Measuring the ROI of FSA/HSA Enablement

Know which numbers to track, and prove the value of your investment in Burst.

FSA/HSA enablement isn't just a “nice to have.” For health and wellness brands on Shopify, it's a revenue unlock that drives higher conversion, bigger carts, and more loyal customers.

But how do you measure that impact? This guide walks you through the KPIs and frameworks that leading merchants use to calculate ROI.

Why ROI Looks Different for Benefits Spending

Unlike discounts or promotions, which lower your margin, FSA/HSA enablement creates new spend by unlocking pre-tax dollars. That means the ROI compounds over time.

• More conversion → shoppers complete more checkouts because eligibility is clear.

• Higher AOV → shoppers add extra products since they're “spending free money.”

• Better retention → once customers get reimbursed successfully, they come back.

The result: ROI is not a one-time bump — it's an ongoing lift.

The Core Metrics to Track

1. Conversion Rate on Eligible Products

• Definition: % of PDP sessions that convert for products tagged ✅ or 📄.

• Why it matters: Badging, nudges, and Burst reassurance reduce friction and increase add-to-cart.

• How to track: Segment conversion by eligibility tags in Shopify Analytics.

2. Average Order Value (AOV)

• Definition: The average dollar value of orders containing eligible items.

• Why it matters: FSA/HSA shoppers typically spend 20–30% more because they're drawing from pre-tax accounts.

• How to track: Compare AOV of carts with eligible items vs carts without.

3. Subscription Retention

• Definition: % of subscribers who stay active after 3, 6, 12 months.

• Why it matters: Burst's recurring reimbursements keep subscriptions alive where payment-based solutions fail.

• How to track: Compare churn between eligible subscription SKUs and non-eligible subscriptions.

4. Repeat Purchase Rate

• Definition: % of customers who return within 90 days for another eligible product.

• Why it matters: Once shoppers trust the reimbursement process, they prefer your store for future purchases.

• How to track: Use Shopify cohort analysis or tools like Lifetimely.

5. Reimbursement Success Rate

• Definition: % of Burst-submitted claims successfully approved by TPAs.

• Why it matters: High approval rates = less CX burden + more loyalty.

• How Burst helps: Because Burst works directly with healthcare providers + TPAs, approval rates are best-in-class.

How to Attribute Impact to Burst

Merchants often ask: “How do I know this lift came from FSA/HSA enablement?”

Here's how to isolate impact:

• A/B test eligibility badging on PDPs (enabled vs hidden).

• Compare pre vs post-Burst conversion rates on eligible SKUs.

• Survey customers at checkout: “Did you choose this product because it's FSA/HSA eligible?”

• Track repeat purchase uplift specifically for shoppers who connected Burst.

Case Study Snapshot (Sample Metrics)

A wellness brand using Burst saw:

• +28% conversion on PDPs with eligibility badging

• +32% AOV on carts with eligible SKUs

• +41% subscription retention (supplements with Burst vs without)

Common Mistakes Merchants Make

• Looking only at top-line sales. The bigger story is retention + LTV.

• Not segmenting data by eligibility. You can't measure lift if you don't separate eligible vs non-eligible SKUs.

• Ignoring CX signals. If support tickets about FSA/HSA drop, that's a hidden ROI win.

How Burst Makes ROI Visible

Burst helps you prove ROI automatically:

• Auto-tags products with eligibility

• Tracks claims and approval rates

• Surfaces dashboards showing conversion, AOV, and retention impact

• Provides reporting you can share with your ops or finance team

👉 Want to see the ROI benchmarks across brands like yours? See how Burst works for merchants.

Next Steps

1. Identify your eligible catalog and tag products with Burst.

2. Track conversion, AOV, subscription retention, and repeat purchase rates.

3. Compare metrics pre vs post Burst to quantify ROI.

4. Share ROI data internally to prioritize FSA/HSA enablement across campaigns.

The Bottom Line: ROI on Burst isn't just about one campaign. It's about permanently unlocking pre-tax spending power — fueling conversion, retention, and loyalty at every step.

References

[1] IRS Publication 502, “Medical and Dental Expenses.”
[2] Burst. “Boost sales with friction-free FSA/HSA checkout.” getburst.com