How leading ecommerce teams use Noibu Issues to turn errors into business decisions

Every ecommerce site has errors. Hundreds of them. JavaScript exceptions, broken checkout flows, failed API calls, unresponsive buttons that customers quietly abandon and never mention. The challenge has never been finding errors — it's knowing which ones are actually costing you money.

Without that context, ecommerce and engineering teams face an impossible choice: fix everything and burn sprint capacity on issues that barely affect customers, or wait for complaints to surface and react too late. Neither approach scales. Neither protects revenue.

Noibu Issues was built around a different premise entirely — that errors aren't just technical problems. They're business decisions. And the teams that treat them that way consistently outperform those that don't.

From noise to prioritization

Matthew Medlyn, Head of Ecommerce at Graham & Green, describes a pattern familiar to most ecommerce operations teams:

"Many ecommerce teams rely on tools that surface errors… eventually. But without business context or error prioritization, dev teams often get stuck in a reactive loop, chasing bugs with no clear ROI."
— Matthew Medlyn, Head of Ecommerce, Graham & Green

The result is a backlog that never gets shorter, stakeholders who don't trust the data, and errors that live on the site for months without anyone understanding their real cost. Kathryn Hutchison, VP of Ecommerce at alphabroder, experienced this firsthand:

"Before Noibu, we were losing a ton of time replicating issues. We realized that our current analytics capabilities, both on the website and SysOps, weren't giving us enough details for our developers to effectively identify and solve problems. Quantifying error impact, efficient prioritization, and providing technical details are the gaps that I saw Noibu filling in our tech stack."
— Kathryn Hutchison, VP of Ecommerce, alphabroder

The gap Kathryn describes isn't a tooling gap — it's a context gap. Bugs don't come labeled with their revenue impact. Without that label, every issue looks equally important, and prioritization becomes guesswork.

Issues: Errors that speak the language of the business

Noibu Issues surfaces every front-end error detected across a site and assigns each one a revenue impact score based on how many customers encountered it and what it's costing in lost conversions. Instead of a raw list of JavaScript exceptions, teams see a prioritized queue of the issues most likely to affect their bottom line — with enough technical detail for developers to reproduce and resolve each one without additional investigation.

The effect, for teams that adopt it, is a fundamental shift in how ecommerce and engineering align.

Todd Purcell, Senior Director of Ecommerce Engineering at Ariat, put it plainly:

"The alignment of errors with profit has been a game-changer for me. Noibu's ability to quantify the financial impact of errors is unparalleled. Knowing which errors result in revenue loss and whether they warrant inclusion in a release or hotfix has been exceptionally valuable."
— Todd Purcell, Senior Director of Ecommerce Engineering, Ariat

At Graham & Green, the shift changed how the development team engages with the backlog: "Noibu gives our developers the confidence to act. It translates errors into real business impact, so they know what to fix and why. It's helped us stop being reactive and start getting ahead of issues before they escalate."

"You might only need to fix 5-10% of your errors"

For ETAM Group, one of Europe's leading fashion retailers, Noibu Issues became the backbone of a broader data-driven operating model. The digital factory team runs on OKRs and expected the same rigor from their error management.

"You might only need to fix 5–10% of your errors to drive real impact. In our product team, we work with OKRs, and our entire ecommerce strategy is built on data. That's why Noibu helps us apply the same data-driven approach to error management, making it more structured and focused on impact."
— Sébastien Ribeil, Head of Digital Factory, ETAM Group

The shift in approach extended across how the team works. Before Noibu, errors that couldn't be reproduced were sometimes abandoned entirely. "With Noibu, we don't have to give up on reproducing and resolving errors. Before, if we weren't able to reproduce an error, sometimes we were forced to give up and say 'okay, we can't reproduce it, next time you see this issue, send us the information.' Now with Noibu, we have everything we need to reproduce it right away."

The cultural impact was equally significant. "Everyone on our team feels more confident. We don't want to have it in the back of our heads that we have bugs that are losing us money and we can't do anything about it. Instead, Noibu has helped us fix our mindset and focus on the goals we want to achieve."

"I love being able to put a dollar amount to our errors"

At Nudestix, a fast-growing DTC beauty brand on Shopify Plus, the prioritization problem had a different shape. Martine Knight, Sr. Ecommerce & Digital Manager, describes the before state: "Before Noibu, we were only really reporting on the more cosmetic issues, because we could see them, but there were things happening in the background that we wouldn't have ever known about."

Without revenue context, the right priorities were nearly impossible to identify — or defend to stakeholders. With Noibu Issues, that changed.

"I love being able to put a dollar amount to our errors. So we actually know what level of priority it should be. I think that's the most useful instance of Noibu, for sure."
— Martine Knight, Sr. Ecommerce & Digital Manager

In just four months, Martine's team resolved 32 high-priority issues — attributing $96,481 in recovered revenue directly to those fixes. "Being able to quantify errors resolved based on revenue saved is irreplaceable for me."

The accessibility dimension matters here too. Martine isn't a developer. Noibu Issues gave her visibility into — and ownership over — issues that would have been invisible otherwise. "I can't read code. That's not what I'm here to do. Whereas once we implemented Noibu, these issues were being brought to our attention. It was a much easier way for us to identify things that were happening in the background that may not have even been discovered."

$6 million and counting

Ryan Wittman, Business Insights & Growth Marketing at Weyco Group, has been using Noibu for two years. In that time, his team has tracked and resolved errors that contributed to $6 million in protected top-line revenue.

The way Ryan frames the platform cuts through the typical software ROI story:

"Noibu is like a loss prevention tool, similar to a store having a security system or guard."
— Ryan Wittmann, Business Insights & Growth Marketing, Weyco Group

The comparison is precise. You don't see the benefit on the days nothing happens. You see it on the days something does — and you caught it before it cost you.

The impact extended beyond revenue. "Noibu provided clarity into our issues. It took the human, subjective element as well as the unknowns that can lead to distrust, bad relationships, and friction, out of the equation. It really strengthened relationships between the customer service and the web team and the marketing team and the web team, because it is such an objective tool that clearly tells us the impact and scope of a particular error."

Before Noibu, resolving bugs was reactive — driven by complaints and guesswork. "Before Noibu, addressing bugs for us was more of a reactive strategy, and now we are able to track and resolve them proactively before anybody even notices them. That shift from reactive to proactive is a major win."

What changes when errors become business decisions

Across every team that uses Noibu Issues, a consistent pattern emerges:

• Sprint planning changes. Instead of debating which bugs to prioritize, teams bring Noibu revenue impact data to sprint planning and let the numbers drive the decision.
• Developer confidence goes up. Engineers know which fixes will move the needle — and can close issues with confidence rather than uncertainty.
• Cross-team friction drops. When revenue impact is visible and objective, the conversation between ecommerce, engineering, and leadership shifts. Errors become shared business problems, not blame.
• Errors that would have gone unfixed get resolved. The most persistent finding across Noibu customers is the same: issues that had been living on their site for months — sometimes years — get surfaced and resolved within weeks.

About Noibu

Noibu is the leading ecommerce analytics & monitoring platform, purpose-built to help retailers protect and grow online revenue. By unifying site monitoring, experience analytics, and conversion growth opportunities in a single pane of glass, Noibu captures the most important end-to-end shopping data, without the complexity of traditional analytics tools. 

Noibu surfaces critical site errors, performance issues, and customer journey friction that block conversions, then ties every insight directly to business impact, session replays, and full technical context. This makes it easy for ecommerce teams to understand why things are happening and what to prioritize, without dedicated analytics headcount.

The result: faster decisions, better collaboration across teams, optimized customer experiences, and revenue growth.