CATEGORY > Time-To-Value

Time to Value (TTV): The Success Formula for SaaS businesses

20 May, 2024 6 min read
Time to Value (TTV): The Success Formula for SaaS businesses


We all have heard the saying, “Time is money’’, a resource we all need to get the most of, especially if we’re running a business.

Today’s customers have no shortage of options and expect nothing less than efficiency, value for money, and respect for their time.

Every moment customers spend with your company represents an investment of their time.

As a business owner, you must ensure that every interaction your customers have with your brand delivers results. Every hour customers invest should yield added value, whether through great service, quality products, or tailored experiences.

You’re supposed to finetune the entire Customer Journey Map like a pro.

How can that be done and is there a metric that determines the journey between a customer’s onboarding to the moment when he or she achieves ultimate satisfaction?

To answer that, yes, there’s a metric for the same and we call it TTV a.k.a Time to Value.

What is Time to Value (TTV) and how does it have a sheer impact on your SaaS business performance?

We’ll find out everything by reading further.

Time to Value (TTV) - An Overview

“Time to Value" implies the amount of time it takes for a customer to see value in your offering.

The offering could either be a product or service and includes the critical window during which customers transition from being prospects to realizing the value proposition.

An important thing to learn about TTV is that the lower it is, the better it is for your SaaS business - sounds counterproductive but that’s the truth. 

It’s because customers who are unaware of the true benefits of your product are unlikely to stick around.

A shorter TTV is considered an ideal one.

Having a longer TTV reflects issues, such as an inefficient onboarding process, a high level of customer churn, and poorly designed UX (User Experience).

The Time to Value (TTV) metric can vary greatly based on several factors, including the complexity of the product, the nature of the user community, and the specific issues being addressed.

For instance, in the case of highly specialized enterprise items, the TTV may last several weeks or even months. This extended time frame accommodates the significant learning curve required to comprehend, integrate, and fully utilize the software's capability.

In such cases, the emphasis shifts from producing immediate delight to providing long-term value, making patience and thoroughness essential components of the CX (Customer Experience).

How TTV Upgrades Customer Experience?

As we all know, CX is an integral part of all SaaS establishments. There’s no denying the fact that TTV aka Time to Value has a direct impact on CX (Customer Experience).

Every interaction a customer has with the brand influences their perception, satisfaction, and loyalty.

As a result, SaaS companies must prioritize providing outstanding CX by paying close attention to every touchpoint and continually attempting to surpass customer expectations.

With that being said, let’s find out how TTV aids in elevating CX or Customer Experience.

How Time-To-Value elevates customer experience?

Instant Gratification

Getting something of high value in an instant surely makes us happier, isn’t it?

The same goes for customers as they want their needs met efficiently and promptly.

A shorter Time to Value (TTV) indicates that customers enjoy the benefits of a product or service more immediately.

It’s like signing up for a streaming service and immediately having access to a massive library of your choicest movies and series. This speedy satisfaction improves the whole consumer experience by meeting their requirements quickly.

Optimized User Experience

If customers don’t get great UX then they’re unlikely to use that particular product or service offered by the SaaS brand.

Improving TTV encourages businesses to improve the UX (User Experience) at each step of the customer journey.

From website navigation to product usability, every part of the user experience is carefully crafted to ensure that customers can quickly and easily gain value from the offering.

Seamless Onboarding Process

Streamlining TTV minimizes friction in the early phases of the client experience.

For example, intuitive user interfaces, clear instructions, and useful training can assist users navigate and begin utilizing a new software platform or application.

This smooth onboarding process increases satisfaction and encourages repeat participation.

Enhanced Trust

When customers see that a company delivers on its commitments swiftly and effectively, they are more likely to trust its integrity and dependability.

Efficiently offering value fosters trust between customers and brands. This trust is the cornerstone of a great customer relationship.

Stronger Customer Loyalty

Customer Loyalty begins the moment customers start trusting your brand. When SaaS businesses deliver value promptly, they strengthen the customer-brand relationship by fostering lifelong customer loyalty.

For that to happen, users must rapidly see the benefits of a product or service they are more likely to establish trust and loyalty to the brand.

This loyalty leads to increased retention rates since customers continue to prefer that specific brand over its competitors.

Increased Customer Advocacy

Customers who are happy with a product or service and see quick returns are more inclined to become brand ambassadors and refer others to it.

Whether these recommendations come from social media posts or word-of-mouth referrals, they help grow the customer base naturally.

Competitive Advantage

SaaS brands tend to gain a competitive advantage in the market if their TTV is shorter.

By offering a more efficient and satisfying customer experience than their competitors, businesses may attract and retain customers, differentiate themselves from the crowd, and ultimately succeed in the long run.

How To Reduce TTV?

As mentioned before, the lower the Time to Value (TTV), the better the Customer Retention rate.

Customers are more likely to stick around and keep utilizing a product or service if they can quickly obtain value from it after making a purchase.

Their pleasant first encounter with the product or service provider establishes the foundation for their continued engagement with them.

Faster Time to Value (TTV) raises customer satisfaction and lowers churn by enabling consumers to begin reaping the rewards of their investment sooner.

Now, the question is how to reduce TTV to have happy customers that stay with your brand forever.

The answer lies below.

How to reduce Time-To-Value in SaaS?

Offer Free Trials and Demos

Give people an experience of your product or service so that they know if it’s worth committing to.

Provide complimentary trials or demonstrations of your product or service so that potential clients can see its worth without adding a subscription.

This way customers will be more comfortable with the product or service and the risks involved.

Provide Training and Support

Offer comprehensive training resources and responsive customer support to assist clients in resolving any issues that may arise throughout the onboarding process.

Keep your customers hooked by proactively addressing their questions and concerns.

Optimize UX (User Experience)

Create a User Interface (UI) that is convenient to use and helps clients through the entire onboarding process.

Reduce complexity and friction to guarantee a good first impression and a quicker time to value or TTV.

Don’t forget to test the user's acceptance before and after launching your product.

For novice users, even the smallest glitch can take a long time to fix. So, consider utilizing your product from the perspective of the customer to find and eliminate any barriers to your product.

Incorporate Streamlined Onboarding Processes

Make the onboarding procedure easy and smooth for all types of customers.

Remove pointless procedures and give customers precise instructions to help them get started right away.

Automate time-consuming procedures and operations to speed up the onboarding process as applicable.

Monitor Key Metrics

To get an insight into TTV (Time to Value), you need to observe other key metrics as well like activation rate, first value realization rate, drop-off points, feature discovery rate, user engagement, and so on.

Analyze trends and patterns using analytics to find areas that need improvement.

Gather Customer Insights

To determine areas that need improvement, get input from your users regarding their onboarding experience.

Regularly modifying the onboarding process in response to user feedback optimizes Time to Value, guaranteeing flexibility, a competitive edge, and long-term user satisfaction within a customer-focused environment.


To conclude, in order to minimize Time to Value (TTV) and increase customer happiness and retention, it is imperative to prioritize a simplified onboarding process and ongoing improvement based on customer input.

SaaS businesses can obtain a competitive advantage and cultivate enduring consumer loyalty by providing frictionless experiences and delivering value promptly.


Sonali Chaudhary

Sonali is a social media enthusiast and creative content writer with 3+ years of experience. With a passion for storytelling, Sonali delivers content that inspires, informs, and captivate readers.

Popular from Time-To-Value

Quality Content,

Straight To Your Inbox!

Subscribe for the latest blogs, podcasts, webinars, and events!

Write a Blog

If you have experience in CS and

a flair for writing, we’d love to

feature you.

Write to us on