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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)

...

  • 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)

...

  • Last 3 days to get your Big King Medium Menu for 10.90
    Get your Big King Medium Menu for 10.90

  • Test significance: 🟢

  • Test performance per market: 🇨🇭 BKCH (Q1 2024)

    • Urgency copy outperforms for both start session & conversion rate

image-20240304-103838.png

1️⃣8️⃣ PMIX - Declared vs Actual

  • Channel: push notifications

  • Description: analyzing the offer redemption based on the PMIX preferences declared in the welcome survey

    • Crispy Chicken added to offer more for both the chicken offer receivers & beef offer receivers,

    • Highest conversion is chicken lovers <> purchase chicken

    • For Veggie: Highest conversion actually for chicken <> beef than for veggie lovers

  • Test significance: 🟢

  • Test performance per market: 🇨🇭 BKCH (Q1 2024)

    • Next steps: send out segmented push notification based on transaction (vs send based on welcome survey answers)

    • It seems that people are declaring to be vegetarian but keep purchasing other products

...

⚙️ Campaigns Catalogue

1️⃣ Fight Back

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