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
sales @ storemaven. com 20