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Abstract Although behavioural change support systems have proven to be effective in changing user’s behaviour, the need to design effective persuasive systems that optimize persuasive experiences of users continue to remain a challenge. This study seeks to contribute to existing literature that aims at addressing this challenge. Using stratified random sampling technique, 23 health and fitness iOS and Android apps were selected. User reviews of each app were downloaded and compared with the corresponding persuasive systems features using cluster analysis. The findings demonstrated that more system features do not produce higher positive sentiment. It was also observed that apps with more social support features were associated with higher frequencies of fear, sadness and anger related sentiments.