Conversion falls from 30 percent to 24 percent. How would you explain that to an executive?

Instruction: Replace conversion with a familiar rate if useful. Preserve the distinction between percentage points and a relative percentage change.

Context: It communicates the arithmetic correctly and connects a clear visual to the next business decision.

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I’d lead with the result: conversion fell by six percentage points, which is a 20 percent relative decrease. I’d define the numerator and denominator so the audience knows what converted and what population we measured...

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