This experimental investigation embarks on exploring a novel approach to enhancing the effectiveness thermal of the systems of latent heat thermal energy storage (LHTES). The investigation concentrates on incorporating perforated fins into a vertical design of shell-and-tube heat exchanger. The primary objective is to address the inherent low thermal conductivity of phase change materials (PCMs) while harnessing the benefits of buoyancy-induced convection within the PCM. For the experimental setup, the researchers used lauric acid as the PCM, which was placed in the shell side of the heat exchanger. Water was used as the fluid of transferring heat, circulating through the inner of tube. Transparent Plexiglas was used for the shell, while copper was selected for the fins and tubes. The researchers examined the melting behavior of the system under varying inlet water flow rates varying between 0.5 and 1 L/min, and inlet temperatures between 55 and 65 °C as well. The test outcomes reveal that the perforated finned heat exchanger design significantly outperformed the finned solid configuration. Specifically, the perforated finned design demonstrated a remarkable 30% improvement in the average Nusselt number over time. This enhancement is attributed to the perforations’ ability to intensify the convective flows within the liquefied PCM, resulting in increased heat transfer rates. Additionally, the perforated fins achieved a noteworthy 7% reduction in total melting time. These findings underscore the significant potential of strategically designed perforated fins in enhancing the thermal efficiency and energy storage capacity of LHTES systems. Optimizing the fin design to promote convection offers a promising path toward more effective and sustainable thermal energy storage solutions for diverse applications in energy management. Further research is recommended to determine the optimal perforation characteristics for maximizing system performance.