Varos Ecommerce Verticals

Wellness Subscriptions Market

The wellness subscriptions market eCommerce refers to the online marketplace where customers can sign up for subscription services that provide access to a range of wellness products and services. These services offer a convenient and personalized way for customers to prioritize their mental and physical health and to access a range of wellness products, including supplements, mindfulness tools, aromatherapy, and fitness and wellness classes. 

However, this market is highly competitive, with several companies offering various options ranging from low-cost to high-end personalized plans. These services can include access to licensed wellness professionals and can be customized to meet individual wellness needs. 

Read on to discover more about wellness subscriptions eCommerce benchmarks that can help your business acquire new users.

Average Conversion Rate for Wellness Subscriptions eCommerce

Wellness subscriptions conversion rate benchmarks can help you improve marketing campaigns to help your business succeed in this competitive market.

Your conversion rate (CVR) is an important KPI that’s a percentage of the total number of visitors that sign up for services and become customers. For instance, if you have 200 visitors and 20 of them become customers, your conversion rate is 10%.

Using our conversion rate benchmarks can help you better understand the success or failure of your own efforts, rather than basing decisions only on your past results. You can see below how Varos' real-time benchmarks for this market indicate that the median CVR for Facebook Ads is 4%.

eCommerce Traffic Data for the Wellness Subscriptions Market

Marketing in this competitive market involves leveraging several channels to connect with consumers and offering personalized recommendations and content that speaks directly to their needs and concerns.

This market is a subcategory of the broader health and wellbeing market. Stores within the broader market use a variety of sources to bring in visitors and future customers, such as: 

  • Direct (37.5%)
  • Paid search marketing (31.1%)
  • Email marketing (15%)
  • Affiliate marketing (11.5%)
  • Paid social media marketing (4.9%)

It’s crucial to be aware that businesses do not widely report traffic data. However, the Varos platform aggregates this data to grant deeper insights. 

Our platform demonstrates that the wellness subscriptions market invests in three major platforms: 36% on Google Ads, 58% on Facebook Ads, and 6.8% on TikTok. We can further segment traffic by types of campaigns:

  • Facebook - Prospecting (56%)
  • Facebook - Retargeting (1.7%)
  • Google - Performance Max (11%)
  • Google - Search (23%)
  • Google - Shopping (0.14%)
  • Google - YouTube (1.2%)
  • TikTok - Main (6.8%)

Our data demonstrate that the wellness subscription market depends on the right blend of Google Ads, Facebook Ads, and TikTok Ads.

Average Cost Per Click for Wellness Subscriptions Stores

Brands in this competitive market must be able to effectively reach consumers who are highly discerning and selective when signing up for these types of subscriptions. Therefore, it’s crucial to communicate the benefits of your subscription in both your ad campaigns and the landing pages they direct traffic to.

Cost-per-click (CPC) is one of the most crucial wellness subscriptions eCommerce KPI benchmarks to monitor to help maximize your marketing budget. CPC describes the average cost of all clicks on your ads. It’s crucial that after clicking your ads, visitors reach a carefully crafted landing page ready to convert them into customers.

Below, our platform indicates that the average CPC is $5.66 for Facebook Ads in the wellness subscriptions market. This information can help you evaluate your marketing platforms to grow your business effectively.