Time-to-Value (TTV)
The duration between a user's first interaction with a product and the moment they experience its core value. Shorter TTV correlates with higher activation and retention.
Time-to-value is PLG's clock. Every second between signup and value delivery is a chance for the user to drop off. The best PLG products achieve value delivery in under 5 minutes.
Reducing TTV often means removing friction: fewer form fields, skip optional steps, preload demo data, auto-configure defaults. It also means front-loading the product's most compelling feature.
Measurement tip: track TTV as a distribution, not an average. The median matters more than the mean because outliers (users who wander) skew averages.
How Clipus relates
Clipus's TTV is 60 seconds — paste a URL, get a video. No setup, no configuration, no learning curve.