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This is a great illustration of the tension between performance marketers and designers, data vs. intuition, left- vs. right-brain design. It doesn't settle anything, but some of these we can certainly agree on.

We test the content of header and footer bars on mobile websites--we call them stickies--and this includes the use of the hamburger menu icon. It doesn't always work well.

For apps and mobile websites alike, "an app's popularity is determined more so by user engagement and retention rather that its App Store ranking."