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Documentation for CRM A/B Tests Catalog:
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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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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% |
The Amplitude chart can be found here: https://app.amplitude.com/analytics/burgerkingde/chart/o4yf9tm9?linkingDashboardId=482el67g
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1️⃣ Fight Back
Channel: email & push notifiactions
Description: McD has launched an aggressive coupon campaign related to the New Year. By leveraging an existing template in the library, we have reacted in less than 24 hours pushing our coupons that are more aggressive through email. After that, we have introduced 3 push notifications (10/1, 12/1, 14/1)
Anna, anno nuovo, nuove offerte!
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