7 Ways to Improve Subscriber Conversion Rates for Health and Fitness Apps

The health and fitness app market is more competitive than ever. With thousands of apps offering workout plans, nutrition advice, and wellness tracking, the challenge is no longer just attracting users to your app, but converting them into paying subscribers. Subscription revenue is the lifeblood of these apps, yet many struggle to achieve conversion rates that truly reflect their potential.

In this blog post, we explore seven actionable strategies for boosting subscriber conversion rates for health and fitness apps.

1. Clarify the value proposition early
2. Offer different subscription options and localized pricing
3. Reduce drop-off during payment
4. Create incentives to boost subscriber conversion rates
5. Optimize UI for conversion
6. Leverage social proof and testimonials

From clarifying your value proposition to leveraging behavioral data, these strategies will help you turn casual users into loyal subscribers.

Let’s dive in!

Why conversion optimization matters in a saturated fitness app market

Before we dig into the tips, let's tackle why conversion rate optimization is critical for any fitness or health app. 

Conversion refers to turning a free user, app visitor, or trial participant into a paying subscriber. While the definition may vary from app to app, the goal remains the same: to increase the percentage of users who are actively contributing to your revenue.

Here’s the current state of the health and fitness app market:

• The global fitness app market, valued at $8.1 billion in 2023, is expected to soar to $19.3 billion by 2030. 
• Average conversion rates for health and fitness apps hover around 3–8% from free user to paying subscriber.
• Common pain points include high trial abandonment rates, drop-offs at the payment stage, and insufficient perceived value.

The good news? With focused efforts and the right strategies, you can consistently outperform industry averages and build a thriving subscriber base for your health or fitness subscription app. Here’s how.

1. Clarify the value proposition early

First impressions still matter! When users find your application in the app store or open your app for the first time, they should immediately understand why your service is worth paying for and how it stands out from the competition. 

Your app store listing should present a compelling, benefit-focused message above the fold. Users should instantly know the unique value your app offers.

For instance, take a look at how MyFitnessPal app utilizes a series of screenshots to better convey their value proposition in Apple’s App Store. 

Screenshot of the MyFitnessPal application listing on Apple's App Store

Instead of listing “access to 100+ workouts,” highlight the benefit: “Achieve your fitness goals faster with personalized workouts designed by top trainers.” By focusing on outcomes, you connect directly with user aspirations and have a better opportunity to forge an emotional connection with a potential subscriber. 

Are you up to speed on the most recent iOS payment ruling? Head to our article to learn about how Apple is now permitting external payment links in the United States.

2. Offer different subscription options and localized pricing

Over 70% of today’s users consider personalization a basic expectation. This makes offering tailored plans and offers essential for increasing conversion rates. One effective approach is to provide subscription options customized to users’ preferences, behaviors, needs, or even location.  

What does this mean in practice?

If your premium subscription tier includes all features, such as workouts, nutrition plans, and goal tracking, for $19.99, you could introduce additional options. For instance, offer a basic plan for $9.99 and a standard option for $14.99 with limited features. By addressing diverse needs and budgets, you significantly increase your chances of converting users into paying subscribers, ultimately driving greater revenue.  

Location is another important factor to consider. For example, if your health app subscription is priced at $12.99 in the United States, it’s worth re-evaluating your pricing strategy for regions like Thailand or the Philippines, where both the cost of living and average salaries are lower. Adapting your pricing to regional conditions can make your product more accessible and appealing to a broader audience.

Here’s an example from Strava, using localized pricing for India. An annual subscription, without a discount, costs 2499 Indian Rupees, which converts to around $29. The same annual subscription costs $79.99 plus taxes in the United States.

Screenshot of an X post, showcasing how Strava uses localized subscription pricing for different locations. Here's an example for India. 

Learn how offer localization can boost your conversion rates, and how tools like Core make it easy. 

3. Reduce drop-off during payment

Even the most interested users will hesitate if the payment process is clunky. Making sure the checkout and payment processes are optimized and user-friendly is key to keeping potential subscribers from dropping off at checkout. 

By offering local payment options, you automatically create more trust and authenticity. Apart from offering traditional payment methods like credit cards or PayPal, add options like Pix for those in Brazil or AliPay for China. 

Using local payment methods can also significantly boost payment success rates, which are an essential technical component of conversion rates. Partnering with local acquiring banks improves approval rates and minimizes declines caused by cross-border transaction issues. It also reduces transaction fees and currency conversion costs, making the service more affordable and accessible for your subscription business and its customers.

Consider implementing solutions like Merchant to streamline global payment processing and remove barriers to conversion, while also ensuring tax compliance. 

Learn more about web payments for mobile apps.

4. Create incentives to boost subscriber conversion rates

Creating a sense of urgency can be highly effective in motivating hesitant users to take action. Psychological triggers like scarcity and incentives are powerful tools to nudge potential subscribers toward clicking the “Subscribe” button.

Here are some ideas you could opt for:

• Limited-time offers: “Subscribe within 24 hours for a 50% discount on your monthly subscription,” or follow Sweat’s example and run promotional campaigns like Mid-Year Sales. 

Example of how a fitness app Sweat uses promotional campaigns to convert more users into paying subscribers

• Exclusive content: “Get this month’s special HIIT program by subscribing today.”

• Smart nudges: Use in-app pop-ups or reminders to emphasize time-sensitive offers. Take a look at how YAZIO has perfected this approach with prize wheels and time-limited deals. 

Here's how YAZIO, a weight loss and fitness app, incorporated prize wheels to offer discounts and deals in-app. 

• Run giveaways for subscribers only: “Get a chance to win an annual subscription if you subscribe today.”

By building FOMO (fear of missing out) into natural app flows, you motivate users to act sooner rather than later.

Not sure how to celebrate World Health Day? We've put together creative ideas that health and fitness apps can leverage for World Health Day. 

5. Optimize UI for conversion

UI and UX design can make or break a conversion funnel, especially for fitness and health apps. A cluttered design or poorly placed call-to-action buttons can confuse users, ultimately leading to drop-offs. Here are some things to bear in mind:

• CTA placement: Position CTAs (“Start 7-Day Free Trial” or “Subscribe Now”) where they are most visible, such as immediately after workout previews or at the end of onboarding.

• Visual hierarchy: Use contrast and clean design to naturally guide the user’s eyes towards actionable elements.

• Data-driven design changes: Leverage funnel analytics or heatmaps to analyze user behavior and optimize your app accordingly.

6. Leverage social proof and testimonials

People trust the opinions of others, particularly when it comes to something as personal as fitness. Highlight positive feedback from your users to build trust and credibility. 

What works best for fitness apps?

• Star ratings: "4.8/5 stars from over 10,000 happy subscribers."

• User quotes: "I’ve lost 15 pounds in 3 months thanks to [Your App Name]!"

• Before and after results: Share real-life transformations with high-quality visuals (with user consent).

Seeing proof of your app’s impact can increase confidence and encourage users to subscribe.

Sharing relevant content on your social media channels is equally important. Potential subscribers often visit platforms like Instagram or Facebook to assess your credibility and gain additional insights about your app. They might look for social proof in your posts or read through comments to better understand user experiences. By staying responsive, encouraging community engagement, and making subscribers feel like valued members of your community, you can create a positive impression and inspire potential users to subscribe to your app.

Screenshot from Sweat's Instagram page 

Here’s an example of how Sweat celebrated their eighth anniversary–and what kind of comments their subscribers left on the post, demonstrating their willingness to engage and stay connected. 

7. Follow up with abandoners

What if a user fills out your trial form but doesn’t engage with your content? Or what happens if a user completes the trial and doesn’t convert into a paying subscriber? Don’t give up easily! Instead, follow up strategically to win back subscribers after free trials, as well as those who canceled their subscription. 

You could try sending an email reminding users of their incomplete sign-up ("You’re one step away from achieving your goals!") and including a compelling incentive like a discount coupon. Another idea is to opt for in-app notifications to gently remind users about the benefits they’ll unlock by subscribing (or resubscribing), using subscriber analytics to tailor messaging. These follow-ups can reignite interest and bring abandoners back into the conversion funnel.

Targeting lost subscribers? Make sure you highlight new content, recent updates, and improvements, and ensure you offer a really good deal to win back the users who are price-conscious!

Take the first step toward better conversions

Improving subscriber conversions in health and fitness apps is an ongoing process. From clarifying your value proposition to following up with abandoners, each strategy helps refine the user experience and deliver greater value. But remember, no strategy works without constant testing and iteration.

Want to take subscriber conversion optimization to the next level? See how Cleeng’s retention-first platform can transform your app’s subscriber funnel.