The "Time-To-Value" Gap: Where Your Funnel Actually Leaks

We often visualize funnels as "Drop-offs."

• Step 1 (Signup): 100 users.
• Step 2 (Invite Team): 80 users.
• Step 3 (First Project): 50 users.

This looks like a conversion problem. But there is a hidden dimension: Time Expansion.

Maybe only 5 users dropped off between Step 2 and 3. But the 75 who made it took 3 weeks to do so. These users didn't drop off yet. But they are now "Cold Leads."

Mapping the Gap

To find where your funnel leaks time, you need to measure the duration between steps.

• Signup -> Email Confirmed: 2 mins. (Healthy)
• Email Confirmed -> Team Created: 3 Days. (The Leak).
• Team Created -> First Project: 5 mins. (Healthy).

Diagnosing the Leak

If users pause for 3 days to "Create a Team," it usually means they hit a Political or Logistical blocker, not a UI blocker.

• They don't know who to invite.
• They need manager approval.
• They don't have their colleagues' email addresses handy.

Fixing the Solution: The "Skip" Button

The most powerful TTV hack is often allowing users to be imperfect. If "Create Team" is a 3-day blocker, add a button:

"Skip and Invite Later"

By allowing them to bypass the blocker, they can proceed to First Project (Value) immediately. You can always nag them to create the team after they are hooked on the value.

Conclusion

A standard "Conversion Funnel" won't show you this problem. It just shows "80% completed the step." Only a Time-Based Funnel (TTV) reveals that you lost their momentum for 3 days.

Find the gap. Build a bridge.