Well you can't change an already existing field's type but you can specify what data type you want each field to be when you import the Excel sheet into your geodatabase (or .dbf file). Right-click on the field in the field map and go to properties and you can choose the type. ArcGIS will try to convert the values for you if it can but I think maybe in your case you have percentage symbols (%) in there too, which is why it brought them in as strings at first. I think if that's the case and you try to convert to integer or double you'll just get zeros or <null>.
Probably the best thing to do now you've already got the table in ArcGIS is to add a new double field and use the field calculator to strip any non-numerical characters before copying them into the new field.
Hope that helps
Dan