The impact of the enhanced heat transfer performance of longitudinal fins on the entire process of melting and solidification in a phase change heat storage unit is investigated through experiments and numerical simulations in this paper. The position and structure of the longitudinal fins are optimized by using the response surface method while ensuring that the total volume of the heat storage medium remains unchanged. Studies have identified that some challenging zones in melting and solidification significantly impact the heat transfer of the entire heat storage cycle. Specifically, the challenging zone in melting primarily exists in the lower part of the unit during the charing process, while the challenging zone in solidification is mainly distributed around the unit during the discharging process. Through optimization, the optimized structure (fin spacing is 22.5 mm, fin width is 6.05 mm) can reduce the charging and discharging time by 16.94 % and 45.90 %, respectively. Additionally, the round trip time is significantly reduced by 39.19 %, and the mean heat absorption rate during the melting process is enhanced by 20.28 %. Moreover, the mean heat release rate during solidification is enhanced by 80.23 %.