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Documentation for CRM A/B Tests Catalog:

For each A/B test
- Test category
- Description of the test
- Test performance per market (and month when test ended)
- Visuals (if relevant)
This catalog is a non-exhaustive list of features/contents to A/B test and is recurrently being updated every time new relevant tests are done
The catalog only includes markets that have RBI recommended CRM Stack (Amplitude, Braze, mParticle) and focuses one the one serviced by RBI CRM services

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Channel: push notifications
Description:
- Version A: Special food is waiting for you! 😋 Beat the Monday blues with a hearty Burger King meal 🍔
- Version B: Hey {{${first_name}}}, special food is waiting for you! 😋 Beat the Monday blues with a hearty Burger King meal 🍔
Test significance: 🟢
Test performance per market:
- 🇨🇭 BK CH (Nov 2023): +28% CVR purchase no personalization (version A winning, available here)

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Channel: push notifications
Description:
- Version A: Explore Tuesday's BK Classics! 🍔🍟Order today and unlock new layers of deliciousness 👑
- Version B: Explore Tuesday's BK Classics! 🍔🍟Order now and get crowns for every CHF you spend 👑
Test significance: 🟢
Test performance per market:
- 🇨🇭 BK CH (Nov 2023): +12% CVR purchase with loyalty reference (version B winning), but both worse than control group

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Channel: push notifications
Description:
- Version A: Lazy Sunday Calls for BK Delights! 🍟 Lazy Sunday Sorted - BK Delivers Happiness! 🏠🍟 For T&C visit:
- Version B: Lazy Sunday Calls for BK Delights! 🍟 Order now & enjoy BK's flavorful burgers! 🏠
Test significance: 🟢
Test performance per market:
- 🇨🇭 BK CH (Nov 2023): +4.5% CVR purchase without direct CTA (version A winning)

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Test significance: 🟢
Test performance per market:
- 🇩🇪 BK DE (Nov 2023): +25% CVR purchase with personalization in the SL versus pre-header (version B winning)

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Channel: push notifications
Description:
- Version A: TGIF: Hochgenuss von Burger King®! 🎉
- Version B: Freitag ist King 👑
Test significance: 🟢
Test performance per market:
- 🇩🇪 BK DE (Nov 2023): +16% CVR purchase with young abbreviation (version A winning)

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Channel: email
Description: different email content based on PMIX preference. Specifically, split between vegetarian & others.
Test significance: 🔴 the test set up was incorrect, as we didn’t have a control group specifically among the vegetarian that received the “all” variants.
Test performance per market:

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Channel: in app messages
Description: for the Veganuary campaign, on 12/01 we will activate IAM and we aim to check the impact of these on the guest behavior
Test significance: 🔴 the test set up was incorrect, as we didn’t have a control group specifically among the vegetarian that received the “all” variants. Test performance per market:
Test performance per market: 🇩🇪 BKDE (Jan’24)

Channel: push notifications
Description: increased communication pression during the holiday period (24/12-07/01) resulting in ~10 push notifications in the period
Test significance:
Test performance per market: 🇩🇪 BKDE (Dec’23)

the test grow vs control growth was ~11% (versus the 3.5% average of the previous weeks). Therefore, it seems that the increased communication pressure has influenced positively consumer behavior.

Week	2023-12-11	2023-12-18	2023-12-25	2024-1-1
Sales Test Growth – Sales Control Growth	2.64%	4.74%	11.39%	10.60%

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⚙️ Campaigns Catalogue

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