Intercom increases new feature adoption with in-app micro case study

Intercom wanted to drive adoption of their newly released “apps in inbox” feature. They A/B tested two versions of an in-app product tour: A) a generic “try this feature” message and B) a “June @ Guru reduced response times by 18%” micro case study. The result? Option B, the micro case study, resulted in higher adoption of the new feature, by double digits percentage.


  1. Combine a person’s story with a quantitative impact metric to drive behavior. 
  2. Make your case studies actionable by focusing on just one aspect of your customer’s win, and showing them how to achieve similar results.
  3. Use this in-app, in product release notes, or in new feature emails.

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