Product tours are interactive guides that help users learn how to use a software product and its features. They are a powerful way to improve user experience, engagement, and retention. Product tours can also reduce user frustration, confusion, and support requests.
However, not all product tours are created equal. Some product tours are too long, too boring, or too irrelevant. They can annoy users and make them abandon the product. To create effective product tours, you need to follow some best practices and learn from some inspiring examples.
In this article, we will share some of the best product tour examples from successful SaaS companies and explain what makes them stand out. We will also give you some tips on how to create your own product tours that delight your users and boost your product adoption.
Here are some of the key takeaways from this article:
- Show the value and the benefits of the product right away
- Allow the user to interact with the product and see the results
- Personalize the tour and the product to the user's goals and preferences
- Use gamification elements to motivate and reward the user
- Capture the user's attention and curiosity with a catchy headline
- Create a connection and a rapport with the user with a friendly character
- Use storytelling and humor to make the tour fun and memorable
- Segment the user and show them the most relevant features and use cases
- Guide the user through the specific tasks and goals that they want to achieve
- Provide the user with the resources and the support that they need
Now, before we delve into the best examples, let's clarify what a product tour is.
What is a Product Tour?
A product tour is a guided walkthrough or tutorial that introduces users to a product's features and functionalities. It serves as a virtual guide, helping users navigate the interface and understand how to make the most of the offered tools.
A good product tour is designed to be intuitive, providing users with a hands-on experience while minimizing confusion. It typically involves a series of interactive tooltips, pop-ups, or step-by-step guides that appear when a user first interacts with the product or explores specific features.
What are the Benefits of a Product Tour?
1. Enhanced Onboarding Experience
A well-designed product tour can significantly improve the onboarding process for new users. It allows them to quickly grasp the core features and functionalities, reducing the learning curve and increasing user satisfaction.
2. Reduced User Frustration
Complex products can be overwhelming for users. A product tour helps prevent frustration by breaking down information into manageable chunks, making it easier for users to absorb and apply what they learn.
3. Increased User Engagement
Interactive and engaging product tours captivate users' attention, keeping them focused on the key elements of the product. This increased engagement often translates into higher retention rates and user satisfaction.
4. Feature Discovery
Users may not be aware of all the features a product has to offer. A product tour serves as a discovery tool, highlighting key functionalities that users might have otherwise overlooked.
5. Improved Customer Support
A comprehensive product tour can reduce the burden on customer support teams. By addressing common questions and concerns upfront, users are more likely to find the information they need without resorting to support channels.
Best Product Tour Examples
Here are some of the best product tour examples that we found on the web. We will analyze each one and highlight their strengths and weaknesses.
1. Grammarly
Grammarly is a writing assistant that helps users improve their grammar, spelling, and clarity. Grammarly's product tour is a great example of how to use gamification and personalization to make the tour engaging and relevant.
Grammarly's product tour starts with a welcome message that explains the value proposition and the main features of the product. It also asks the user to choose their writing goals, such as tone, audience, and formality. This way, Grammarly can tailor the tour and the product to the user's needs and preferences.
The next step of the tour is to write or paste some text in the editor. Grammarly then shows the user how it can detect and correct errors, suggest improvements, and give feedback. The user can see the score and the progress of their writing, as well as the number of issues and insights. Grammarly also uses badges and animations to reward the user for completing the tour and achieving their goals.
Grammarly's product tour is effective because it:
- Shows the value and the benefits of the product right away
- Allows the user to interact with the product and see the results
- Personalizes the tour and the product to the user's goals
- Uses gamification elements to motivate and reward the user
2. Ghostwriter.ai
Ghostwriter.ai is a content creation platform that helps users generate high-quality content for their marketing campaigns. Ghostwriter.ai's product tour is a great example of how to use storytelling and humor to make the tour fun and memorable.
Ghostwriter.ai's product tour starts with a catchy headline that invites the user to create their first content.
It also introduces the user to the main character of the tour, a friendly ghost named Casper.
Casper guides the user through the tour and explains the features and the benefits of the product in a conversational and humorous tone.
The next step of the tour is to choose the type of content that the user wants to create, such as blog posts, social media posts, or newsletters. Ghostwriter.ai then asks the user to provide some information about their topic, audience, and keywords.
Ghostwriter.ai then generates the content and shows the user how they can edit, preview, and export it.
Casper also gives the user some tips and tricks on how to improve their content and their marketing strategy.
Ghostwriter.ai's product tour is effective because it:
- Captures the user's attention and curiosity with a catchy headline
- Creates a connection and a rapport with the user with a friendly character
- Uses storytelling and humor to make the tour fun and memorable
- Shows the user how to create high-quality content in a few steps
3. HubSpot
HubSpot is a CRM platform that helps users manage their sales, marketing, and customer service. HubSpot's product tour is a great example of how to use segmentation and contextualization to make the tour relevant and helpful.
HubSpot's product tour starts with a welcome message that explains the value proposition and the main features of the product. It also asks the user to choose their role, such as marketer, salesperson, or service agent. This way, HubSpot can segment the user and show them the most relevant features and use cases for their role.
The next step of the tour is to show the user the dashboard and the navigation of the product.
HubSpot then guides the user through the specific features and tasks that are relevant for their role, such as creating a contact, sending an email, or creating a ticket.
HubSpot also shows the user how to access the resources and the support that are available to them.
HubSpot's product tour is effective because it:
- Shows the value and the benefits of the product for different roles
- Segments the user and shows them the most relevant features and use cases
- Guides the user through the specific tasks and goals that they want to achieve
- Provides the user with the resources and the support that they need
Final Words
Product tours are a powerful way to improve user experience, engagement, and retention. They can also reduce user frustration, confusion, and support requests.
However, not all product tours are created equal. Some product tours are too long, too boring, or too irrelevant. They can annoy users and make them abandon the product.
To create effective product tours, you need to follow some best practices and learn from some inspiring examples.
In conclusion, a well-designed product tour can significantly contribute to a positive user experience, influencing user satisfaction, retention, and overall success. The best product tour examples mentioned above share common elements such as personalization, gamification, progressive disclosure, and user empowerment. By incorporating these principles into your product tour, you can create a seamless onboarding experience that leaves a lasting impression on users, setting the stage for long-term engagement and loyalty.
As technology continues to evolve, staying attuned to innovative onboarding strategies and learning from the best examples in the industry will be key to ensuring your product stands out in the competitive digital landscape.
