Test 2 : Decisive CVR Analysis by Screen Resolution
6 %
4.5 %
3 %
+ 238 %
Large Frame Small Frame
1.5 %
Control Variation Chat Variation Product Collage Variation
iPhone 5 and iPhone 4 have small screen frames , which can cut out parts of the First Impression Frame . The messaging in the First Impression Frame for the Chat Variation and the Product Collage Variation were not harmed by the smaller screens . However , messaging in the First Impression Frame for the Control Variation was disturbed .
Changes seen to the First Impression Frame for the Control Variation on small screens :
• Brand is not visible at all
• App ’ s functionality is not clear , as both of the captions that explain it are pushed outside of the First Impression Frame
Implications :
• Messaging gets lost when visitors are using a smaller iPhone screen
• The Control Variation had a significantly lower Instant Install rate
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