CUSTOMER STORY
Hears is an Amsterdam brand making high fidelity earplugs that lower the volume without killing the sound. Over 500,000 customers, more than 10,000 five star reviews, and a Red Dot award.
Industry
Hearing protection
Location
Amsterdam, Netherlands
Platform
Shopify Plus
Powered by
Twini, AI product assistant
revenue per visitor
average order value
reached checkout
Challenge:
Hears sells a considered product. Before adding to cart, shoppers had real questions about strength, fit and the right pair for their use, which a static product page could not answer in the moment.
Solution:
Hears put Twini, an AI product assistant, on its product pages, then measured the impact with a controlled A/B test across the whole store, not just the people who chatted.
A considered product, full of pre-purchase questions
You can't try earplugs before you buy them, and Hears sells a product people weigh up. Before they add to cart, shoppers arrive with real questions a product page rarely answers at the right moment:
What's the difference between 20 and 25 dB?
How do I pick the right tip size?
How many dB do I need for a motorbike?
Can I still hold a conversation with them in?
How do I clean them?
How do they compare to foam or silicone?
Every one left unanswered is a reason to leave.
An AI assistant on the page, right when shoppers hesitate
So Hears put Twini on the product page: an AI assistant trained on its catalogue that answers in plain language, points people to the right model, and handles size, strength and care questions across markets and languages, exactly when someone hesitates.
Measured across the whole store, not just the chats
First, the shoppers who used it. In 30 days, Twini handled 10,412 conversations, pointed shoppers to products 12,119 times, helped add 3,103 products to cart, and was credited with 2,900 sales.
Engaged shoppers always look good, though, which is why Hears 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.
"Most tools take credit for people who were going to buy anyway. Twini let us check it properly. We split the traffic, measured the whole store, and it still came out ahead. The bonus was everything we learned from the chats." — Bob Verlaat, founder of Hears
It compounds cleanly. More visitors converted, and the orders themselves grew: conversion up 4.03%, average order value up 9.73%, units per order up 10.37%, and reached checkouts up 7.77%. Together that lifted revenue per visitor by 14.16% across the whole store, measured against a holdout rather than just the shoppers who chatted.
The conversations rewrite the product pages
The chats pay off twice. Twini captures every conversation, the real questions and the exact words shoppers use, and turns the recurring ones into product page content automatically. Each page gets a self updating FAQ, richer product data written into Shopify metafields, and structured schema added to the page's HTML, with no manual work from the team.
That matters beyond the store. Shopify ships only basic product markup, so specs, reviews and FAQs stay invisible to Google and to AI answer engines. Twini fills the gap with question first, structured content, the format those engines read and quote. So Hears now turns up in AI search, for the same kind of questions shoppers ask on the page.
"We thought we knew what customers asked. The real questions were simpler and more specific, like which strength for a motorbike. We built the pages around those." — Bob Verlaat, founder of Hears
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