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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: 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
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2️⃣ 0️⃣ Loyalty Points as CTA
Channel: push notifications
Description: analyzing which products and related points to redeem are more engaging for the guest. We have tested 700 (Free Whopper) and 1000 (Double Whopper). The hypothesis is the option with the lower point balance is the best as it seems more achievable
Test significance: 🟢
Test performance per market: 🇳🇱 BKNL (Q1 2024)
700 outperformed 1000
Next steps:
Repeat the test and switch order. Currently we have advertised product = crowns, we could try crowns = product
Another test could be to identify if the performances were impacted by the choice of the product (Double Whopper less attractive than Whopper). Therefore we can try to substitute Double Whopper with LTO
⚙️ Campaigns Catalogue
1️⃣ Fight Back
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