Glossary · Customer Satisfaction
Time to Value
The time from signup to the first moment of real value. The single most important onboarding metric.
Time to Value in Practice
TTV is the single best predictor of whether onboarding is working. Customers who do not reach value within their expected window churn at several times the rate of those who do.
Shortening TTV:
- Remove non-essential setup steps
- Pre-configure sensible defaults
- Guide users directly to the first value moment in-product
- Intervene with human help when TTV is at risk
Track TTV by cohort, by plan and by acquisition channel. The channel or segment with the shortest TTV is usually the one with the highest CLV.
Frequently Asked Questions
Work backwards from retention data. Identify the action or outcome most correlated with 90-day retention - first report generated, first campaign sent, first integration live - and define TTV as the time from signup to that action.
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