How to Run an A/B Test Specifically for TTV

Most A/B tests measure conversion: "Did 50% or 60% click the button?" Testing for Time To Value is subtler. You are measuring: "Did they click the button faster?"

This requires a different statistical mindset.

1. The Setup

Hypothesis: "Adding 'Sign in with Google' will reduce TTV by eliminating the email verification step."
Group A (Control): Standard Email/Password Sign Up.
Group B (Variant): Prominent "Sign Up with Google" button.

2. The Metric (The Trap)

Don't just look at Sign Up Rate. Group B might have lower Sign Up Rate (maybe people trust Google less?), but faster TTV. You need to measure Time From Landing to Value.

3. The Result

Group A: 40% Signup. Median TTV: 10 mins.
Group B: 40% Signup. Median TTV: 2 mins.

4. The Analysis

If you only looked at Conversion (40% vs 40%), you would call the test a "Fail" or "Neutral." But Group B is a Massive Win.

It got users to value 5x faster.
It reduced the "Time to Habit" window.
It likely increased Day-30 Retention (which you will see later).

4. The Pitfall (Speed vs Understanding)

Warning: You can cheat TTV by removing all education.

Variant C: Remove the Tutorial.
Result: TTV drops to 10 seconds! (Amazing!).
Long Term Result: Churn skyrockets because they don't know how to use the tool.