Product tour

Why are product tours important?

Product tours are important because they help users learn how to use a product quickly and easily. Without guidance, new users may feel lost or frustrated, which can lead them to stop using the product.

As a critical component of user onboarding, well-structured tours reduce confusion by introducing key features step by step. It provides instructions at the right time, so users learn as they go.

Progress indicators improve completion rates by 12% and reduce dismissals by 20%, while self-serve tours see a 123% higher completion rate. These statistics show that clear, interactive guidance keeps users engaged.

Product tours also reduce the need for customer support by answering common questions within the product itself. 

The growing demand for product tours reflects their importance, with the market expected to grow from $0.5 billion in 2023 to $1.5 billion by 2032 at an annual rate of 15.5%.

What are the goals of a product tour?

A product tour makes it easier for users to understand the product, stay engaged, and need less support. It guides them step by step, helping them get started quickly.

By showing key features clearly, it helps users feel confident using the product. Engaging tours keep users interested and encourage them to return. Answering common questions early also reduces the need for customer support.

Now, let’s explore these goals in more detail.

Helping users understand the product

• Breaks down key features into simple steps so users can follow along easily.
• Provides guidance at the right time, helping users learn as they explore.
• Makes it easy to get started without needing extra help or searching for instructions.

Encouraging engagement and retention

• Shows users the product’s value early, making them more likely to keep using it.
• Prevents frustration by answering common questions before problems arise.
• Creates a smoother first experience, increasing the chances that users will return.

Reducing reliance on customer support

• Gives users the answers they need directly within the product, reducing confusion.
• Provides self-guided support, so users don’t have to contact a help desk.
• Frees up support teams to focus on more complicated issues that need human help.

Who is involved in product tours?

Product tours require input from various people inside and outside a business. Each stakeholder plays a role in ensuring the tour is effective, engaging, and useful for users.

Let’s look in more detail:

Internal stakeholders

• Product managers: Plan and refine the tour to highlight key features and improve onboarding.
• UX and design teams: Create a smooth, visually clear experience that helps users navigate easily.
• Developers: Build and integrate the tour into the product, ensuring it works without issues.
• Marketing teams: Align the tour with messaging to reinforce product value and user benefits.
• Customer support teams: Provide feedback on common user questions to make the tour more helpful.
• Data analysts: Track user engagement and suggest improvements based on performance data.

External stakeholders

• Users or customers: Interact with the tour and provide feedback on what works or feels unclear.
• Consultants or UX agencies: Offer expert advice to improve usability and engagement.
• Tool providers: Supply software that powers interactive product tours.
• Sales teams (for B2B products): Use insights from the tour to guide demos and customer conversations.

What is required for product tour success?

To create an effective product tour, focus on designing a user-friendly experience, tracking and improving performance, and aligning the tour with business goals.

Here are some of the most important requirements for success:

Design a clear and engaging experience

Make the tour simple and easy to follow by highlighting only the most important features. Use clear instructions, interactive elements, and visual cues to guide users smoothly. Keep steps short and relevant to prevent information overload. Follow digital onboarding best practices like allowing users to navigate at their own pace and revisit the tour if needed.

Track user engagement and refine the tour

Use analytics to monitor how users interact with the tour. Track completion rates, drop-off points, and user feedback to identify areas for improvement. Adjust the tour based on data to make it more engaging and effective. Regularly test different formats or messaging to optimize the experience.

Align the tour with business and user goals

Ensure the tour reinforces the product’s value and helps users achieve their goals. Focus on actions that lead to long-term engagement, such as completing key setup steps or exploring core features. Collaborate with marketing, product, and support teams to keep the tour aligned with overall business objectives.

Why do product tour projects fail?

Product tours can fail due to poor planning, lack of user focus, or weak execution. These challenges prevent organizations from creating an effective and engaging experience.

Here’s an overview:

Unclear objectives and poor planning

Without clear goals, product tours can become too long, too complex, or disconnected from user needs. Failing to define key features to highlight or structuring the tour without a clear flow leads to confusion. A lack of planning also results in tours that don’t align with the product’s purpose or business goals.

Ignoring user needs and behaviors

A product tour should guide users based on how they interact with the product, not just what the company wants to showcase. Tours that overwhelm users with too much information or fail to address common pain points often lead to frustration. Skipping user testing and feedback means missing valuable insights that could improve the experience.

Poor execution and lack of iteration

Even a well-designed tour can fail if it isn’t tested, refined, and updated over time. A lack of tracking makes it difficult to know where users drop off or disengage. Without ongoing improvements based on data and feedback, the tour can quickly become outdated or ineffective.

Product tour use cases

Businesses use product tours to improve user onboarding, increase engagement, and reduce support requests. They help guide users through important features, ensuring a smoother experience.

Different industries apply product tours in unique ways to address common challenges. Below are three examples of how they are used in business.

SaaS

Scenario: A project management software company notices that new users struggle to get started and abandon the platform within the first few days.

Method: A guided product tour walks users through key features like creating tasks, assigning team members, and setting deadlines. Interactive tooltips and progress indicators help users understand the workflow step by step.

Outcome: More users complete their initial setup and engage with the software. Retention rates improve as users experience the product’s value early on.

E-commerce

Scenario: An online store selling subscription-based products sees a high drop-off rate on its product pages.

Method: A product tour highlights key benefits, subscription options, and how the service works. It also includes a pop-up explainer for first-time visitors and a guided checkout walkthrough.

Outcome: Users better understand the subscription model, leading to higher sign-ups and reduced hesitation at checkout.

Fintech

Scenario: A banking app receives complaints that new users find it difficult to navigate features like bill payments and transfers.

Method: A contextual product tour introduces users to essential functions by providing step-by-step guidance as they explore the app. Quick tips appear when users attempt complex actions for the first time.

Outcome: Users complete tasks more easily and feel more confident using the app, leading to fewer customer support requests and higher engagement.