[E-book] ASO Case Study: Wallapop [E-book] Wallapop Case Study | Page 26

3. Coherent Messaging It is highly important to keep a coherent message throughout the first three screenshots in order to enjoy the highest Explorer CVR. Remember, if a user scrolls past the First Impression Frame, this action is triggered by the contents found in the First Impression Frame and that visitor expects to find relevant information as they explore the page further. As previously mentioned, both the Control Variation and the Chat Variation used the First Impression Frame to describe app utility (i.e. the Control Variation catered to sellers and Chat Variation catered to buyers). Since the caption in the third screenshot reads “discover and find genius products near you,” this messaging helped create a coherent storyline. This explains the higher performance. 14 [email protected] 25