Free-to-Paid Conversion UX for a Health App

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How do our paid programs work?

HealMeRight provides online programs to cure lifestyle induced metabolic disorders (such as PCOS, hypothyroidism, diabetes) using ayurveda and clinical nutrition - www.healmeright.com.

Our program consists of a 1-, 3- or 6-month long subscription. When a user X purchases one of our programs, the health coach sets up the initial consultation meetings with the user. After 2-3 days, a detailed plan is published for the user in the user mobile application. Over the duration of the program, the user gets

• Regular consultations with both experts (ayurvedic expert and clinical nutritionist) which happen over google meeting/zoom video calls
• Detailed meal plans including planned meal suggestions (names, recipes etc. – NOT prepared meals), which are published in the user mobile app
• Meal plan revisions from time to time based on user preferences, health improvement, season etc., which are published in the user mobile app too.
• Lifestyle habits and food habits guidance from the coach from time to time delivered in two forms –
  • curated content for the user which is delivered through the user mobile app and is aimed at nudging the user to make positive changes in habits
  • regular meetings with the health coach (the clinical nutritionist also doubles up as a health and habits coach), which happen over google meeting / zoom calls
• Any prescriptions for supplements as deemed fit by any of the experts, which are published in the user mobile app

The Challenge

The mobile app provides the above experience for ONLY those users who have a paid plan subscription. However, all of the above screens are locked for users who have not paid for a plan yet (as the information provided on these screens can't be prepared without expert consultations which happen only after payment). Please note: The said mobile is close to the launch, it hasn't been launched yet.

The Opportunity

It is highly likely, that the users who have downloaded our application, might be suffering from one of the disorders for which we provide a curated program. It makes them a target for acquisition as paid customers, ONLY IF we can engage them appropriately and nudge them into a decision to purchase one of our paid plans.

Problem statement

Suggest an outline of the user experience (UX) to engage, nudge and convert those users who download the app but have not yet registered for any of the programs, into paid users for one of our programs.

You may detail the user journeys for one particular health disorder (PCOS, Hypothyroidism, Diabetes, Weight loss). However, the identification of the specific disorder, most relevant for a given user, might itself require certain steps in the user journeys to be implemented. Please note: This problem statement pertains specifically to the mobile application. Please do not elaborate upon improvements in the website which are underway separately.

User journey hints

Part 1: What will you like them to do on the page they have landed on when they sign in to the application (but haven't purchased a plan yet)?

• This step should help you decide what you want your user to do on this page and what kind of CTAs will you plan on this landing page.
• The average price of these programs is about 1500-2500 INR per month. A 1-month program is priced at about INR 2500, 3-month program at INR 6000 and a 9-month program, about 13,500/-
• Please note that only 10% of users who have paid for the plans, do so within 1-2 days of discovering us. For the other 90%, it takes some courtship and engagement for anywhere between 1 week to all the way up a couple of months, before they place their order.
• What kind of actions will you like these users to take on the landing page to nudge them closer to a buying decision, keeping in mind that some might convert immediately but other might have to be engaged as free users who keep coming back to the app, until they make a purchase decision?
• Knowing the various possibilities here will help you take better decisions in parts 2 & 3

Part 2: How will you capture user's curiosity & keep their interest while they are on this page?

• Think about how these users came to know about us in the first place. What are they looking for? How did they discover you? What does that tell you about them?
  • They could have downloaded the app after an ad was shown to them as a part of our marketing campaigns. In these ads we talk about how these disorders can be treated / reversed with right nutrition based on principles of both ayurveda and modern nutrition.
  • They could also be individuals who landed on the app store through a referral / word of mouth from one of our existing registered users.
• Would you like to have different messaging on the campaign landing pages for the above two different categories of users?
• Is there something you might want to know more about them to decide what your message to them should be?
• Since most users don't make a purchase decision the first time when they download the app, what experience will you like to create for such users to give them a compelling reason to keep coming back to the app?

Part 3: What will you want to ask from them or tell them?

• Could the user also have questions that they will like to discuss before they make a purchasing decision? What will be a good experience to answer those questions?
• How will you build enough trust with the user for them to take a decision to pay an amount of the order of 2.5K-13K to HealMeRight?

It might help to do a bit of competitive research for other businesses and their marketing campaigns, conversion funnels etc. who may be solving a similar problem.