It's possible that you could have a company that has 1% paying users that's MORE profitable than a company with 50% paying users. The size of the profit is more

It's possible that you could have a company that has 1% paying users that's MORE profitable than a company with 50% paying users. The size of the profit is more important than ratio of paying to non-paying, generally speaking. (And of course, in either case you pay real close attention to the conversion rate and try to get it up higher.)