SaaS Product Tours: 11 Tactics & 18 Examples

Product tours are unbeatable for helping new users get to know your product’s interface. These tours are typically a series of tooltips, or contextual tips, that spotlight UI elements one at a time. They’re perfect for showcasing key features or guiding users through processes by indicating where to click or what to do next.

For a straightforward feature introduction, users might progress through the tour by clicking a “Next” button. However, if the goal is to teach a process, consider a more interactive approach. Encouraging users to engage directly with the product can make the learning experience more memorable and demonstrate the simplicity of your interface.

Importantly, don’t feel restricted to just one tour. Consider having a comprehensive initial tour to orient new users, and then offer additional, focused tours for specific processes or features they need to understand or set up.

While multiple tours are beneficial, be mindful to keep them concise and not overloaded with text. People are unlikely to retain information from lengthy or dense explanations. The primary goal of product tours is to spotlight critical elements at the moment, not to detail every menu item or icon.

SaaS Product Tour Tactics

Skip the intro message

Informing users about what a tour will cover can help manage their expectations. However, from my user onboarding research, I’ve noticed a big difference in how users feel when they’re given the option to start a flow versus being automatically put into one. Having the choice makes users feel in control, while being automatically placed in a flow can make them feel like they have to just go with it.

Make it more personal

Adding a personal touch to marketing often enhances its effectiveness, and the same principle applies to product tours. Consider introducing yourself with your name and a photo to establish a more personal connection with users. While many user onboarding tools might not offer this feature by default, unlike Intercom, implementing it manually is generally straightforward and can significantly enrich the user experience.

Add images

a) for even more context

If text explanations in your tooltips seem insufficient, enhance them with screenshots to show users exactly what steps to follow.

b) to make it more engaging

Indeed, images serve more than just an informational purpose—they can also make your communication more engaging. Take inspiration from Livechat’s onboarding process, which incorporates well-crafted graphics to highlight features.

Show progress

Incorporating numbers for each step or adding a progress bar in your flow can significantly enhance the user experience by providing clear indicators of how much is left to complete.

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Use a short survey to personalize further experience

Pendo, a user onboarding software, employs a clever strategy for managing a high-friction step in their setup process—adding their code to your app. Instead of presenting this task upfront, they guide users through exploring other features first. Only after users have completed the product tour do they introduce the Polls feature, asking if users are ready to add the code or prefer to explore more.

Add follow-up actions

The conclusion of a product tour shouldn’t leave users wondering about their next steps. Ensure you guide them by suggesting further actions they can take.

Let users replay the tour: 

a) Use “Remind me later”

b) Allow to start the flow over

c) Link to tours from your Resource center

Focus on the bigger story rather than the UI

Mixpanel offers a notable variation on traditional product tours. Rather than guiding users through the interface with instructions on where to click, their user onboarding approach focuses on teaching the key concepts behind their software.

18 Product Tour Examples

Exploring compelling examples of feature walk-throughs, also known as in-app tutorials or product tours, can spark inspiration for crafting your own SaaS tour. This collection includes screenshots of various tours accompanied by brief commentaries. Each example highlights unique approaches to guiding users through a software’s features, from interactive tutorials that encourage direct engagement to conceptual overviews that deepen understanding.

Airtable product tour

What’s good about this product tour:

  • Introduces the main features in an easily digestible form.
  • Allows going back to previous steps.
  • Shows your progress through the tour.
  • Ends with a follow-up action: pointing to the Resource Center.

What’s bad about this product tour:

  • The elements are not sufficiently highlighted; they are only outlined with a barely visible yellow border.

ActiveCampaign feature explainer tour

What’s good about this feature explainer tour:

  • Is based on an example automation that doesn’t require users to set up anything. For more complex features, this might be a better approach than having users create it from scratch.
  • Helps users understand the functionality rather than just explaining the UI.

What’s bad about this feature explainer tour:

  • The text is heavy and demands a lot from the reader, leading to a high cognitive load.
  • It’s not very engaging—reading through, I found it hard to get excited about starting to use the product.

Ayoa product walk-through

What’s good about this walk-through:

  • Features short and easy-to-read copy, highlighting the most important information in bold text.
  • Allows you to navigate back and forth.

What’s bad about this walk-through:

  • Progresses with the click of the “Next” button, encouraging the user to focus on reading instead of doing, which might be perfectly suited for this scenario.
  • Lacks a progress indicator.

Bluescape in-app tutorial

What’s good about this app tutorial:

  • Includes descriptive images that aid in understanding what to do.
  • Is concise and straightforward.
  • Begins immediately, without an introductory message.

What’s bad about this app tutorial:

  • The name “Welcome Tour” could be changed to reflect the benefit or outcome of completing it, such as “Start Creating,” which aligns with the message displayed midway through the tour.

Booksy UI walk-through

What’s good about this feature walk-trough:

  • Displays your progress throughout the tour.

What’s bad about this feature walk-trough:

  • Could focus on teaching the process through a specific example instead of merely highlighting UI elements.
  • Initially displays two messages simultaneously, which nearly replicate each other in text.
  • Features low contrast between the tooltips and the main interface, affecting visibility.

Chargebee embedded tour

What’s good about this product tour:

  • Allows you to grasp the potential of Chargebee through a simplified demo, without any prior setup required.
  • The copy is captivating and motivates you to start exploring.
  • Smoothly incorporates three setup options into the tour, linking each to a specific feature.
  • Recommends follow-up actions in the final step.

What’s bad about this product tour:

  • If you rapidly click through the steps, focusing only on the titles, it’s not entirely clear whether you’re setting up your account or simply taking a test drive.

Conceptboard intro tour

What’s good about this product tour:

  • Short, no bullsh*t approach.
  • Shows your progress and lets you navigate back and forth.

What’s bad about this product tour:

  • In fact, shown are 2 tours at the same time which creates confusion in terms of what to focus on.

Conceptboard web app tour

What’s good about this web app tour:

  • Makes you go through the process of creating the board and using the main features—thus experience the main value yourself.

What’s bad about this web app tour:

  • Has a few unnecessary steps which could be removed, making the experience smoother and less tiring.
  • The amount of text and elements in the tour make it hard to comprehend.

Hubspot contacts UI tour

What’s good about this product tour:

  • The tour lets you experience what it’s like working with Hubspot and efficiently goes through the main points without pointing out unnecessary features.
  • It’s based on dummy data so you don’t need to set up or import anything in advance.
  • The story make the experience more engaging.
  • Buttons are self-explanatory, telling you what’s going to happen next.

What’s bad about this product tour:

  • Some parts of the copy could be shortened or a bit more clear at the first glance (so that one understands the point without reading it all).
  • Adding links to additional content inside the tour can be distracting. New concepts should be introduced after users finish the tour.

Copper walk-through

Intercom conversations tour

What’s good about this in-app tour:

  • Adding the name and the photo of the guide make the tour more personal and friendly.
  • Is short and easy to understand.

Jira new feature design walk-through:

Livechat tour

Miro intro tour base feature walk-through

Shipbob onboarding tour

Freshdesk UI walk-through