Case Study: Sierra Club boosts donations with Cro Metrics website experimentation

Website Redesign Experimentation Drives Significant Results

Cro Metrics partnered with Sierra Club, a nonprofit environmental organization with millions of supporters, to redesign its website without hurting donation performance. As Sierra Club updated its site to better serve members and advance its mission, it needed to protect and ideally improve lead volume, monthly donations, and gift activity.

Cro Metrics used an experiment-led redesign approach across analytics, creative services, digital journey and CRO, website design and development, testing key changes before launch to reduce risk. The solution included optimizing donation flows, global navigation, site hierarchy, and new features like a My Account portal, resulting in a 40% increase in monthly donations, a 14% increase in monthly gifts, a 30% lift in monthly donations from personalization, and a 9% donation increase from navigation changes that had initially been expected to reduce performance.

Sierra Club