Case Study: Dun & Bradstreet maintains 100% conversion rate during Hoovers-to-dnb.com domain merge with SiteSpect

Dun & Bradstreet Merges Domains

Dun & Bradstreet, a long-established provider of commercial data and analytics, needed to merge several acquired domains—most notably Hoovers.com, whose Business Directory drove the majority of organic traffic—into its main dnb.com site. The marketing team faced heavy scrutiny because the migration risked losing leads and harming SEO, so they sought a server-side testing solution to validate the merge and minimize risk before committing to the full migration.

Using SiteSpect for server-side testing and cross-domain tracking, the team ran two parallel experiments: a feature-flag test to replicate the Business Directory on dnb.com and a 50% server-side redirect from Hoovers.com to matching dnb.com pages. By iterating quickly on the new experience (fixing initial conversion drops), they maintained conversion rates and lead volume, secured stakeholder buy-in, completed the merger, and ultimately saw organic search traffic and optimization opportunities improve.

Dun & Bradstreet

Ryan DuPont

Senior Marketing Manager for Testing and Optimization