How ETAM protected $14M in revenue by fixing what traditional QA missed

From bug chasing to business protection

Before implementing Noibu, ETAM's QA process relied on customer complaints, internal support teams, and automated non-regression testing to catch bugs—often after revenue had already been lost. However, bugs buried deep in the checkout flow or tied to specific browsers and devices were nearly impossible to detect or prioritize.

"We have very big ambitions, so being proactive is really important for us. We can't afford to lose money to bugs and anomalies.”

— Sébastien Ribeil, Head of Digital Factory at ETAM Group.

Everything changed when the team implemented Noibu, a platform purpose-built for ecommerce error monitoring, root cause analysis, and conversion protection. It gave them visibility they had never had before.

“The impact of Noibu is that we're not blind anymore about the bugs we have. I'm a lot more confident when we release a new version of the site. We know which device the user is on, what they're navigating, what the customer is seeing, and when and where they're seeing bugs. We have a lot more information than we had before."

— Sébastien Ribeil, Head of Digital Factory at ETAM Group

With real-time, session-level data, ETAM embedded a new level of confidence into their digital QA strategy—resolving issues before they could disrupt conversions or customer experience.

Confidence in every code release

New code deployments always carry risk. At ETAM, that used to mean unease. Now, Noibu monitors every release, transforming how QA and engineering teams work.

"We never need to abandon a Noibu ticket because we have all the information we need. It’s a different mindset and a different process."

— Sébastien Ribeil, Head of Digital Factory at ETAM Group

Noibu’s impact on ETAM’s workflow:

• Engineers reproduce errors faster and with more clarity
• QA no longer spends hours chasing vague bug reports
• Fewer bugs are abandoned due to missing data
• Teams release faster, with greater confidence

What once took days is now resolved in minutes.

Debugging in minutes, not days

Before Noibu, Ribeil estimated that around 15% of bugs were abandoned due to missing reproduction data. Now, nothing is left to chance.

“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."

— Sébastien Ribeil, Head of Digital Factory at ETAM Group

Noibu provides precise reproduction data—browser, device, user actions, and impact—enabling smarter, faster development. It also allows engineering teams to prioritize by business impact.

”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 at ETAM Group

The hidden iOS WebView checkout failure 

One of the most impactful bugs Noibu surfaced was entirely invisible to traditional QA. The issue? A checkout failure that only occurred in Instagram’s iOS in-app WebView.

Users clicking “Pay with Card” inside Instagram would see the page hang and fail—killing conversions from paid traffic without leaving a trace.

Noibu uncovered the issue, quantified the conversion and revenue loss, and enabled a rapid fix.

"That was our first fix with Noibu—and without the platform, we might never have found it. That’s a big deal.”

— Sébastien Ribeil, Head of Digital Factory at ETAM Group

This single resolution saved hundreds of sessions weekly, directly protecting high-value traffic from paid marketing campaigns.

Culture shift and team confidence

The benefits went far beyond the technical:

• Business teams still report bugs, but now dev and QA already have the data
• Debugging time turned into productive build time
• QA is now a strategic growth lever, not just a technical function

"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."

— Sébastien Ribeil, Head of Digital Factory at ETAM Group

Noibu even outperformed other tools in their stack by comparison.

"We’ve tried using a find-and-fix module in a UX analytics tool, but it didn’t provide the level of detail or actionable insight we get from Noibu."

— Sébastien Ribeil, Head of Digital Factory at ETAM Group

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From error tracking to conversion optimization

ETAM’s QA transformation wasn’t just about fixing bugs—it removed critical blockers to revenue, satisfaction, and growth.

In one year:

• 57 critical issues resolved
• $14M+ in revenue protected
• Dev and QA workflows streamlined
• Proactive mindset adopted across teams

For ecommerce leaders prioritizing conversions, experience, and growth, ETAM's story is a clear signal:

• To scale with confidence, you need visibility. 
• To protect revenue, you need impact-based prioritization. 
• To build trust, you need to fix what no one else sees.

Noibu helped ETAM do all three.