As always you need to be wary of how these results are reported. AJ already pointed out that they're not measuring "conversions" in the sense of converted to p

As always you need to be wary of how these results are reported. AJ already pointed out that they're not measuring "conversions" in the sense of converted to paying customers, but converting to "entering a url in a field" The 29% increase is always misunderstood (by clients at least) The original page had a conversion rate of 8.9% The page they ended up with had a conversion rate of 11.5% The change is that an additional 2.6% of customers are now entering their urls in a field and clicking a button.