i don't really understand why this is "putting a slant on it".
citing an absolute difference isn't very useful when you're talking about differences in conversion rates.
* 0.6% -> 1.2% is a 0.6% bump.
* 49.4% -> 50.0% is a 0.6% bump.
however, in the first case, you're talking about doubling your conversion rate.
it sounds like you're saying that if someone increases their landing page conversion rate by 1% (from 1%) you'd rather hear that the conversion rate increased by a point.
the business owner is probably more interested in the fact that their revenues doubled.
While I don't disagree with you, this is a false dichotomy. A proper analysis of the findings should have reported -- and explained -- both absolute and relative differences.
The article shouldn't have to spell out absolute differences in English sentences. The article mentions the important part (relative difference) in English sentences. The article includes the chart of the response rate by race the reader can see everything:
race response rate
black 11.01%
white 12.32%
hispanic 12.92%
citing an absolute difference isn't very useful when you're talking about differences in conversion rates.
however, in the first case, you're talking about doubling your conversion rate.it sounds like you're saying that if someone increases their landing page conversion rate by 1% (from 1%) you'd rather hear that the conversion rate increased by a point.
the business owner is probably more interested in the fact that their revenues doubled.