Website Redesign Experimentation Drives Significant Results
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CRO
Website Redesign Experimentation Drives Significant Results
With over 3.8 million members and supporters, Sierra Club is the longest-standing and influential grassroots environmental organization in the United States. Every day, the Sierra Club fights to defend everyone’s right to live in a healthy world.
in monthly donations
in monthly gifts
The Challenge
To meet the evolving needs of Sierra Club and to best serve its members and constituents, the organization embarked on a website redesign. While the effort was intended to further the Sierra Club mission, it was imperative donation volume wouldn’t be negatively affected, and ideally, increase as a result.
The Solution
Because Cro Metrics had worked with the Sierra Club to build a Culture of Experimentation, they recognized the value and necessity of testing the redesign to ensure it didn’t adversely impact their objectives of recurring monthly donations, 1x donations, and list building. We designed a prioritized roadmap of tests for the new user experience with a focus on primary KPIs. This included down-funnel optimization around the donation experience, but also global elements including site structure and hierarchy and new site features such as the addition of a “My Account” portal.
To inform Sierra Club’s ongoing growth efforts and the CRO program, we also developed a series of persistent analytics reports such as marketing campaign efficacy, down-funnel analysis, and donation conversion and frequency by opt-in, enabling Sierra Club’s ability to make data-driven decisions.
Results
Not only did incorporating CTAs in key areas outside the donation funnel lead to a 40% increase in monthly donations, and 14% in monthly gifts, it also prevented a major potential loss by visitors who would have otherwise missed those cues. Additionally, personalizing the donation experience drove a 30% lift in monthly donations, and extensive testing around global navigation ultimately led a 9% increase to donations, against an initial -4% loss.
Cro Metrics continues to work with the Sierra Club on both analytics and website optimization to drive results in an ever-changing political landscape.
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Simple E-Newsletter Updates Boost Click-Through Rates
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Lifecycle
Simple E-Newsletter Updates Boost Click-Through Rates
Teach For America is a nonprofit organization dedicated to recruiting and supporting teachers to ensure every child is able to receive an equitable education. Teach For America finds, develops, and supports a diverse network of leaders, working together to end educational inequity.
Teach For America reached out to Cro Metrics when they discovered they needed leadership and execution for their large email program after noticing declining engagement rates from their core audience.
click-through rate
click-to-open ratio
The Challenge
Teach For America provides supportive resources for teachers and school administrators. One of those resources is a biweekly email newsletter focusing on tools, tips, resources and additional opportunities. The e-newsletter shares classroom tips, lesson plan suggestions, grants and benefits such as Better Help subscriptions for educators.
We noticed that the e-newsletter’s overall click rate and read-through rate were decreasing over time. Because of the critical support and guidance found inside the newsletter, we knew we needed a solution and quickly began testing to improve engagement.
The Solution
During the initial stages of the project, we noticed that the majority of clicks were happening in the small section of the newsletter called Resources and Opportunities.
Inspired by this insight, we restructured the template of the newsletter and put all of the content into the Resources and Opportunities section. We also shortened the copy of the newsletter and made it easily skimmable.
We then performed our initial experiment, determining click-through rate as our key metric.
Results
The simple newsletter updates made during testing resulted in a 30% increase in click-through rate. We also saw a 43% increase in the click-to-open ratio, signifying that more people were reading through the entire email.
An increase in click-through rates means that more teachers and administrators are receiving the critical resources they need for support. Plus, Teach For America is using their email newsletter and overarching lifecycle marketing strategy to build awareness and improve education for all.
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