A Simple Guide to Intercom Tours

A Simple Guide to Intercom Tours
Reading Time: 5 minutes


It should come as no surprise that your customers can’t find value in what they don’t understand. A company could have the greatest, most life-changing product in the world, but unless a customer understands it properly, it won’t matter. (Check out more ways companies fail their products here.) Often, it requires a pitch of some kind–your pitch–to help customers understand the value of your product or service. This is vital to sales, and yet in ecommerce, you’re left to hope that your value proposition shines through the graphics and text boxes you’ve laid out. There’s a better way.

The “Tours” feature in Intercom offers an opportunity to transform a casual website visit into your own sales pitch and spark sales that might not materialize otherwise. The remainder of this guide will help you integrate this incredible feature into your chats.

Let’s Get Started!

On your Intercom account, locate the icon fifth from the bottom of the left-hand side menu that looks like a callout box: the “Product Tours” icon. Once there, you’ll see a blank page if it’s your first time using the feature, but a dashboard on all your subsequent visits. To create a tour, simply click the blue, “New tour” button in the upper right-hand corner (pictured at right) and select the type of tour you want: blank, customer onboarding, or launching a new feature.

For the purpose of this illustration, we will use the “Blank” option, which provides a fresh canvas to work within. Intercom has four steps to create a tour, represented by four horizontal ribbons on the page, and will take you through each one.

STEP 1: Design Your Tour

First, click the blue “+ Add steps” button and it will prompt you to enter your website URL in a window (pictured). You’ll then go to your website, but you’ll have a blue bar across the bottom which will prompt to you start the tour at a given spot after you’ve had a chance to navigate there. Once that’s set, it will present you with a white ribbon at the bottom of the page where the steps are visible. Since you won’t have any steps upfront, you’ll likely only see a grey box with a plus on the inside. By clicking that you’ll be presented with the options of the type of tour step you would prefer (pointer, video pointer, or post)


The pointer will enable you to select the element of the page that the box will draw attention to. Notice the gray, lower portion of the pointer with the faint heading “How should the tour advance?” This menu enables you to select the way the user must interact with the box in order to have the tour advance.

Video Pointer

The video pointer step enables you to walk through a portion of your website or your product by showing your users a demonstration of some kind. This can be incredibly effective in creating the kind of customer understanding that we bragged up at the start of this article. Like the pointer, this video actively points to a spot on your webpage.


Finally, the post option enables you to cover a greater portion of the screen above the website. While it doesn’t point to anything directly on the page, it is useful for general instructions or messages. Additionally, it has the tremendously useful ability to add pictures and graphics in between levels of text if you so desire.

Those three types of steps can be combined to become something incredibly powerful. Notice that while you are actively creating your tour flow, the white ribbon at the bottom of screen will show each consecutive step in the order that you have created them and begin to look like the image below.

When you are satisfied with flow of your tour, select “Done” from the blue ribbon above.

NOTE: If you have any further questions, refer to the “How to design your tour option” listed at the button of the first Ribbon.

STEP 2: Show Tour Automatically

This step is a lot simpler than the first but can make or break the usefulness of your tour. On this page, you’ll see two separate spots to “Add a rule”: Page and Audience. The page rules enable you to select where on your website the tour will fire. For example, if you’d like the tour to begin as soon as the visitor clicks on the About Us tab you can select “is” and enter the URL for that page in the blank provided.

Below, the Audience rules provide a more exact approach to triggering the bot. Though it’ll probably say “Users” in the grey box under “Audience,” you can create rules relating to leads and visitors which can be accessed by clicking the users box and selecting those from the drop-down menu. When you click the “add a rule” button, you can select what attribute you’d like the rule to pertain to (i.e. name, email, phone, last contacted, previous conversation rating, etc.). Note that you can also elect to create your own attribute. Select “Done” when you’ve finished.

STEP 3: Use Tour Everywhere

This step is incredibly simple! Simply enter the URL of the page where you want the tour to start. Note: this is not the same as STEP 2 in which you entered the page you want it to be triggered by. Select done when your finished.

STEP 4: Review Tour and Publish

Not much will be required of you here. If there are no fields left blank and otherwise no problems publishing this, select “Done” and you’re good to go! When you’re confident in your tour, you can publish it using the “Publish” button that will appear in the top corner of the tours page.

That’s all there is to it! You’re well on your way to boosting customer understanding and allowing your website to pitch your business the way you would.


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