If you want to decrease something by 70%, it is equivalent to saying you want to reduce it to (100-70) = 30% of its value. Since 30% is equal to 0.3, the single multiplier to use to decrease something's value by 70% is 0.3.
The general rule would be to subtract the % to decrease (like 70%) by from 100%, and convert to decimal form. This would give the single multiplier.