(apologies for the clickbait title)
One of the single most important factors for a user converting is your TTV.
Time to value.
Time to value is the time taken for a user to 'get' your product or experience their first 'aha' moment.
It's the time taken for them to get something out of your product and it is often so underlooked.
If your not obsessing over reducing your apps TTV you really should be.
🤷 Why do this?
- Increase Conversions
- Which leads to a reduction in churn
- Which leads to an increase in MRR
- Which leads to a decrease in CaC (for converted users)
- As well as forcing you to better understand your product and the value it delivers
🙋 Whose doing this well?
- First thing Airbnb asks you is where you want to go. They don't ask for a lick of information until you are ready to book.
- Stripe makes it ridiculously simple to get your first payment through by providing best-in-class documentation and test credit cards.
- Duolingo get you speaking another language during onboarding
⚡️ How do you do this?
- First thing you need to figure out is what your AHA moment is
- Requires you to talk to your customers
- Understand the value you deliver
- A good question to ask yourself - If your product could only do one thing, what would it be?
- Get your users to do that action as fast as possible.
- Remove all barriers to getting them to that action.
- Need payment details or more information? Collect after they've gotten their aha moment
- User dropped off before getting to aha moment? Follow up with an onboarding email.
💻 Tell me what to do
- Make the aha moment apart of your onboarding flow.
- E.g. Duolingo get you to translate something as early as possible in the onbaording flow
- Use a guided tours (the little popups that take you around an app, introducing you to features)
- Let's you highlight certain aspects of the application whilst allowing you to funnel them towards the aha momemnt
- E.g. Slack get you to send your first message as soon as possible through hints
Follow up emails
- If your user dropped off before hand - you can try sending them follow up emails.
- The email should be lazer focused on getting them to complete that aha moment.
- Don't pollute it with random crap.
- Include a value benefit headline
- Include a direct link to where they need to go
- Asana do a great job of this, including a gif in the emails.
📕 Learn More
If you liked this I'd appreciate a retweet on twitter!