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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

...

  • 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)

...

  • McD CH is leveraging first name and emoj in all communications

...

0️⃣2️⃣ Loyalty Reference

  • 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)

...

  • McD Germany is leveraging emoji at the beginning of each communications

...

0️⃣5️⃣ Branded Copy

  • Channel: push notifications

  • Description:

    • Version A: 🍔👑 Dienst am Dienstag? Wir auch!👑🍔 Lass dich von uns versorgen! 👑

    • Version B: 🍔👑 Dienst am Dienstag? Wir auch!👑🍔👉 Lass deine Küche kalt und genieße einen flamed grilled Burger🔥

  • Test significance: 🔴

  • Test performance per market:

    • 🇩🇪 BK DE (Nov 2023): no significant difference among the 2 variations.

...

  • 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)

...