Tip: Increase conversions by reducing time-to-value for invitees

Optimizing time-to-value is important — and it's not just about new customers. Show immediate value to potential customers who receive an invitation or the output of a growth loop.

If your product has a growth loop where its output is sent to non-users, it is important to make the time-to-value for the recipient as short as possible. Loom is a good example of this — when a user sends a video, the recipient can watch, comment, etc. immediately without registering or jumping through any hoops. But even if you don't have a growth loop like Loom, short time-to-value is also an important element of "invite a friend" features. Whatever you do, don't send these potential customers directly into friction (like a signup form). Instead, provide value immediately. This should improve the chances of them signing up down the line.