How to measure and track time to value in subscription-based businesses

Why time to value matters

TTV is not a one-size-fits-all metric. It varies depending on the type of product, the complexity of onboarding, and each customer's specific goals. However, the principle remains the same: the faster a customer experiences meaningful value, the more likely they are to stay and expand their use of the product. 

Reducing TTV lowers churn rates and increases Customer Lifetime Value (CLV), making it a key metric for long-term business growth.

A crucial part of this process is guiding users toward their “aha moment”—the instant they realize your product's core value. This moment significantly impacts retention, as customers who quickly experience value are more likely to stay engaged.​​

Source: https://www.custify.com/blog/measure-time-to-value/

For instance, Slack—one of the fastest-growing SaaS companies—emphasizes speed in the first interaction. They focus on getting users to send their first message as quickly as possible because they’ve found that teams that do this early are far more likely to remain active users. By designing their onboarding to prioritize this milestone, they ensure customers quickly reach their first value moment.

Types of TTV

There are multiple ways to define and track TTV:

• Time to Basic Value: The moment a user experiences the minimum required benefit from the product. For example, a user sending their first email campaign in Mailchimp - an email marketing and automation platform.
• Time to Exceed Value: When customers start seeing benefits beyond their expectations, such as automation features reducing their manual workload.
• Time to Full Adoption: The point at which users have integrated the product into their workflow completely, realizing its full value.

Understanding these variations helps SaaS companies track progress at different customer lifecycle stages.

Define the key value milestones

Before reducing TTV, it is essential to measure it accurately by defining what 'value' means for your users. 

This definition varies across different SaaS products. For a file-sharing service like Dropbox, the initial value moment occurs when users upload their first file, enabling seamless access across devices. In a social media platform like Facebook, value is realized when a user connects with 10 friends within the first week, enhancing engagement and retention. For an SEO tool like Moz.com, immediate value is provided when users analyze a domain name, offering insights that encourage further exploration of the platform's features. 

Identifying these key actions helps tailor the onboarding process to efficiently guide users toward their "aha moments."

Use analytics to track user behavior

To track this, companies use analytics tools such as Mixpanel or Amplitude to monitor user behavior. Key data points include:

• How long it takes for a user to complete onboarding
• Engagement with core features
• Achieving their first meaningful result

These insights help identify bottlenecks in the user journey that may slow down TTV.

Cohort analysis for deeper insights

Another valuable method for measuring TTV is cohort analysis, which tracks customer behavior over time to identify activation, retention, and churn patterns. 

The heatmap below illustrates how customer cohorts experience churn at various points in their journey. If TTV is too long, early churn rates may spike, as seen in the first few months for many cohorts. 

By analyzing when users begin to drop off, SaaS actors can determine whether a delayed TTV contributes to churn and take action accordingly. For instance, if larger enterprise customers require twice the onboarding time of smaller teams, delaying their first value moment could lead to higher churn early. A more tailored onboarding strategy, such as guided implementations or dedicated customer success support, could accelerate their TTV and improve retention.

Streamline onboarding

One of the most impactful ways to do this is through an optimized onboarding experience. Businesses that invest in a structured onboarding process see a significant improvement in customer retention. 

According to a Salesforce study, 58% of customers consider receiving a personalized experience during interactions with a company absolutely crucial. This underscores the importance of customizing the onboarding process to meet individual user needs, facilitate a quicker realization of value, and foster long-term loyalty.

One approach is to remove unnecessary friction in the signup process. HubSpot, for example, reduced its TTV by streamlining its onboarding flow and making it easier for new users to connect their CRM data without complex manual steps. By integrating automation and interactive guides, it ensured customers could quickly experience the core benefits of its platform.

Enhance user education

Many SaaS businesses struggle with adoption simply because users don’t understand how to maximize the product’s value. Companies can tackle this by offering:

• Extensive knowledge bases to allow users to find answers independently. 
• In-app tooltips are contextual hints to guide users through features in real-time, facilitating immediate learning and reducing confusion.
• Live webinars: hosting interactive sessions to educate users on product functionalities, allowing them to ask questions and receive real-time feedback. This approach is efficient for complex features where tooltips alone may not suffice.

Leverage proactive customer success

Customer success teams play a crucial role in improving TTV. Instead of waiting for customers to encounter problems, proactive engagement can ensure they stay on the right path. Segment, a customer data platform, assigns dedicated account managers to guide new users through the initial setup, significantly reducing time spent navigating complex configurations.

Learn more about customer success metrics by reading our article here.

Use automation for guidance

Automated email sequences and chatbots can help customers get unstuck without human intervention. For example, Intercom, a customer messaging platform, uses automated onboarding emails and in-app messages to guide users through key setup steps. By proactively addressing potential roadblocks and offering real-time assistance, they have successfully reduced TTV and improved user activation rates.

‍Reducing TTV is a critical factor in the success of any SaaS business. The faster users experience meaningful value, the more likely they will stay engaged and become long-term customers. You can accelerate TTV and reduce churn by streamlining onboarding, leveraging user education, and proactively engaging customers through automation and success teams.

Tracking key milestones, using analytics tools, and continuously refining the user journey are essential steps in optimizing TTV. As SaaS competition intensifies, companies that prioritize reducing TTV will gain a decisive advantage, delivering faster, frictionless value to their customers and fostering long-term relationships.

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