8 Best Product Tour Examples and What You Can Learn From Them

Interactive product tours are a great way to improve your SaaS’ onboarding, but they can be used for so much more than that. The following product tour examples cover a wide range of use-cases from onboarding, to customer support to sales and marketing and even internal product training.

We’ve embedded every example below, so you can easily click through them and get a feel for each one. If you’re looking for inspiration for your own SaaS product tour, make sure to check out our analysis on what sets each one apart.

1. Skodel - Platform tour

Skodel is a platform that helps workplaces identify, assess and address psychosocial risks. They are built around government regulation, and help workplaces comply with it.

They use product tours heavily across their entire sales process not only to show how their product works, but also to explain the complex regulation in a digestible, engaging way. If you’re interested in their story, you should check out our case study on how Skodel uses HowdyGo to automate sales demos.

“I had a prospect turn around and say that they viewed [our product tour] and that was the first time that they actually understood what was being asked of them in the legislation”
- Ian Fagan, Skodel’s Cofounder

Purpose: 

• High-level platform overview aimed at introducing prospects to both their product and the regulation they help workplaces comply with.

Where it’s used:

• Embedded on their homepage to improve conversion of their book a demo page.
• Sent via outbound campaigns.
• Shared after a sales call as a self-serve recap that can be shared across an organization to get buy-in.

What Sets It Apart:

• The use of a video bubble alongside tooltips makes the demo feel more personal and allows Skodel to deliver more information about each part of the product in an engaging way.
• The tour is very outcome-focussed rather than being feature-focussed like most. This allows it to more clearly call out the benefits of the Skodel platform and clearly show why a specific feature exists while showing it in action.
• The tour jumps between different screens to tell a story rather than follow what a user would do click by click inside the platform. This allows it to be short and to the point, maximising engagement and share of prospects who view it end to end.

2. Komo - Onboarding tour

Komo is a platform that helps you build fully customizable and gamified marketing activations. When you first sign up to Komo, you’re presented with a number of onboarding product tours to help you find your way around the product. 

This specific example of an app tour is targeted at one of the first actions they want you to perform once you access the platform - building your first marketing activation Hub.

Purpose: 

• Goal-oriented tour to show newly signed up users how to reach their first ‘Aha’ moment in-app.

Where it’s used:

• Embedded inside their app, visible when a user first accesses the platform.
• Repurposed with small changes and embedded in their landing page as a marketing tool.

What Sets It Apart:

• They’ve contextualised the website tour with an engaging story where the viewer is setting up a marketing activation for an F1 team.
• They’ve animated the scratch & win step so that you actually see it happening. This makes the tour more immersive, making you actually feel like you’re using the real product.
• They use zoom and pan animations to focus the viewer’s attention on specific parts of the app. They also add dynamic movement to the tour and keep things visually engaging.

3. Flagsmith - Feature tour

Flagsmith is an open source feature flag management tool for developers. They use interactive tours throughout their marketing: They have a demo library on their website, they embed them in their highest performing landing pages, use them in outbound campaigns and more.

With interactive tours, they’ve seen signups increase by 1.7x and in-app activation rate increase by 1.5x.

"We have clear attribution and have been able to track results — demos are having a tangible impact for us."
- Anna Redbond, Flagsmith’s Head of Marketing

Purpose: 

• Feature-specific deep-dive to give prospects a deep understanding of their segmentation functionality.

Where it’s used:

• Embedded on their website’s segmentation feature page.
• Embedded in their demo library, alongside a number of other feature-specific and higher-level tours that prospects can choose to engage with.

What Sets It Apart:

• They’ve split their product tours into multiple small, bite-sized feature-level tours. This allows their prospects to self serve the parts they’re interested in, rather than trying to pack too much into a single tour.
• The tour is split into multiple chapters, allowing viewers to easily jump back and forth between sections they’re interested in.
• The tour follows each click you would make while using the feature, but tactically auto-plays some clicks so that the user doesn’t have to click too many times.

4. AD Instruments Lt - Multi-persona tour

Lt is an online learning platform that provides ready-to-use content for life sciences, nursing, and medicine. In order to understand how it works and make a buying decision, you need to gain a deep understanding of both the instructor and student experiences - something that’s challenging to provide via a free trial.

To overcome this issue, they’ve opted to allow prospects to try out the platform via a platform tour embedded on their homepage. This guides is aimed at the buyer (the instructor), but explains the platform’s experience from both persona’s perspective.

Purpose: 

• High-level app tour of a platform with multiple user personas.

Where it’s used:

• Embedded on their homepage.
• Sent via outbound campaigns.

What Sets It Apart:

• The tour addresses and shows the user experience for the multiple personas that would interact with the platform.
• They encourage the viewer to scroll through and explore each page of the tour, so that they can get a better understanding of the content provided by the platform.

5. Turnitoff - Step by step guide

Turnitoff is a platform that helps you analyse your cloud services usage in order to reduce waste. While the platform handles a lot of the complexity for you, it can be tricky to set things up in an optimal way and ensure you get the most out of it.

For this reason, they use tours across their support documentation to help explain complex flows in an engaging way.

Purpose: 

• Customer support and onboarding of new users.

Where it’s used:

• Embedded in their customer support docs.
• Sent out by the customer support team.

What Sets It Apart:

• The tour is easy to follow along with. As these are used in support documentation, it’s important that viewers can follow each step click by click.
• The tour does a great job calling attention to specific UI elements by using highlights, which allow you to highlight a specific element and darken the rest of the app.

6. HIVO - Step by step guide

HIVO is a digital asset management platform who provides valuable, in-depth onboarding documentation to their users. They have a wide range of website guided tours examples like this one that help new users accomplish tasks across their platform.

Purpose: 

• Onboarding help guides embedded inside their platform.

Where it’s used:

• Embedded inside their platform inside a help section
• Launchable as additional help from specific features

What Sets It Apart:

• All their tours are bite-sized and focus on helping users accomplish a single task.

7. Tango - Platform tour

Tango is a scope, contract & payment automation platform for professional services practices & consultancies. In order to get prospects to experience the platform’s ‘Aha’ moment early in the funnel they use a product tour on their website.

This product tour example gets visitors to experience preparing a proposal, contract, getting it signed and paid in 2 minutes - something that would take weeks to get to with a free trial.

Purpose: 

• High level explanation of their platform for website visitors

Where it’s used:

• Accessible via a ‘2-min tour’ call to action on their website.

What Sets It Apart:

• The story is engaging. Rather than using a random ACME type brand in their tour, they tell the story of Don Draper, and how they help him and his advertising agency send out a proposal.

8. Cloudforecast - Feature tour

Cloudforecast is an AWS cost management tool for engineering teams. 

Purpose: 

• Short overview of a specific feature.

Where it’s used:

• Embedded at the top of their Zero-Waste feature page.
• Used as a feature announcement (Check out our list of best feature announcement examples).

What Sets It Apart:

• They provide viewers with a dual call to action at the end of the tour. Smaller companies can choose to sign straight up to their product, while larger companies and enterprises might prefer to book a demo.

Learnings from the best product tours examples

We’ve now seen enough website tour examples that we can distil what makes each one unique into a few learnings you can apply to your own efforts.

1. Pick a use-case, don’t overthink it!

There are so many use-cases for guided tours, so pick the top problem you’re looking to solve and just start there without getting overwhelmed. You can check out our ultimate product tour guide for some assistance on where to start.

We’ve found that as more of your company starts seeing interactive tours they’ll get excited with how they can use them themselves and join in. If you pick a platform like HowdyGo that gives you unlimited users and interactive tours at a flat price, then the more the merrier!

2. Keep each tour short and sweet

Under 10 steps is best, try not to exceed 15. The longer your tours, the less people will complete them so make sure to cut down on unnecessary steps.

Unless you’re doing a step by step customer support guide, your tours don’t have to follow what you do on your platform click by click. You can cut steps out or auto-progress steps to keep things flowing faster.

3. Tell an engaging story

Rather than showing empty or demo data inside your platform, pick a fun, fictional brand and tell your story from their perspective. This helps catch your viewer’s attention and naturally provides you with more interesting names, images and sample data.

With HowdyGo, you can easily edit text and images in your captured UI after recording, making it super easy to tell a fictional story or even personalize tours with your prospect’s own data.

4. Make it visually interesting

Engage your audience with attention-catching elements. Use video bubbles to help you tell your story, add zoom and pan into steps to focus in on a specific section of the app and animate user interactions to make your tour feel just like the real product.

Unlike with a demo video, it only takes a few clicks to make things more visually interesting on HowdyGo.

5. Provide the right call to action

Each of the above app tour examples provides users with a different CTA, and it’s important to show the correct one to the right audience at the right moment.

In your marketing materials, you’ll want to push prospects towards a signup or book a demo flow but for example in onboarding or support materials you’ll want to push users towards the actual feature.

6. Track performance and iterate

The best part of product tours with a tool like HowdyGo is that unlike videos, they provide you with detailed step by step conversion data that you can use to optimize your tour for conversion. When you make a change, it’s instantly live anywhere your tour is shared, no need to go and change links.

Conclusion

Now that you have all these website tour examples for inspiration, are you ready to build an interactive tour for your own SaaS? No matter what use-case you have in mind, we’ve done the hard work of categorizing the best interactive product tour software for you. Otherwise, if you're eager to get going, you can simply try out HowdyGo with a free trial.