How Ōura uses Noibu to eliminate ecommerce friction and boost conversions with AI-powered insights

Ōura, the health tech company behind the industry-leading Oura Ring, relies on Noibu to uncover hidden site issues, protect revenue, and enhance its ecommerce performance.

Online performance matters—especially for brands like Ōura, where precision, trust, and experience are core to the product. As the company scaled its ecommerce operations, the engineering team needed a way to detect and prioritize bugs impacting site conversions—without slowing down development velocity.

To solve this, Ōura brought in Noibu: a platform purpose-built to monitor ecommerce issues, uncover friction points, surface conversion opportunities and help teams fix them fast.

Solving hidden revenue loss

Research shows that technical issues—especially silent ones—can account for up to 17% of lost ecommerce revenue. Before using Noibu, these issues were hard to detect and even harder to prioritize.

“In our first phase, we're positioning Noibu as both our reactive and preventative strategy for resolving customer pain points on our site. The problem aggregation and quantification aspects allow us to prioritize the most impactful issues, while Noibu’s diagnostic tools dramatically reduce our time to resolution. Knowing there's a problem is important. Knowing the benefit of solving it is essential."
— Ben Stendahl, Sr. Director of Engineering, Ecommerce at Ōura

What Noibu helps Ōura do:

Ōura’s ecommerce team uses Noibu to:

• Automatically detect high-impact bugs: Noibu surfaces site errors that hurt conversions and prioritizes them based on revenue and customer impact.
• Speed up triage and debugging: With diagnostic tools that pinpoint root causes, engineers resolve problems faster—without digging through logs or guesswork.
• Improve conversion and customer satisfaction: By removing friction in the buying experience, the Ōura team ensures their online store reflects the same precision as their product.

Engineering for better experiences

Ōura’s mission is to help people live healthier lives with personalized health insights—delivered seamlessly through the Oura Ring and its supporting digital platforms. That mission extends to the ecommerce experience.

“Ōura represents the future of digital health—and digital experience. We're proud to support their continued growth and help ensure their ecommerce site performs as flawlessly as the product itself.”
— Kailin Noivo, President and Co-Founder of Noibu

🎉 Win a free Ōura ring!

Visit Noibu at eTail Boston or sign up for a free checkout audit to enter the giveaway!

📅 August 11–13
📍 Sheraton Hotel, Boston – Booth #514