Elementor: Website Builder
Needs Assessment and Usability Evaluation
Who is Elementor?
Elementor is the #1 website platform building tool that allows users and WordPress users the freedom to create their own websites regardless of coding experience.
The Project:
Elementor is looking into women users and their long term retention rates. Despite women and men signing up at the same rate, men are twice as likely to renew compared to women. We worked together with the Elementor research team in order to better understand the reasoning behind this finding and to recommend solutions that will help female Elementor users not only renew their memberships but also feel more supported in the community. We produced five reports for this consultation.
Duration: One semester
Research Methods: Competitive analysis, interaction map, heuristic evaluation, contextual interviews, surveys, and a usability test
Team Members: Einas Elamin, Paschalia Nsato, Emmy Thompson, and Rebekah Williamson
After research reports, out team focused on two major areas to explore for final recommendations: Female Support & Plan Pricing
Female Support Findings:
- Elementor's online community is welcoming for people to participate
- There is lack of Women-specific events and content on social media and blog posts
- Men are more active in participating in the Elementor community than women
- 80% of females use Elementor for freelancing
Female Support Recommendations:
- Sub-communities reserved for women
- Post content that targets women
- Host Female focused freelancing workshops and campaigns
Plan Pricing Findings:
- Cost of renewal could be a significant reason users discontinue subscriptions
- Single website builders may find it hard to consistently justify paying
- Despite being reasonably priced, it can be daunting to pay for a longer period
Price Plan Recommendations:
- Monthly/ Quarterly Subscription Options
- Student Discounts