How Famous Smoke Shop prevented $2M in revenue loss using Noibu
TL;DR
Famous Smoke Shop, a leading US-based online cigar retailer, partnered with Noibu to modernize their ecommerce monitoring during a high-stakes platform migration. In 18 months, they identified and resolved hundreds of conversion-impacting errors—preventing over $2 million in annual revenue loss (ARL). With Noibu’s real-time error detection and Jira integration, they transformed sprint planning, saved developer hours, and made their checkout more resilient and customer-centric.
The challenge: Millions of sessions, zero visibility
Before Noibu, Famous Smoke Shop’s team relied on heatmaps, session replays, and customer complaints to uncover site issues—an approach that was reactive, incomplete, and time-consuming.
“We were still relying on customers to tell us something was broken, That just doesn’t scale for an ecommerce business processing millions of sessions annually.”
— John Lamberti, COO
During their frontend migration to Magento, they needed precise, real-time insights into what was breaking—before repeating past mistakes on the new platform.
The solution: Real-time, developer-ready error insights
When they trialed Noibu, the results were immediate. The platform detected numerous high-impact errors that were silently eroding conversions, and surfaced:
- Reproduction steps
- Technical diagnostics
- Revenue loss estimates
- Root causes (browser, device, third-party JS, etc.)
“Noibu not only flags errors—it shows what’s broken, what it costs, and how to fix it.”
— John Lamberti, COO
Integration with Jira made Noibu’s insights actionable. Now, every sprint starts with Noibu tickets prioritized by potential revenue impact—streamlining how their dev team works.
The results: Millions saved, process transformed
Once Noibu was implemented, Famous Smoke Shop’s dev workflow transformed. Instead of reactive fire drills, they now rely on real-time alerts, Jira-integrated error triage, and clear prioritization by revenue impact.
“If we just pull up our dashboard, you can see that hundreds of thousands of dollars worth of errors have already been resolved. Even millions in some cases. That part speaks for itself.”
— John Lamberti, COO
Over the first 18 months:
“The best part is being notified while the error is happening in real-time. From a QA standpoint, we no longer have to wait for our customers to notify us of site errors and then go and mimic what’s happening.”
— John Lamberti, COO
“Noibu saved us from watching countless sessions. We just rely on it to point out where things are breaking, across browsers or third-party scripts. It's a huge time saver.”
— John Lamberti
Noibu’s impact went beyond just revenue. It changed how the team works:
“We’re definitely a happy customer. I as well as my IT team see the long-term benefit of keeping Noibu as a partner, especially for the in-depth insights that the platform offers.”
— John Lamberti, COO
Why it matters to ecommerce leaders
For ecommerce teams dealing with high session volume, third-party complexity, or migration stress, Famous Smoke Shop's story highlights a clear path forward:
- Noibu detects revenue-impacting issues before customers complain
- Developers receive the exact stack trace, context, and device-specific details
- Issues are turned into Jira tickets prioritized by business impact
- Sprints run more efficiently, and teams reclaim hours for innovation
“Noibu is able to dive into areas that you may think are working but really could be missed opportunities for conversions. Could be a piece of Javascript misfiring, a broken link, or an image error—little things like that add up and lead to a loss in revenue.”
— John Lamberti, COO
When the team launched a new checkout flow and payment gateway, they relied on Noibu to validate everything in production:
“We were able to completely eliminate any errors in the new flow. Noibu was our post-deploy safety net.”
— John Lamberti
“Even though we’re going to be on a more stable platform (Magento), there are always issues that could pop up that could be a disadvantage for us and our customers.”
— John Lamberti
