Why 10k+ WordPress Websites Use Nelio Plugins: Q/A with Co-founder Ruth Raventós

Welcome to another interview by Website Planet. Bringing you insights on how the best companies are solving the current challenges in their industry, and how they are planning ahead for the future.

Today I talked to Ruth Raventós, Co-Founder of Nelio Software.

Nelio Software is a WordPress development team with more than 10 years of experience and over 3,000 clients across over 80 countries in multiple verticals (including American TMS Clinics, AvidXchange, Campari, Digital.ai, The Federal Services Bank, Greenpeace, WordPress VIP and Workwell Technologies, to name a few).

We looked at how Nelio’s CRO services, including Nelio A/B Testing, Nelio Session Recordings, Nelio Content, Nelio Popups, and Nelio Forms, currently help 10,000+ clients with the current challenges in conversion rate optimization, and what new technologies will impact these efforts in the future (either positively and negatively).

What unique challenges are people in your industry facing right now?

At Nelio we offer different products to solve different problems related to conversion optimization and digital marketing. To keep this interview short, I’m going to focus on just one of the challenges we all face with our websites: how to reduce the level of uncertainty when adding new content, features, or user interface elements.

In other words, How can we be sure that a change to our landing page, pricing page, or any product page will have the desired impact?

For instance, a SaaS company wants to increase the conversion rate of its landing page. After conducting user research and analyzing data to identify friction points, the team saw that many visitors only see the first fold and they do not scroll down the page and that only 45% of the visitors go to the pricing page.

The team suggested focusing on the content of the first section of the page by changing the affirmative sales phrases to questions that the visitor might be already wondering. This way, you can arouse more curiosity and thus improve conversion. But while the proposed change seems easy enough, can we be sure that curiosity will have more impactful than urgency?

That’s probably the most important challenge we help our customers address.

How effective are the current methods for solving these issues?

While there is no single secret formula for what changes really work to optimize a website, it is safe to say that making changes to your website based on your intuition and relying on them to increase sales is not the right approach and can lose you a lot of money.

Currently, Conversion Rate Optimization (CRO) is the most effective process of increasing the percentage of users who perform a desired action (purchasing a product, clicking ‘add to cart’, filling out a form, etc.) on a website. It involves analyzing user behavior, testing different elements of a webpage (like headlines, images, buttons, and layout), and making data-driven changes to improve conversion rates, enhance the user experience and ultimately drive more conversions without increasing the amount of traffic to the site. However, CRO is challenging…

CRO requires a combination of data-driven insights, strategic planning, continuous experimentation, and a deep understanding of user psychology and behavior. You need tools like heatmaps, session recordings, and analytics data to understand why users behave the way they do. You also need to conduct A/B tests to balance between maximizing conversions and providing a positive, intuitive, and engaging user experience while maintaining the right to privacy.

The tools that can help you in this process can be expensive, complex to integrate with your site, and/or have limited functionality, requiring custom programming to fit the analysis or testing needs of your business.

What’s a better way in your opinion to fix these issues?

We provide one of the most complete, easy-to-use, and versatile A/B testing plugins for WordPress. Nelio A/B Testing collects and digests the actions the visitors of a website do and offers the relevant insights our customers need with simple analytics, beautiful heatmaps, scrollmaps and clickmaps that help you understand what users prefer and want.

Heatmap of Nelio A/B Testing pricing page.

With Nelio you can test any WordPress element: improve your landing pages, write better posts, create alternative pages, go beyond simple title testing and start testing headlines, try new themes, test different menus, modify your CSS rules or JavaScript snippets, test custom post types, and test alternative widgets.

Being also compatible with WooCommerce, you can test products and bulk sales, and you can also target a subset of all your visitors with our built-in segmentation engine and track their actions easily.

All this without losing performance and respecting the privacy of your visitors.

The results of a bulk sale A/B test. You can apply the winning alternative to become the final one with one click.

With Nelio A/B Testing, our customers see how their conversion rates and revenue improve. More than 90% of reviews in the WordPress Plugin Directory, consider Nelio A/B Testing a 5 start plugin. And in fact, other reviews are already 5 or more years old.

The main reasons why WordPress website owners choose Nelio A/B Testing:

• It does not slow the website down, while other testing tools with landing page builders do. There is no flickering.
• It tracks 100% of sales in WooCommerce and you can even see which user saw which variant.
• It offers a seamless integration with WordPress.
• The fact that at the end of a test, with a single click, the winning solution is applied as definitive is very convenient and saves a lot of work.

Looking ahead 5 to 10 years, what new technologies and trends will have the most significant impact on the issues we talked about?

On the one hand, it will be interesting to see what balance we strike between personalisation – as AI advances, so will the ability to personalize user experiences – with growing concerns about privacy and data security. *

On the other hand, I guess that the integration of certain technologies (chatbots, conversational marketing, virtual assistants, virtual reality, or augmented reality, among others) will gradually change the way we interact with online products and services, which will lead to the appearance of new experimentation tools to optimize conversion.

* Nelio Software is also a WordPress VIP Technology partner, which means that their technology has been carefully examined for performance, security, scalability and usability by WP VIP.

What should people do to stay up to date and adapt to these changes? What will you do in this regard?

Staying up to date and adapting to changes in CRO and digital marketing requires a proactive approach and ongoing learning. On the one hand, never stop being informed about the latest trends, best practices and emerging technologies in CRO and digital marketing and, above all, never stop experimenting and testing.

Embrace a culture of experimentation and testing within your organization. Continuously test different strategies, tactics, and tools to identify what works best for your specific audience and objectives. Learn from both successes and failures to iterate and improve over time.

As for us, we’ll continue to learn and adapt by processing and incorporating the latest trends into our products. We’ll keep abreast of developments in CRO and digital marketing to provide relevant tools to users looking to get the most out of their websites.