Definition
The elapsed time between a user signing up and experiencing the product's core value for the first time.
Why it matters for growth
Shorter TTV strongly correlates with higher activation and retention, because attention and motivation decay quickly after signup.
Example
A design tool reduces TTV from 20 minutes to 90 seconds by replacing a blank canvas with pre-filled templates.
FAQ
- What is Time to Value (TTV)?
- The elapsed time between a user signing up and experiencing the product's core value for the first time.
- Why does Time to Value (TTV) matter for growth?
- Shorter TTV strongly correlates with higher activation and retention, because attention and motivation decay quickly after signup.
- What is an example of Time to Value (TTV)?
- A design tool reduces TTV from 20 minutes to 90 seconds by replacing a blank canvas with pre-filled templates.