Elementor's Shift: Why Users Are Leaving Developer Tools

Elementor, a platform that previously catered to beginners, is now transitioning its successful website builder into a developer tool. This shift is evident in Elementor Version 4, which introduces a design system based on variables and classes, allowing users to define values once and apply them universally. The platform is also incorporating atomic elements, div blocks, wrappers, flexboxes, and CSS classes, aiming for a more structured and developer-friendly system.

This new direction appears to draw inspiration from tools like Webflow, known for its web developer-oriented approach. While this might appeal to a niche group of developers, it marks a significant departure from Elementor's original user base, which largely consists of individuals seeking simplicity and ease of use for basic website creation.

The shift towards a developer-centric approach has met with significant resistance from Elementor's user base. A poll conducted by Daryl Wilson revealed that 42% of users do not desire this developer approach, with nearly 25% indicating they are considering leaving Elementor. Only 36% of users expressed enjoyment of the new direction, while 22% remained neutral.

Community feedback, particularly in comments on Elementor's recent videos, frequently highlights negativity, with users expressing a preference for the 'old Elementor' and requesting a focus on stability over new features. This sentiment underscores a disconnect between Elementor's current development path and the expectations of its majority user base.

Elementor's success was built on catering to beginners, small business owners, freelancers, and individuals who wanted to build websites without advanced web design knowledge. The platform's intuitive drag-and-drop interface made web design accessible, allowing users to easily create designs by adjusting a few settings. Elementor currently powers 11% of the entire internet, with approximately 21 million websites, significantly outperforming developer-focused tools like Webflow, which powers less than 1% of websites worldwide.

However, the introduction of complex systems like atomic elements and developer tools is alienating this core audience. Over 70% of websites are built by small business owners, freelancers, or individuals, not large development teams, according to SBA.gov studies. These users prioritize templates, ease of use, and speed, finding the new developer-focused interface confusing and unnecessary.

Elementor has integrated several of its previously failed products directly into its primary plans, such as the Elementor One plan, which offers unlimited websites. This includes an optimization plugin that holds a 1.5-star rating on the WordPress repo and a site mailer with a 2-star rating. These integrations force users to adopt products that have been poorly received by the market, leading to further user dissatisfaction.

Additionally, Elementor has been heavily pushing AI tools, a trend seen across many website platforms. While AI can assist with placeholder text or repetitive tasks, its application in web design is criticized for producing repetitive and bland designs that are unsuitable for finished projects. Influencers argue that AI in web design does not mix well, as users spend more time correcting AI-generated designs than they would using pre-made templates.

To address current user dissatisfaction and ensure long-term success, Elementor should prioritize stability and performance over constant feature expansion. A key recommendation is to introduce advanced systems, such as atomic components, as an optional developer mode. This would allow advanced users and agencies to access powerful tools without overwhelming beginners with a completely new workflow upon initial access.

Elementor should also revisit and improve existing core features that are currently problematic, such as the header and footer builder, which is often glitchy. The template library and blocks also require significant updates, as many are dated and limited. By focusing on accommodating its main audience, which made it popular in the first place, and addressing fundamental product issues, Elementor can regain user trust and maintain its market position.