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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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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
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1️⃣5️⃣ Raffle
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Test performance per market:
The easiest the mechanic is, the more likely are guests to engage with the raffle
Engaging content for CRM: Raffle have above average performances for open rate and CTO, with low un-subscription
Engaging content for the App: Users who participate in the raffle have better activity rate than non-participants
Insights:
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Push
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1️⃣6️⃣ Open Rate
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)
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Test significance:
Test performance per market: 🇨🇭
2️⃣ Raffle
Test performance per market: 🇩🇪 BKDE (Q4 2023)
The easiest the mechanic is, the more likely are guests to engage with the raffle
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Push notifications had higher conversion to opt in compared to in app messages
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Engaging content for CRM: Raffle have above average performances for open rate and CTO, with low un-subscription
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Engaging content for the App: Users who participate in the raffle have better activity rate and conversion rate than non-participants
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See here full dashboard with insights: https://app.amplitude.com/analytics/burgerkingde/dashboard/sgfef3pk
Insights:
A/B test PH/SL needs to be more explicit (win, raffle, opt in).