i don't really understand why this is "putting a slant on it".
citing an absolute difference isn't very useful when you're talking about differences in conversion rates.
* 0.6% -> 1.2% is a 0.6% bump.
* 49.4% -> 50.0% is a 0.6% bump.
it sounds like you're saying that if someone increases their landing page conversion rate by 1% (from 1%) you'd rather hear that the conversion rate increased by a point.
the business owner is probably more interested in the fact that their revenues doubled.