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
🧐 KPIs
Results are measured based on start session and conversion uplift. The uplift is defined as follows:
% of recognized transactions test/ % of recognized transactions control
7 days window after entering the specific canvas
⚙️ A/B Tests Catalogue
0️⃣1️⃣ Naming Personalization
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
0️⃣3️⃣ Direct CTA
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)
0️⃣4️⃣ Naming Personalization Placement
Channel: push notifications
Description:
Version A: name placement in the PH
Version B: name placement in the SL
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.
0️⃣6️⃣ Abbreviations
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)
0️⃣7️⃣ Timing HD
Channel: push notifications
Description:
Version A: 11.45 am
Version B: 5.45pm
Test significance: 🔴 only 17 conversion in version B
Test performance per market:
Version B conversion rate: 6.5%
Version A conversion rate: 10.5%
Control group conversion rate is 4.8%
Impact on orders +120% versus previous 4 Wednesdays (include vs LAST YEAR)
Date | 2023-11-29 | 2023-12-06 | 2023-12-13 | 2023-12-20 | 2023-12-27 |
Orders | 17 | 12 | 11 | 18 | 32 |
0️⃣8️⃣ Communication pressure
Channel: push notifications
Description:
Version A: receives all push notifications (including journeys & randomizer)
Version B: receives only journeys & randomizer, no marketing push
Test significance:
Test performance per market:
🇨🇭 BK CH (Nov 2023):
0️⃣9️⃣ App Download banner
Channel: Branch Journeys
Description:
Version A: upper banner
Version B: Bottom banner
Test significance: 🟢
Test performance per market:
🇨🇭 BK CH (Nov 2023 - IOS only): +47% conversion (to download), +18% conversion (to open)
Uplift bottom banner only:
Similar results for Android banner:
1️⃣0️⃣ Direct CTA in the Subject Line
Channel: email
Description: different pre-header and subject line. One is more cheesy, the second one leverages urgency to boost visit
Version A: Subject: Große Freude, kleiner Preis! 🍟 Preheader: 🚨 Zu jedem King Menü ein King Jr.® Meal für nur 1€!
Version B: Subject: Hol es dir 🚨 Preheader: Zu jedem King Menü ein King Jr.® Meal für nur 1€!
Test significance: 🟢
Test performance per market:
🇩🇪 BKDE (Dec’23) Version B has higher open rate (+0.6%), higher CTO (+1%) and lower un-subscription rate
Nevertheless, version B has a lower conversion rate than version A (-3%). Both version A and version B are higher than control
1️⃣ 1️⃣ Segmentation
Channel: email
Description: different email content based on PMIX preference. Specifically, split between vegetarian & others.
Test significance: 🔴 the test set up was incorrect, as we didn’t have a control group specifically among the vegetarian that received the “all” variants.
Test performance per market:
1️⃣2️⃣ IAM Impact on User Behavior
Channel: in app messages
Description: for the Veganuary campaign, on 12/01 we will activate IAM and we aim to check the impact of these on the guest behavior
Test significance:
Test performance per market: 🇩🇪 BKDE (Jan’24)
1️⃣3️⃣ Communication Frequency
Channel: push notifications
Description: increased communication pression during the holiday period (24/12-07/01) resulting in ~10 push notifications in the period
Test significance:
Test performance per market: 🇩🇪 BKDE (Dec’23)
the test grow vs control growth was ~11% (versus the 3.5% average of the previous weeks). Therefore, it seems that the increased communication pressure has influenced positively consumer behavior.
Week | 2023-12-11 | 2023-12-18 | 2023-12-25 | 2024-1-1 |
Sales Test Growth – Sales Control Growth | 2.64% | 4.74% | 11.39% | 10.60% |
The Amplitude chart can be found here: https://app.amplitude.com/analytics/burgerkingde/chart/o4yf9tm9?linkingDashboardId=482el67g
1️⃣4️⃣ Segments & Protein Preference
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
Push
1️⃣5️⃣ PH & SL
Channel: email & push notification
Description: test short vs long version for the PH & SL
Version A:
Subject: Überraschung zum Veganuary! 🌱🍔
Preheader: 🆕 Schon den neuen Veggie King Deluxe ausgecheckt?
Version B:
Subject: So lecker isst 2024! 🌱🍔
Preheader: 🆕 Schon den neuen Veggie King Deluxe ausgecheckt?
Test significance: 🟡 (we don’t have yet the full conversion window)
Test performance per market:
For push notifications, version A worked better
For email, version B worked better
1️⃣6️⃣ Open Rate
Channel: email
Description: we have sent the communication at 11.45 and we wanted to check if the users are opening it during that time or if there are other opening hours we should consider
Test significance: -
Test performance per market: 🇩🇪 BKDE (Q4 2023)
People open the email immediately after receiving it (spike between 11-12)
There is a also some activity the day after, at 8am
Next: A/B test 10.45 vs 11.45
1️⃣7️⃣ Pricing vs FREE
Channel: push notifications
Description:
Communicating Long Chicken Medium Menu with FREE 6 Chili Cheese Nuggets
Communicating Long Chicken Medium Menu + 6 Chili Cheese Nuggets for 14.40
Test significance: 🟢
Test performance per market: 🇨🇭 BKCH (Q1 2024)
General copy outperforms both for start session and for conversion
1️⃣7️⃣ Urgency
Channel: push notifications
Description:
A/B test on urgency
Last 3 days to get your Big King Medium Menu for 10.90
Get your Big King Medium Menu for 10.90Test significance: 🟢
Test performance per market: 🇨🇭 BKCH (Q1 2024)
Urgency copy outperforms for both start session & conversion rate
1️⃣8️⃣ Send Time
Channel: push notifications
Description: best send time for push notifications sends during the week (Wednesday). A/B testing 3pm vs 6pm
Test significance: 🟢
Test performance per market: 🇳🇱 BKNL (Q1 2024)
6pm overperforms 3pm both in open rate and conversion rate
Next Steps:
Lunch vs Dinner
Winning option vs intelligent timing
1️⃣9️⃣ 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
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
Channel: email & push notifiactions
Description: McD has launched an aggressive coupon campaign related to the New Year. By leveraging an existing template in the library, we have reacted in less than 24 hours pushing our coupons that are more aggressive through email. After that, we have introduced 3 push notifications (10/1, 12/1, 14/1)
Anna, anno nuovo, nuove offerte!
PH: New Year, More Savings! SL: Celebrate the new year with these special coupons for you
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
Push notifications had higher conversion to opt in compared to in app messages
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 and conversion rate than non-participants
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).