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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 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
2️⃣1️⃣ Follow up emails for non openers
Channel: email
Description: we are sending a follow up emails 3 days after to the non openers. We want to check if this impacts open rate vs un-subscription rate
Test significance: 🟢
Test performance per market: 🇩🇪 BKDE (Q1 2024)
With the follow up email, we have 13% of the users who did not open the first but opened the second;
There is low subscription rate for the people who got 2 emails (0.146% vs 0.200% average);
Next test: reminder after 7 days every Friday;
2️⃣2️⃣ Naming vs No Name
Channel: push notifications
Description: include naming in the subject line of the email. McD CH and McD DE are doing it consistently
Test significance: 🟢
Test performance per market: 🇩🇪 BKDE (Q1 2024)
Naming personalization overperformed no naming personalization
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⚙️ Campaigns Catalogue
1️⃣ Fight Back
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