No doubt. I've heard the 1% rule, which mirrors my own experience, but I've never heard the "5% rule of thumb". Also, what defines a "really sweet offer"?
I think he may have been saying something like "If you pull everything off just right, there's a maximum of 5% of your visitors that can turn into sales".
Of course, if the majority of your traffic are coming over to read something interesting, you'll probably be a ways from meeting that 5% mark.
Of course, if the majority of your traffic are coming over to read something interesting, you'll probably be a ways from meeting that 5% mark.