If you were on page 1 and are still on page 1 I doubt that dropping a few places on page 1 would cause a 60% drop in business. Just my opinion.
You'd be wrong :)
Like timwilliams, I've seen it too, once seen, never forgotten, see it multiple times, then watch non SEO/ webmaster folks searching and doing it, "clicking at or on the top of serps" without them knowing why..etc etc..
Look up.. Google Ranking Worth
Very detailed and well laid out article on SEObook..all about SERPS positioning, both organic and ads, other stuff too, IMO probably one of the most valuable pages on the web for anyone wanting a lot of relevant research and findings all in the one place..
Saves me explaining why IMO, "you'd be wrong"..when I read it the first time I thought , "he's giving it away"..then thought "nah, most people won't take the time to find it, or read it, so the competition isn't going to actually get much tougher in a hurry";-)..I enjoy reading his place..unusually insightful guy..
Despite the apparent age of some of the research*, very large percentage of what is in that article is still highly relevant today..
*One of the pubcon keynote speakers
Dr. Robert Cialdini author of "Influence: The Psychology of Persuasion" the book was published in late 2006 , many of his observations date back decades before the book was written ,and are still ultra relevant today..research you may have missed yesterday is worth studying today, it can be invaluable tomorrow..