CUSTOMER STORY

How Hang Eleven turned sizing and fit questions into sales

Hang Eleven added Twini's AI assistant to its Shopify store, then ran a controlled test to see what it did across the funnel.

About

Hang Eleven is an Amsterdam lifestyle label making adventure-ready menswear built around freedom, the outdoors and good design. Started in 2019 out of a love for surf and travel, worn by creators like Jay Alvarrez, with a flagship store on the Haarlemmerdijk.

Industry

Fashion, menswear

Location

Amsterdam, Netherlands

Platform

Shopify Plus

Twini, AI product assistant

+13.78%

revenue per visitor

+9.62%

average order value

+7.77%

reached checkout

Challenge:

Hang Eleven sells fashion online, where the hardest part is buying without trying. Sizing, fit, fabric and shipping questions pile up before checkout, and the ones that go unanswered turn into bounced carts or costly returns.

Solution:

Hang Eleven put Twini, an AI assistant, on its product pages and home page, then measured the impact with a controlled A/B test across the whole store, not just the people who chatted.

The challenge

Buying fashion online, without trying anything on

You can't try clothes on before you buy them online, and Hang Eleven sells pieces people weigh up: which size, does it run true, what is the fabric, slim or relaxed, when does it ship, how do returns work. Before adding to cart, shoppers arrive with real questions a product page rarely answers at the right moment:

Does it run true to size?
I'm between sizes, which should I pick?
What's the fabric and how does it feel?
Is the fit slim or relaxed?
How long does delivery take?
How do returns and exchanges work?

Every one left unanswered is a reason to leave, and in fashion it is also a reason to return.

The solution

An AI agent on the PDP, adapting product descriptions in real time

So Hang Eleven put Twini on its product pages: an AI assistant trained on the catalogue that answers in plain language, recommends the right size from how a shopper usually fits, explains fabric and care, and handles shipping, returns and exchange questions too, across markets and languages, exactly when someone hesitates.

It doesn't stop when the chat ends. What Twini learns in a conversation feeds back into the product page, enriching the existing description and personalizing it for that shopper in real time. The things they asked about, fit, fabric, how it wears, get expanded and brought to the front, written around what they care about. Someone worried about sizing sees the fit notes surfaced, someone asking about materials gets fabric and care spelled out. Each shopper reads a richer, more relevant version of the page, shaped by their own question instead of one generic block of copy for everyone.

The results

Measured across the whole store, not just the chats

First, the shoppers who used it. In 30 days, Twini handled 5,669 conversations and pointed shoppers to products 6,608 times. The shoppers who chatted converted at 17.23%, and 21.97% of chats ended with a product in the cart, well above the site average.

Engaged shoppers always look good, though, which is why Hang Eleven measured the whole store. Using Intelligems, tens of thousands of visitors were split in two. Half saw Twini, half did not, and everyone counted, including those who never opened it.

"Twini answers the questions our shoppers used to bounce on. Sizing, fit, fabric, shipping. The questions that used to kill conversion now close it." — Bas Korendijk, Head of Customer Experience at Hang Eleven

It compounds cleanly. More visitors converted, and the orders themselves grew: conversion up 3.79%, average order value up 9.62%, units per order up 10.41%. Together that lifted revenue per visitor by 13.78% across the whole store.

The bonus

Conversations beyond the product page

Twini isn't only on the product page. A chatbar sits on the home page too, so the conversation can start the moment someone lands, not just once they've found a product. Shoppers can say what they're after, a matching set for a trip, something for warm weather, a true-to-size fit, and Twini guides them straight to it, like a stylist on the floor of the Amsterdam store.

It turns a static storefront into something that answers, recommends and styles in real time, on every page and in every market.

"It's like putting our Amsterdam store team on the site, around the clock. Shoppers get the right size first time, and we spend a lot less time answering the same sizing and returns questions by hand." — Bas Korendijk, Head of Customer Experience at Hang Eleven

Product

Customers

How it works