kaufverhalten erfordert fundamentale Transformation. Sales Excellence 34, 28–31 (2025).

Google & The Behavioural Architects. (2023). Decoding Decisions: Marketing in the Messy Middle (Part 2). Google.

2) Sana-Commerce, B2B Käuferstudie 2025.

3) Krämer, A., Burgartz, T. (2022). Kernfunktion Kundennutzen: Was sind die tatsächlichen Kundenbedürfnisse?. In: Kundenwertzentriertes Management. Springer Gabler, Wiesbaden.

4) Akeneo & 3Gem Research. (2024). B2B Survey Report 2024: Discover the shifting trends within the B2B landscape – and how your organization can prepare today. Akeneo.

Hušidić, N. (2025). Erweiterte Kompetenzanforderungen an den technischen B2B-Vertrieb als Folge der digitalen Transformation. In: Detscher, S., Hepp, M. (eds) Praxishandbuch Digitales Management. Springer Gabler, Wiesbaden.

Dr. Schiller, T. (2024). Selektion der B2B-Absatzkanäle für erklärungsbedürftige technische Produkte in der deutschen Metall- und Elektroindustrie - Eine empirische Untersuchung, Springer Gabler, Wiesbaden.

5) Wyss, S., Demiriz, U., & Fuchs, R. (2021). Werttreiber Product Information Management (PIM): Wie PIM aus produktbezogenen Daten greifbaren Nutzen macht. Zürcher Hochschule für Angewandte Wissenschaften (ZHAW), School of Management and Law.

6) Tischer, M. (2022). Customer Experience Management in Business-to-Business-Märkten: Eine branchenübergreifende Untersuchung zu Konzeption, Messung und Wirkungen. Schriftenreihe des Instituts für Marktorientierte Unternehmensführung (IMU), Universität Mannheim. Springer Gabler.

7) Reutlingen University. (n. d.). Produktbeschreibungen verbessern das Informationsgefühl und die Conversion. Retrieved October 22, 2025.

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