Time to value

Time to value (TTV) measures how long a new user takes to experience the product's core value. Lower TTV = higher activation = better retention.

Targets

• SaaS consumer: under 5 minutes
• SaaS B2B: under 30 minutes for first aha
• Enterprise: first week if onboarding-assisted

Shortening TTV

• Pre-fill or import data
• Offer templates/defaults
• Hide advanced features
• Reduce required setup

Measurement

Event tracking, timestamp signup, timestamp first-value event, measure the gap.

The friction audit

Walk through onboarding as a new user. Every step that requires thinking or typing is potential removal.