Yes, the same trick can be used when writing a scientific paper: "we improve process X's accuracy by 150%!" (when the base is 1% accurate, it is now 2.5% accurate).
Hence, we would deliberately calculate impact by taking not the previous sales but the previous conversion rate as the denominator. Thus, would 10 to 12% growth would go like "we increased Y's conversion rate by 20%."
Can't be mathematically disputed and totally clickbaity at the same time.