New SSD drive - white screen of death.

Macos Sierra iMac - Apple iMac "Core i5" 2.8 21.5" (Late 2015)

Trying to install an SSD.

I downloaded the macOS Recovery over the internet. It finished downloading, and it reached 65% then goes to the white screen of death.

I created a USB install disk, it reached 65% then goes to the white screen of death.

I fully installed Sierra on an external drive and started the iMac from the external drive, and it reached 65% then went to the white screen of death.

I tried booting in safe mode and I got an X on the screen.

I reinstalled the original disk - it went to 65% then the white screen of death...

I reset PRAM, SMC and I reseated the memory, installed a new CMOS battery... and nothing helps... screenshots below. Any suggestions or help please....... :-)