# Installments and duties messaging: +25.2% revenue per session

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Payment icons, express checkout & BNPL, Headlines, product titles & copy, Shipping & delivery messaging
- Test run by: [Prismfly](https://liftarchive.com/practitioners/prismfly/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://prismfly.com/case-study/luxy-hair-installments-messaging
- Page: https://liftarchive.com/test/luxy-hair-installments-and-duties-messaging/

Adding 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.

## Result

**+25.2% revenue per session**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Checkout abandonment rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Prismfly ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/luxy-hair-installments-and-duties-messaging/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.