A year later, thanks to Hotjar, Doorbell and Viral Loops…

Written by Gilbert
CEO at Ellp

October 12 - (7 Min Read)

Since launching Ellp in September 2016 and 100,000 downloads later, we learned a great deal about what it takes to launch a startup. One thing is certain, there are some cool tools out there willing to make your life a lot easier!

If you are a startup owner, you may be on the lookout for the best services out there to help you getting the right audience and communicating with your users, receiving their feedback and measuring their behaviors. Let me share with you what tools we chose for Ellp, what they can do for you and what was our experience with them.

Viral Loops

(A revolutionary template-based viral & referral marketing solution for modern marketers)

Our first public appearance featured a sign-up campaign for early adopters of Ellp’s Beta version. The campaign lasted for a month and recorded over 1,200 sign-ups. The last thing you want to do before launching is reinventing the wheel. That is why we turned to Viral Loops and used one of their referral programs. We had designed a simple, yet effective, leaderboard campaign whereby the Top 10 referrers would get VIP status and receive Amazon vouchers. The cool thing with Viral Loops is that they offer pre-made templates for all sorts of gamified launches.




(A tool to gather in-app feedback)

On launch day, I remember waking up much earlier than usual to start seeing the feedback coming in. We were all excited to see whether the concept was being accepted and that the design and user experience was appealing as we thought it was. But what we were interested to hear the most was blunt feedback that would enable us to up our game. To encourage users to share their thoughts, we introduced an in-product poll asking users to submit their sentiment and to share anything they feel was worth sharing with us. As the Doorbell.io feedback tool supported the concept of user sentiment out-of-the-box, it was an ideal match for Ellp. Doorbell’s Feedback Capture API allowed us to implement Doorbell integration on the Ellp server rather than in the Ellp application, as this would allow greater flexibility. To date, we have collected over 3,600 direct user feedbacks, of which a staggering 88% was positive! Even though we’re blushed to see all of this support coming in, we give extreme importance to those users who either provide recommendations or require additional support or simply dislike our product. Doorbell’s simple interface allows us to segment this feedback and get back to users as quickly as possible. Their service is impeccable and Phil, the brains behind it all, is always super responsive to any query we might have or suggestion we might make. Eventually, in addition to our in-app feedback, it was a no-brainer to integrate our website feedback and email feedback with Doorbell too, and now we handle all users’ feedback through a single interface.




(A new and easy way to truly understand your web and mobile site visitors)

While a lot of our energies are focused on the product, we are also very active in our online presence. Our website, www.ellp.com, does not only need to convey our message and brand values, but it is also the place to be for those wanting to download Ellp. Over the past year, we constantly kept optimizing the website’s user-experience, improved on our content and tried to make it easier for users to download and install Ellp. We did, in fact, roll out a number of iterations on Ellp.com as you can see below.

What you see above, is the evolution of Ellp website in the last year
What you see above, is the evolution of Ellp website in the last year


Changes, however, are not just esthetical. In fact, we have been using Hotjar to make sure we really understand our users’ challenges in browsing our site, understanding our value proposition and giving Ellp a try.

Through their cool heat map functionality, we could easily figure out what are the content, visuals and CTAs (calls to action) capturing users attention. It might not always be what you want to think! In this particular version, we realized that the 30-second animation was clearly grabbing our users’ attention but failed to take the message across. This is when we decided to have an animated hero banner that was more descriptive. This brought about around 26% improvement in Ellp’s download rate. A huge success for us (for now!).


Hotjar also helped us a lot in collecting user feedback online through their easy-to-set-up polls. Recently, we did in fact set up an online poll (in literally 2 mins!) asking the users what cards they would want us to develop next. Tons of cool ideas started flowing in and some of them are already at development stage!



While there is still a lot ahead of us in terms of developing Ellp and taking it where our vision leads, the progress we made in a year is tremendous. Could Ellp have done it without these tools? For sure, not. We’re living the era of startups and there are thousands of tools out there willing to make our lives easier. You just have to look for them. Good luck!

P.S. If you’re a fan of getting things done faster, then Ellp is just the right solution for you. This new PC assistant can take care of a variety of tasks for you from maintaining your PC at the optimal level of performance, to helping you stay focused and be productive, to monitoring your online safety and even to elevating your entertainment. And what’s best – Ellp is free to download and yours to keep!




If you found this post useful, please share it with your friends. With this simple click, you’ll help them simplify their PC routine – and us grow!


Interview with Reuben Borg, Head of Product at Ellp

Interview Reuben Borg-HoP-at-Ellp-06
Written by Aneta
Online Marketing Champion

July 26 - (7 Min Read)

A personal tireless assistant for your PC? If this is on your wish list, read on to find out how Reuben Borg, Head of Product at Ellp, is striving every day to make this possible for you, between one workout and another.

What is Ellp to you?

6 months ago, I would have said that Ellp is a tool to help users automate a number of specific tasks on their Windows PC. Well, it still is, but the perception of what it actually represents and what it can become in the future has really evolved.

Think about some small but important tasks you have to do in life which are part of your  day, like checking if you’re out of groceries, changing the batteries of your TV controller, charging your phone and so on. Now, what if you had a hardworking, loyal household robot to do these things for you. Simply by switching it on and selecting a list of instructions of what it should do for you, such as making sure that your fridge is always full, and your phone’s battery is never below that scary 5%. Wouldn’t that be awesome?

Now we may not be building household robots yet, but we’re applying this exact same concept to the Windows PC. Ellp is what will: tell you when you’re having issues with your internet connection and speed, open Spotify for you when you plug in your headphones, get your Gmail up and ready when you switch on your PC, nudge you when you’re procrastinating on social media, and so much more.

So today, I’d say Ellp is the virtual assistant or digital butler, you would want on your PC. I’d like to think that, if Batman wanted an Alfred for his PC, he would choose Ellp 😉

Head of Product at Ellp-Reuben Borg- Quote-02

How can one maintain a stable product strategy in an agile startup environment?

Ladies and gents welcome to my day 🙂 Focus and speed are the main keywords here. One of the most dangerous things in a startup is the illusion of endless opportunities. The reality is that most of the time, success comes from choosing the right opportunity and executing it at the right time. It’s not easy.

But how can an ambitious startup team maintain product focus? When the product is so young, there are so many avenues it can take – so how do you choose? In the first few weeks, it’s just you and a value proposition, and ours was “Better device experience”. But writing it down is one thing, and validating it is another. The most effective strategy I experienced so far is to actually experience the product out of the office because the most valuable qualification for managing a product is to be one of its users. Being out there, as part of the Ellp community, makes the second step very natural, which is to sit down and speak directly with as many users as possible, and compare the experiences. For a startup with a free product, distribution and feedback are the money.

Head of Product at Ellp-Reuben Borg- Quote-03

What other passions do you have in life?

Family, fitness, and experiences. Family quality time – nothing gets better than that. Fitness? Well, I’m definitely not the type of person who sits at a desk for 9+ hours and then goes to bed. We are not born to just think. We also need to move, run, lift, jump, swim, climb… I’ve been following the CrossFit program for the past 2 years now, and I can tell you that it works for the mind just as much as it does for the body. Experiences are basically a collection of things which help me grow as a person, be it a trip to another continent to experience a different culture (I’m an avid traveler!), or simply reading a book about something new that I want to get a better understanding of.

Head of Product at Ellp-Reuben Borg- Quote-04

What are your expectations for Ellp for the rest of the year?

The most important thing for us is to keep on learning how our users are using Ellp by building a strong community of Ellpers, and on top of that, understand how they would re-shape it, if they could, to fully satisfy their needs. My focus is going to be to get as close to that as possible, and then do more. If the Ellp experience makes the user say or think “Wow!”, then it meets my expectations.

Head of Product at Ellp-Reuben Borg- Quote-05

For those looking for the numbers, we’re looking at closing the year with a minimum of 50 Ellp Cards (including some super cards – stay tuned!), an all-new level of card customization (think about duplicating the awesomeness of 1 card), and an infrastructure which fully supports referrals, more dynamic feedback and a constant flow of communication within the Ellp community. This, together with 100,000 users, would bring the end of the Beta phase.

We’re already in July, right? Damn.


P.S.  – Check out Ellp yourself on ellp.com

P.P.S. – Want to get to know my boss as well? Check out this interview from Ellp’s CEO Gilbert Camilleri.

Interview with Gilbert Camilleri, CEO at Ellp

Written by Aneta
Marketing Champion

July 5 - (6 Min Read)

In the startup world, the only thing we don’t have is time’ – is a mantra of the young CEO taking on automation in the software space. Gilbert Camilleri, CEO at Ellp, shares secrets of his new ‘old-school’ take on automation, reasons behind Ellp and what a soccer club has to do with it all.
Gilbert-Camilleri-CEO-at-Ellp-3While Silicon Valley’s most pronounced buzz words are cloud, mobile, and SaaS, we decided to stick to software, desktops, and Windows. I guess I’ve always challenged the status quo – and Ellp is doing just that. The idea behind Ellp has been a long way coming. Many of us have been working together on other software brands before and there was always that little something inside telling us that we could do bigger stuff, provide greater value and seriously introduce a breath of fresh air to software for the 400 million ‘old school’ (really?!) Windows users.

Whilst all textbooks suggest that the first question you should ask when starting up a business is – defining the market problem – we immediately nose-dived into how we’re going to be different. It is as if we wanted to make sure that all of us share some common beliefs before getting started. It took us no time to determine that the notions of quality, reliability, and simplicity would be the driving force of whatever we’ll do next. We wanted to change the perception of traditional Windows software and irrespective of what we come up with, it had to transpire that sense of ‘freshness’ and ‘coolness’ that we felt was lacking in this space.

Our experiences and research suggested that we should attempt to simplify lives by developing a new digital assistant. Whilst not many can afford to hire a butler at home, we dreamt of introducing this concept in people’s digital life. How cool would it be to have someone (or something) to do some work for you whilst you focus on what really matters?

Gilbert-Camilleri-CEO-at-Ellp-4.pngAnd here we are, 60,000 downloads later and with over 30,000 Facebook followers, in just 8 months – we present Ellp!

What was the idea behind the name Ellp?

If it hasn’t clicked yet, Ellp is intended to be a geekier version of the word ‘Help’. The process of coming up with the name was actually quite hilarious. I remember long brainstorming sessions where everyone used to fantasize about the next Google or Facebook brand. We went from inappropriate names such as Glide It (yes, it was one of my most uninspiring moments) to abstract and mind-blowing oxymorons namely, TinyElephant (Kristina will kill me for sharing this). And like most things in life, the best things happen when you least expect them to. I was actually on a holiday in Munich, when on a cultural visit at the Linderhof Castle I must have come across something that reminded me of an old project name we worked on years back, bearing the name of Ellp. I will never understand how the name came along in such a digitally uninspiring environment, but hey, why not? On my return, I proposed it to the team and it was the first time we unanimously agreed on a name.

In your own words, can you explain your role within Ellp and what is it that you do on the daily basis?

Ellp has definitely been the most exciting thing I’ve worked on over the past few years. Seeing a brand, a product and a bunch of talented people develop so rapidly in front of your own eyes gives you thrills that are very difficult to explain. I guess the most exciting moment was when we started getting the first user feedback. Our mantra was always that, to provide a ‘better device experience’ to our audience and we wanted to make sure we track that from day one. Ellp was built in a way that encourages users to send us their sentiment and comments to enable us to iterate quicker and smarter. We have actioned tens of suggestions already and recorded hundreds of uplifting comments from our fan base.

Gilbert-Camilleri-CEO-at-Ellp-5.pngI am coming from an online marketing background, and I am quite hands on in the way we communicate with our users and the overall user experience. It is something I hold to dearly and on which I want to make sure I’m never disconnected from. Obviously, the biggest responsibility lies in identifying what’s next. Why should someone choose Ellp? That is the question that I need to remind myself to ask every day. How can Ellp ease people’s lives? Sounds easy, but taking a concept and presenting it in the simplest form possible is quite stressful, to say the least. Thankfully we have an amazing team that is not only smart in developing, but also practical and user-conscious.

What hobbies/activities do you like doing outside of work?

Funnily enough, I do not consider myself as a tech geek. Even though my career always revolved around computing and the Internet, my life offline is far away from software and bugs.  My deepest passion lies within sports, which I get to follow and practice often. Sports is the drug I’m addicted to the most and I find it to be the best for both the body and mind. My flair and inclination towards marketing, branding and leading teams, in general, came about actually from a soccer club I co-founded years back, which is still alive and kicking to this very day. Now that I’m answering your questions, it just occurred to me that Ellp is not actually the first start-up I was involved in. Strange how past experiences shape both the present and future and that even the most unrelated stories mold a better you.


On a scale from 1-10, how lucky are you in life?

I do consider myself to be lucky in the way my career developed, but I was always a firm believer that luck isn’t something that is reserved for just a few. You need to earn it, and sweat for it! I guess that I was blessed to get to spend time and work with such awesome people that believed in me so much – these are the people I will look up to forever! I found myself as a CEO at the age of 29, leading a team of around 30 people and managing a multi-million revenue company. Looking back, I realize how sticking through the toughest of times might get you to places that might seem unthinkable at the time. I was lucky to spend time with some exceptional characters and some questionable ones too. At times learning what not to do can be the biggest takeaway.