Case Study: PRIMEDIA increases online lead conversion with SiteSpect multivariate testing

Primedia Living Large on the Web with Multivariate Testing

Consumer Source Inc., a PRIMEDIA company behind ApartmentGuide.com, Rentals.com, RentalHouses.com and NewHomeGuide.com, needed to increase online lead conversion across its consumer sites while minimizing impact on IT and preserving third‑party ad revenue. The team also wanted to optimize ad sales on its B2B site, Shop.Rentals.com, and move beyond trial‑and‑error changes that didn’t reliably improve KPIs.

They implemented SiteSpect’s hosted multivariate testing platform, which required no changes to site code and enabled rapid, non‑intrusive tests with advanced targeting and segmentation (including regex for dynamic content). Within two weeks they ran their first test, continually improved site performance through data‑driven changes, increased lead conversion, and drove more quality leads to advertisers while keeping IT involvement minimal.

Primedia

Paul Terry

Web Optimization Analyst, Consumer Source