21 June

Elementor and the popularity feedback loop

I hate Elementor.

If you don’t know what Elementor is, good. If you do, you probably either hate it too, or else you’ve never used WordPress without it. (And even if you haven’t ever used WordPress without it, you still might hate it.)

In my experience, Elementor is hot garbage, and it makes the overall WordPress experience bad.

It’s not just Elementor. There are several “page builder” plugins for WordPress, and they’re all terrible. Divi, WP Bakery, Beaver Builder, etc. They all deviate wildly from the way WordPress is intended to work. Since 2018 WordPress has had the Block Editor (a.k.a. Gutenberg) built-in, which is essentially a page builder itself. Now that Gutenberg has matured enough to be useful, those other page builders are completely unnecessary.

Among the page builders, I think Elementor is the worst. Why? Mainly because of its ubiquity.

Elementor is extremely popular, in part because there’s a companion theme/gateway drug called Hello Elementor. It is the most popular third-party WordPress theme, as evidenced by its lofty position at the top of the WordPress theme download screen, surrounded by the official annual themes and one other third-party theme, Astra. (I actually really like Astra, because for the most part, it does things the WordPress way.)

Why is Hello Elementor so popular? Presumably people do like it. But I think it is also an example of what I would call the popularity feedback loop. It’s a natural, and harmful, side effect of a page like this, also commonly seen on e-commerce sites.

If you sort things by popularity, with the most popular items at the top, those are what people are going to see first. And most people don’t want to spend a lot of time considering options. They may trust popular opinion, or they may be too impatient to consider their options carefully, or they may just not care at all. So they click on the first thing that catches their attention, thereby making the popular thing even more popular, and dooming less popular options to oblivion, regardless of their quality.

The people choosing to default these lists to ranking by popularity may think they’re making an objectively straightforward choice, but they’re not considering how the popularity feedback loop might have much more of an effect on the rankings than quality, because they’re falsely assuming that people are making careful, rational choices.

There’s a large segment of the developer world that tries to avoid making “opinionated” decisions. But that’s a delusion. Every decision is opinionated. I would prefer to lean into it. Make the default a “recommended” list of options that have been evaluated by knowledgeable editors. Granted, that’s a lot more work, and is still subject to personal opinion and taste, but it could weed out the popular-but-garbage options that inevitably float to the top.

There’s another reason in this specific context why it matters. New users don’t understand the WordPress ecosystem. They don’t know about third-party themes and plugins. They don’t know what does or does not adhere to “the WordPress way.”

So, a new user comes in and wants to pick a theme for their site. Their eye is drawn to the Hello Elementor screenshot, which has been carefully designed to be attention-grabbing, especially compared to the rather pedestrian appearance of the official themes.

That’s all fine in and of itself. Third-party themes are great! But when you activate the Hello Elementor theme, it immediately starts prompting you to install the Elementor page builder plugin as well. If you’re not an experienced user, what are you supposed to do with this? You probably install it, of course. And now you’re in page builder land. It’s not WordPress anymore. The experience is completely different.

But what is it about page builders that’s so bad? (And this part really applies to Gutenberg to a large extent as well.) They’re supposed to be making it easier to design your web pages, right? Well… there’s only so much you can do to make designing a web page easier. There’s no way to deal with things like margins or padding without understanding what margins and padding are. The page builders end up being CSS GUIs. Maybe you’re not writing the code, but you still need to know the concepts to get anywhere. So you end up either creating a convoluted mess, or at best you do learn the concepts, but in a compromised way, that is inextricably tied to that page builder plugin. It’s lock-in.

I could go on, but I think there are two main ways to address the problem of the popularity feedback loop, at least as it applies specifically to WordPress themes, but also more generally:

  1. Don’t default to a “most popular” view. I know it takes a lot more work, and is a lot more subjective, but the best default would be a “recommended” view. Some editorial decisions need to be made. Consider popularity, of course, but also consider context. Which themes are the best for a newcomer? Which ones offer the most pure WordPress experience?
  2. Make the “most popular” list conditional. This is a more automated version of #1. Maybe you don’t have a carefully curated editorial list of recommendations, but at the very least, determine some criteria that can restrict what shows up in the list. For starters, maybe a theme cannot load with an admin notice pushing users to install a plugin. Would Hello Elementor be such a problem if it didn’t immediately lure new users into installing a page builder plugin too? Probably not.

Ultimately, I have my own selfish motivations in all of this. I develop a number of WordPress plugins myself, and I need to provide user support for them. And a significant percentage of my overall user support load — I would say it’s around 15-20% — is around conflicts with Elementor.

Couch to 5K week 4 playlist

If you follow me on Twitter (and if not, well…) you know that for the past few weeks I’ve been trying to conquer decades of sedentary lifestyle by way of the Couch to 5K iPhone app. It’s been working out very well so far!

One thing I have yet to do is consciously plan out a playlist to correspond to the cycles of walking and running that are a key to the Couch to 5K program. Well, on Thursday I will be running the final day of week 4, nearing the halfway point (what??!!) in the program, so it’s time to remedy that situation.

Here then is my Couch to 5K week 4 playlist, for your consideration:

Action Song Artist Time
Warm up One More Robot / Sympathy 3000-21 The Flaming Lips 5:00
Run The Distance Cake 3:01
Walk Little Fishes Brian Eno 1:30
Run Smells Like Teen Spirit Nirvana 5:01
Walk And I Love Her The Beatles
Run Highly Suspicious My Morning Jacket 3:05
Walk Pigs on the Wing (Part One) Pink Floyd 1:25
Run Uprising Muse 5:05
Cool down Computerworld Kraftwerk 5:08

It will be interesting to see how this plays out. Clearly I focused primarily on the timing and general mood of the songs when programming this playlist, giving… well… absolutely no consideration whatsoever to the transitions between the songs. But I think it will still be successful. It helps me a lot when running to focus on the music and to think, “OK… I run until the end of this song.”

And yes, when I get to running for the entire time, I will have a song for that. I have 14 songs in the library on my iPhone that are over 20 minutes long.

More than you ever wanted to know about Mark Summers

Know Mark Summers? He hosted the messy Nickelodeon game show Double Dare way back when, and these days he’s the host of Unwrapped on Food Network, which I am, unfortunately, watching as I write this. (Hey, it was that or the routine weekly post-SNL broadcast of the Guthy-Renker infomercial for the Midnight Special DVD collection.)

The show is moderately interesting as a glimpse into the operations of various quirky businesses in the food industry (such as the one they’re talking about now, whose corporate office is a 7-story replica of a wicker picnic basket that would put Beebe Gallini‘s powder puff factory to shame). But the most distinctive thing about it is the maddening, Shatner-esque start-and-stop cadence of Mark Summer’s voiceovers. I’m sure he doesn’t really talk that way, at least I hope so, but on TV, he’s so programmed into this particular way of speaking — which presumably originated long ago in broadcasting schools with the desire to sound enthusiastic and engaging, and be easy to follow — that, ironically, I can barely concentrate on what he’s saying due to the way he says it.

I was not aware until I set about writing this post that Mark Summers is also a spokesperson for OCD, as detailed on his stunningly mid-’90s-style website. Wowwee. That site must have seemed freakin’ awesome at the time, what with its 3-D animated GIF logo, frameset navigation that unpredictably disappears on certain pages, etc. I don’t mean to mock a psychological condition, but you’d think someone with OCD would have no truck with this. It certainly hasn’t aged well, and I find it funny that the company that designed and (apparently, given its URL) hosts it still has the audacity to tout having been featured in a 1999 magazine.

P.S. This is what I get for drinking coffee after 5 PM. 8 hours later I’m still up doing… this.

New items in the Room 34 Store!

As usual I’m sure these will be of no interest to anyone besides me and the two and a half people who read this (and only marginally interesting to them), but why not take the opportunity for a shameless plug?

I’ve added a couple of new items to the Room 34 Store, including a Tai Chi & Chai Tea coffee mug and a Rosie the Riveter infant “creeper” (known to those of us not afraid to commonize brand names as a “Onesie”). Be like me! Deck out your infant in 60-year-old war propaganda!