Usually companies don't let us reveal the actual conversion rates (due to obvious reasons -- valid fear of competition sniffing that info). Projected increase i

Usually companies don't let us reveal the actual conversion rates (due to obvious reasons -- valid fear of competition sniffing that info). Projected increase in conversion rate is irrelevant here because this is an A/B test where half traffic saw original headline and half traffic saw new headline. So any natural increase of conversion rate in untouched headline would automatically decrease the improvement of new version.