Article · 10 min read

Time to Value: The Key to Driving User Retention

Michele Morales · Amplitude Free Intermediate

Separates time to activation (finished setup) from time to value (solved the problem), which is the distinction that explains why your onboarding completion rate looks fine while churn does not.

• As many as 91 percent of new users drop off within 14 days.
• Even 90th-percentile products see Day 1 activation near 21 percent, falling to about 12 percent by Day 7 and 9 percent by Day 14.
• Over 98 percent of users churn within two weeks if they have not yet felt value.
• At three months, top products retain 18.5 percent of users while median products retain 3.8 percent.