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.

I’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.

Why trust this guide

I've built and reviewed thousands of interactive product tours (which means I've also sat through plenty of bad ones).

The ones below are some of my personal favourites and they represent a wide range of use cases and techniques that I'll be calling out so that you can implement them into your own product.

Umberto Anderle

Cofounder @ HowdyGo

- Umberto

What is a product tour?

A product tour is an interactive experience that guides someone through a product so they engage with it in order to learn how it works. It can run as a standalone experience embeddable on a webpage or it can live overlaid within the product itself, calling out the next step while someone is mid-task.

In this guide, we'll be looking at specific examples from our customer base across a range of use cases where we think interactive tours provide the most value.

1. Komo: In-app upsell tour

Komo is an engagement OS, the platform behind those “scan the QR code to win” activations you see at stadiums and festivals (among many more things). Their loyalty tour takes you through building a spin-the-wheel activation, with animated interactions and zoom-and-pan that make it feel like you’re moving through the real product. The fun mechanic is the hook, but the real move is the targeting. Komo aims this tour at existing users and shows them the paywalled, feature-locked parts of the platform they haven’t bought yet.

A user hits a locked feature and, instead of a dead “upgrade to unlock” wall, gets an interactive tour of exactly what’s behind it. If that lands, their interest routes straight to sales and CS. Komo wired it through HubSpot and Slack, so a fresh opportunity shows up in front of someone automatically. They run three of these in-app feature tours today, with five more paywalled features queued up.

In the first week, those tours generated 15-plus requests for sales or CS follow-up. Over two months, Komo saw a 30x increase in upsell requests.

A paywall doesn't have to be a gate. Most products treat a locked feature as a place to stop the user and ask for money. Komo uses it to show them what they're missing, then routes the warm ones to sales. Same paywall, but now it feeds the pipeline instead of just blocking it.

Purpose: 

• Show existing users what’s sitting behind a paywall or feature lock, then route the interested ones to sales as upsell pipeline.

Where it’s used:

• Embedded in-app, triggered when a paying user hits a locked or paywalled feature.
• Repurposed with small changes and embedded in their landing page as a marketing tool.

What Sets It Apart:

• They’ve contextualized the tour with an engaging story where the viewer builds a spin-the-wheel loyalty activation, so a locked feature gets experienced, not just described behind an “upgrade” button.
• They’ve animated the spin-the-wheel step so you actually see it happen, which makes the tour feel like the real product rather than a slideshow.
• They use zoom and pan to direct attention to specific parts of the app and keep a fairly complex platform easy to follow.

2. HIVO: In-app onboarding tour

HIVO is a digital asset management platform. Instead of one big welcome tour, they run bite-sized guides that each take a new user through a single task, and each one sits right next to the feature you'd use to do it. Hit the part of the product where you're stuck and the guide is right there.

A new user doesn't want a tour of everything. They want help with the one thing in front of them, right when they hit it. That's in-app product tours at their most useful, short and there exactly when you need them, not in the way.

Purpose: 

• Onboarding help tours 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.

3. Flagsmith: Interactive tour center

Flagsmith is an open-source feature flag management for developers. It's a broad, technical product, and the people who sign up aren't always the ones who approve the spend, so a tour has to land with engineers and the economic buyers above them. Their problem was the gap between signup and activation: plenty of prospects started and never hit the moment the product clicks.

So they built a tour center. It started as a single product tour on a dedicated /demo page, reachable from a "Try Interactive Demo" button on the homepage, and grew into a collection that lets people explore at their own pace and pick the part of the platform they care about.

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

Interestingly, one of their tours isn't a product tour at all. They built it from customer quotes and case study content, so a prospect in banking can watch someone in their own world use the product.

The range and depth of Flagsmith's tour content really allow people to choose the depth they're ready for, rather than picking for them.

Purpose: 

• Give a broad, technical product a self-serve tour center: a collection of tours where prospects pick the topic and depth they’re ready for, from a high-level overview down to feature-specific deep-dives like segmentation.

Where it’s used:

• On a dedicated /demo page reachable from the homepage, plus embedded on individual feature pages.
• Across the collection, prospects self-select which tour to watch instead of being marched down one path.

What Sets It Apart:

• They’ve split the product into multiple small, bite-sized tours, so prospects self-serve the parts they care about instead of sitting through one tour that tries to do everything.
• Each tour is split into chapters, so viewers can jump back and forth between the 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. Skodel: Platform overview tour

Skodel is a workplace psychosocial-risk platform, the kind of product where the buyer's first hurdle is understanding their own compliance obligations. Their tour leans on video bubbles alongside tooltips, so a real person takes you through the parts where text isn't enough, and it stays focused on outcomes instead of a feature checklist. On the homepage it ends with a lead-capture form, so the people who watch to the end raise their hand.

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 tour 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.

5. AD Instruments: Platform overview tours

AD Instruments runs a life-sciences learning platform used in nursing and medical education. It has a built-in complication: the product has to make sense to two very different people, the instructor building a course and the student working through it. Their tour shows both sides in one asset, flipping from the setup view to the learner view so each persona can see both perspectives without a separate tour.

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.

6. Tango: Platform overview tours

Tango automates scope, contracts, and payments for professional-services teams. Instead of marching through the workflow screen by screen, they wrap it in a character: a Don Draper-style narrative that carries you through the whole process in about two minutes, sitting behind a "2-minute tour" link on their site. The story does the work, so the product feels less like software and more like something happening to a person you're following.

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.

7. Cloudforecast: Feature tour

Cloudforecast helps engineering teams stay on top of their AWS costs. Their tours are short feature overviews that sit in feature-pages and product announcements, so a visitor reading about a capability can try it right there.

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:

• Cloudforecast ends each tour with two CTAs, signup or book a demo, aimed at different sizes of company. A self-serve team can start for free; a bigger account that needs a conversation gets routed to sales. It's a small thing that respects how differently a two-person startup and a 500-person eng org buy.

8. Turnitoff: Documentation step-by-step tour

Turnitoff helps teams analyze and cut their cloud-services waste. Their support team embeds step-by-step tours right inside the help documentation, so when a customer gets stuck, the doc takes them through the live UI instead of describing it.

A wall of screenshots makes the reader translate a static image onto their own screen, hunting for the button that's three pixels left of where the picture shows it. A step-by-step tour just moves with them: support sends the link, the customer follows the live UI, done.

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.

What makes a great product tour?

The eight tours above do six different jobs, but the best ones come back to the same five ideas.

1. Start with the use case, not the tool

The job comes first. An upsell tour and an onboarding tour want different lengths, placements, and closing asks. Decide which one you're building before you record a single step, because that choice drives everything downstream.

2. Every step earns its place

Cut any step the UI already explains on its own: you don't need one showing someone how to react to a message with an emoji, the interface makes that obvious. Every extra click is another chance for the viewer to drop. Most good tours land under 10 to 15 steps.

3. Tell a story, and show the real product

Komo’s spin-the-wheel campaign and Tango’s Don Draper aren’t decoration. They give the viewer a thread to follow instead of a tour of menus. Make it feel live with video bubbles and zoom-and-pan, maybe a bit of animation. And pre-fill realistic data, so the product looks used and the viewer reaches the aha moment without hitting a form wall first.

4. Depth should match the viewer

Lead with a simple, high-level tour for a first-time viewer. Then offer deeper, feature-specific tours for the people already poking at that functionality, the way Flagsmith's center ladders from overview to detail. Favor steps that make the viewer act over a string of passive Next clicks.

5. Fit the CTA to the moment, then measure it

Match the closing ask to where the viewer is: a marketing tour can push signup or a demo booking, while an onboarding tour should point at the next feature, not a sales call. Every type has a payoff you can actually expect, whether that's an activation lift or a wave of upsell requests. Because these tours are interactive, you get step-level data to see where people drop off, so you can fix it.

Once you know the use case, the tool is the easy part. We keep a rundown of the best product tour software if you're weighing options.

Every tour above was built and embedded with HowdyGo. If you want to make ones like them, start a free trial and build your first one today.