The 2% rule

The more time I spend around web services, the more I see 2% conversion rates show up all over the place. About 2% of people who visit a blog leave a comment. 2% click on “related articles” below a blog post. 2% of Evernote users buy their premium service. Same with 2% of users. We see similar numbers with premium upgrades. Is this a coincidence, or is there an underlying law that drives this? If you put something for free on the Internet and ask people to engage and take some sort of action, 2% of them will do so on average? I say on average, because I’ve seen 1-5% ranges on various services, but the 2% number seems to be the most common.

Published by

Toni Schneider

Partner at True Ventures. Team lead at Automattic. Advisor at Atipica, Bandcamp, Bigscreen, Handshake, Hatch Baby, Madefire, Piavita, Renovo Motors, and

9 thoughts on “The 2% rule”

  1. I think the same is true of anything. Those willing to help out with plugin development, or donate, or help at a club will be a tiny minority of the total users. Is it human nature? Are we all selfish at heart?

  2. As contacts multiply and grow exponentially, will the 80/20 rule expire and now new on-line business will expect business from 2% of their on-line business contacts? 98/2 now?

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