He was starting from extremely low numbers.
" . . . the rate itself was so low to have very little effect on the company’s bottom line."
20% of a half of a percent still sucks, for instance.
right, but wouldn't low numbers to begin with indicate problems beyond just the website? What's the metric then? If the site is generating 100k a year and you bump conversions by 10% is that success? If the site is only generating 10k per year, then does conversion need to go up 50% to be considered successful?