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11% increase from landing page to application or did the conversion rate increase off the application page?

If it's 11% conversion increase off the application page, wouldn't conversions increase naturally because of the fact that you're filtering more people from the landing page?

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"This checkbox alone, with that particular title, helped increase their successful application conversion rate by over 11% – an increase of hundreds more applications a month!"

Sounds like it is off the application page, but if the wording is to be believed this is a net increase.

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