Website Redesign Experimentation Drives Significant Results

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.