conversion rates NOT for shopping carts

Hi all -

I am trying to locate some statistics on average conversion/completion rates
for online tools, that are *not* shopping carts or e-commerce related. I'm
hitting a brick wall as everything seems to be about the almighty dollar.
Any leads on relevant articles?

(this didn't go through the first time I posted it, apologies if it come in
twice)

thanks,
Hallie