So you just shipped a new feature, and now you’re staring at dismal adoption numbers. You know your customers would love it—if only they’d give it a shot. That’s where product tours come in. If you’re using Intercom, you’ve probably seen their Product Tours tool, and you’re wondering if it’s actually worth your time.
This guide’s for product managers, marketers, and anyone else who’s tired of features gathering dust. We’ll walk through the practical, real-world steps to set up Intercom product tours that people actually finish—and that actually move the needle on adoption. No fluff, no empty promises. Let’s get into it.
Why Product Tours Matter (But Aren’t Magic Bullets)
Let’s get real: most people ignore what they don’t understand. If your new feature isn’t getting love, it’s probably not because people hate it—it’s because they don’t know what it does, or how it helps them. Product tours can bridge that gap. But they’re not a silver bullet.
What works:
- Simple, focused walkthroughs that show real value, fast.
- Tours triggered at the right time—not blasted at everyone, always.
- Keeping things optional, not locking users in.
What to skip:
- Long tours with a dozen steps. Nobody’s got time for that.
- Abstract explanations (“This dashboard empowers you to…”).
- Forcing users to complete a tour before they can use your app. (They’ll just click through anyway.)
Step 1: Decide What Needs a Tour (And What Doesn’t)
Before you touch Intercom, pause. Not every feature needs a guided tour.
Ask yourself: - Is this feature hard to discover? - Does it require a specific workflow or setup? - Will a quick walkthrough actually help?
Skip the tour if: - The feature is trivial (“Click here to sort A-Z”). - Your users are already using it organically. - You’re just trying to tick a marketing box.
Pro tip:
Look at your product analytics first. Where are users getting stuck? That’s where a tour can help.
Step 2: Sketch Out Your Tour (On Paper, Not in the Builder)
It’s tempting to jump into Intercom and start dragging steps around. Don’t. First, write out what you want the tour to say and do.
Keep it tight: - 3–5 steps, max. - Each step should answer: “What’s in it for me?” - Use plain language. If you wouldn’t say it out loud, don’t put it in your tour.
Example outline: 1. Intro: “Want to track your progress? Here’s how.” 2. Show the button: Highlight the new ‘Progress Tracker’ tab. 3. Show the payoff: Briefly show how it works, with a screenshot or tooltip. 4. Nudge to try: “Give it a go—your data’s already here.”
Pro tip:
Ask a co-worker to read your draft. If they roll their eyes or look confused, try again.
Step 3: Build the Tour in Intercom
Now open up Intercom Product Tours and start building. Here’s how to keep it user-friendly:
1. Pick the right trigger
Don’t show the tour to everyone, everywhere. Use Intercom’s targeting tools: - Trigger the tour only on relevant pages. - Use user attributes (e.g., only for accounts that haven’t used the feature). - Time it—don’t hit people with the tour on their first login.
2. Build clear, simple steps
- Use spotlights and tooltips to draw attention to what matters.
- Avoid modals that take over the whole screen (unless you absolutely must).
- Keep copy short. One or two sentences per step.
3. Add media, but don’t go wild
- Short GIFs or screenshots can help—just don’t add so much that the tour lags or distracts.
- Skip fancy animations unless they actually clarify something.
4. Always give users a way out
- Let users exit the tour at any time.
- Don’t require every step to be completed.
- Offer a “Remind me later” option if possible.
What to ignore:
- Overly complex branching logic. Most users just want a fast answer.
- Heavy branding in every tooltip. This isn’t a marketing campaign.
Step 4: Test the Tour Yourself (And With Real Users)
You’d be surprised how often tours break, cover up buttons, or just don’t make sense.
Checklist: - Try the tour on different browsers and devices. - Check what happens if someone closes the tour halfway through. - Ask a few users (or anyone not on your team) to run through it and give honest feedback.
Watch for: - Steps that feel out of order. - Text that’s too small, or cut off. - Anything that feels pushy or annoying.
Pro tip:
If your user has to read more than two sentences to understand a step, you’re doing too much.
Step 5: Measure If It’s Working
Don’t just set it and forget it. Intercom gives you some data—but you need to know what to look for.
Track: - Completion rates for the tour (if most users drop after step 1, something’s wrong). - Did users who saw the tour actually try the feature? - Are support tickets or confusion about the feature going down?
What doesn’t matter: - Vanity metrics like “tour impressions.” Who cares if a thousand people saw it, if none of them used the feature?
How to check: - Use Intercom’s built-in reports, but also back it up with your own product analytics. See if feature usage goes up after the tour launches.
Step 6: Iterate—Don’t Be Precious
You will not nail it the first time. That’s fine. Product tours work best when you treat them like experiments, not works of art.
What to try: - Shorten the tour if completion is low. - Clarify or reword steps that get skipped. - Change when/where it triggers if you’re hitting the wrong audience.
Real talk:
Most users just want to get on with their day. If your tour isn’t helping, cut it—or try a different approach, like contextual tooltips or a help article.
Quick Tips for Better Product Tours
- Keep it optional: Never force a tour. You’ll only annoy people.
- Show, don’t tell: Point out exactly what to click, and why.
- Don’t over-explain: If you need paragraphs, your feature might be too complex.
- Limit distractions: Avoid showing tours alongside announcement popups, chatbots, or other overlays.
- Use clear, honest language: No marketing fluff. Just say what it does.
Wrapping Up: Stay Simple, Stay Human
Product tours in Intercom can help users actually use your features—but only if you keep things simple and put the user first. Start with a real user problem, keep the tour short, and test your way to something that works. Skip the bells and whistles, focus on clarity, and don’t be afraid to scrap a tour that isn’t pulling its weight.
Feature adoption isn’t about fancy tools—it’s about helping people do their jobs better. Start small, keep iterating, and you’ll see the numbers move.