| Panel | ||||||
|---|---|---|---|---|---|---|
| ||||||
Documentation for CRM A/B Tests Catalog:
|
...
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)
...
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
...
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)
...
Test significance: 🟢
Test performance per market:
🇩🇪 BK DE (Nov 2023): +25% CVR purchase with personalization in the SL versus pre-header (version B winning)
...
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)
...
The Amplitude chart can be found here: https://app.amplitude.com/analytics/burgerkingde/chart/o4yf9tm9?linkingDashboardId=482el67g
...
Version A:
Subject: Überraschung zum Veganuary! 🌱🍔
Preheader: 🆕 Schon den neuen Veggie King Deluxe ausgecheckt?
Version B:
Subject: So lecker isst 2024! 🌱🍔
...
1️⃣4️⃣ Segments & Protein Preference
Channel: email & push notification
Description: we have sent an email for Veganuary, and we have checked the performances of the segments based on their protein preferences
Test significance: 🟡 (we don’t have yet the full conversion window)
Test performance per market:
Vegetarian have better conversion rate, followed by chicken and beef
We see a resistance for beef users to purchase vegeterian products
Insights:
We test grouping chicken & veggie together when we have segmented content based on protein
We can test different subject line for beef users
...
Push
...
...
1️⃣5️⃣ PH & SL
Channel: email & push notification
Description: we have sent an email for Veganuary, and we have checked the performances of the segments based on their protein preferences test short vs long version for the PH & SL
Version A:
Subject: Überraschung zum Veganuary! 🌱🍔
Preheader: 🆕 Schon den neuen Veggie King Deluxe ausgecheckt?
Version B:
Subject: So lecker isst 2024! 🌱🍔
Preheader: 🆕 Schon den neuen Veggie King Deluxe ausgecheckt?
Test significance: 🟡 (we don’t have yet the full conversion window)
Test performance per market:
For push notifications, version A worked better
For email, version B worked better
1️⃣6️⃣ Open Rate
Channel: email
Description: we have sent the communication at 11.45 and we wanted to check if the users are opening it during that time or if there are other opening hours we should consider
Test significance: -
Test performance per market: 🇩🇪 BKDE (Q4 2023)
People open the email immediately after receiving it (spike between 11-12)
There is a also some activity the day after, at 8am
Next: A/B test 10.45 vs 11.45
...
⚙️ Campaigns Catalogue
1️⃣ Fight Back
...