Time to Value

Also called TTV

Time to value: how long it takes a new user or customer to reach their first real benefit from your product, from signup to the aha moment.

Why it matters

The faster users reach value, the better they activate and retain. Shortening time to value is one of the most reliable ways to lift conversion and reduce early churn.

For example

A new user reaches their first real result 4 minutes after signing up, a short time to value that lifts activation.

Related terms

Activation Rate Aha Moment User Onboarding

Go deeper

See how founders actually handle this on Money, pricing and metrics, part of the Starting Up hub.

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