Installments and duties messaging: +25.2% revenue per session
Test run byPrismflyCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding Shop Pay installments, showing installment messaging earlier and testing how taxes and duties appear for overseas shoppers lifted revenue per session by 25.2% and transactions by 16.5%.
Prismfly ran these tests for hair extensions brand Luxy Hair.
Results cover the whole workstream, so no single change gets the credit.
- Transactions: +16.5%.
- Revenue per session: +25.2%.
- Add to cart rate: +13.3%.
- These are combined results for several tests. Per-test figures, sample sizes and durations were not shared.
The change
Installment and duties messaging appear on the product page, not just at checkout.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Buy now, pay later options only showed up at checkout. International shoppers had no clear view of how taxes and duties would be handled.
Variant
Shop Pay installments were added and installment messaging appeared earlier, with several versions tested. Separate split tests compared including taxes and duties in the product price against calculating them at checkout, by country.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Luxy Hair has a fairly high order value. Splitting the price into installments makes it feel more affordable.
- Showing payment options before checkout removes a worry earlier in the visit.
- Unclear duties make international shoppers hesitate at the final step. Clear handling removes that surprise.
Caveats: This was a bundle of installment and duties tests, and results are reported for the workstream as a whole, not per test. Sample size and duration were not shared.
Who ran it
Prismfly ran this test for Luxy Hair and published the results (Prismfly case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Prismfly →
How to run this test on your store
- Hypothesis
- If we show installment pricing on the product page and make duties clear for international shoppers, then transactions will rise because the price feels manageable and there are no surprises at checkout.
- Primary metric
- Revenue per session
- Guardrails
- Checkout abandonment rate
- Average order value
- Share of orders paid in installments
- Who should test it
- Stores with higher order values and a meaningful share of international shoppers. It matters less for low-priced items or stores that only sell domestically.
Questions
Should I show buy now, pay later on product pages?
For higher-priced items it often helps to show the installment amount near the price.
Luxy Hair tested several versions of the messaging, so test the wording and placement too.
Should prices include duties for international shoppers?
There is no single answer. Luxy Hair split tested including duties in the price against calculating them at checkout for different countries, which is the safest way to decide.
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