The Two Types of Product Tours
There are really two types of Product Tours, which fulfill different goals and require distinct mindsets. We like to think of these as "push" and "pull" Tours.
"Push" Tours are analogous to sending an email to a user -- it is not directly solicited and is the product's attempt at encouraging the user towards an action that they will find useful or valuable.
"Pull" Tours are analogous to a help article that a user seeks out and reads. A user has a clear intention and is motivated to invest effort in learning more to accomplish their objective.
Emails and help articles are very different formats -- different lengths, different styles, different designs. Emails require heavy testing and analysis to be successful, whereas with articles it's sufficient to simply know if it resolved the user's questions.
For all Tours created after Nov 1, 2019, you will have to select a Delivery Method: Automatic or Manual. Select 'Automatic' for "push" Tours (think ~ email) and select
'Manual' for "pull" Tours (think ~ help article).
Once you select a Delivery Method, and activate your Tour, you cannot change this. If you want to use the other method, then you can copy the Tour and start again.
Growth Plan customers will also have access to experimentation, allowing you to exclude a control group (randomly sampled from the target audience) from this Tour to accurately measure effectiveness of this Tour vs. nothing. Email us now if you'd like to discuss this.
Manual means that you can let a user choose to start this Tour at their convenience. You can do this via the following methods:
- Launchers: display a menu of Tours as a checklist for new users, or a "what's new" center, or for common support requests. Learn more here.
- Link: each Tour will have a unique URL you can share in an email, blog post, help article etc. Learn more here.
- API -- you can call our JS API to show a Tour. Learn more here.
The analytics for the different Delivery Methods will be slightly different but for both we recommend setting a Conversion Goal so you can track how effective the Tour was in achieving your target.
You can also use Surveys to measure a user's satisfaction on how effective your Tour was or how happy they are with the underlying product functionality.
Why we made this change
Because Chameleon Product Tours can be used for both cases, we often found customers mixing the two styles into a single Tour type, that not maximally effective for either use case. In addition, we found that to run experiments and test the "push" Tours, we needed a different data framework than for "pull" Tours.
For Automatic Tours:
- Think of these as in-product ads / experiments for features
- Keep them to 1-2 steps
- Focus on increasing a user's motivation to explore further
- Avoid being intrusive or blocking a user's workflow
- Give users the option to launch a more detailed "Manual" Tour from a button if they are interested in a deep dive
- Target users based on who they are or what they've done to increase relevancy
For Manual Tours:
- Break these into separate, short workflows (keep to ~6 steps max.)
- Prioritize based on where users are most confused or where help articles are least effective
- Link to more information via button actions as necessary
- Create different Launchers for different use cases / pages