Why Your Conversion Rate Doesn’t Matter (aka Conversion Rates are Relative)

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In 1907, a brilliant physicist proposed that “truth” is defined by the perspective from which it is observed.

That observation by Albert Einstein reverberates throughout all of our current knowledge, essentially throwing the traditional concepts of time and motion on their heads. His theory of relativity gave scientists a foundation to pioneer new discoveries.

It seems to me that marketers still need to apply the concept of relativity to their conversion rates.

I am often asked what...