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I think the 2% metric refers to all users from top of the funnel to paying customer. I've always found the metrics in this deck helpful: https://www.slideshare.net/totango/2012-saa-s-conversions-be....

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That would make more sense. But then it's weird that for credit-card-required the conversion rate is 40-60%. That's definitely trial -> paid, not visitor -> paid.

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