How King Arthur Baking prevented $4.4M in lost revenue using Noibu’s ecommerce monitoring platform
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King Arthur Baking Company partnered with Noibu to gain full visibility into ecommerce site errors and resolve them before they impacted revenue. In less than a year, Noibu helped identify and fix 35+ critical issues, recover $4.4M in risked revenue, and deliver a 127x ROI—all with a lean dev team of just two.
The challenge: Growing ecommerce, limited dev resources
Initially, King Arthur Baking Company operated on a custom-built e-commerce platform. While this provided a high degree of control and customization, it also brought significant challenges in terms of maintenance, scalability, and troubleshooting. The need for a more efficient and reliable solution became evident as the company's online presence grew.
Transition to BigCommerce
As King Arthur Baking scaled its digital storefront, its custom-built ecommerce platform began showing signs of strain. The team faced challenges including:
- Increasing complexity of configurations and integrations
- Frequent but hard-to-trace customer-reported bugs
- Limited resources: just two developers managing the entire web ecosystem
- Difficulty distinguishing whether issues originated from internal code, BigCommerce, or third-party scripts
“We knew there were technical issues affecting users, but without visibility, we didn’t know what they were or how much they were costing us.”
— Mike Hoefer, Director of Web Product & Strategy
The solution: Implementing Noibu for end-to-end website visibility
To regain control, King Arthur Baking implemented Noibu, an ecommerce error monitoring platform that:
- Detects and categorizes errors in real time
- Prioritizes issues by projected revenue loss
- Surfaces root cause diagnostics (stack traces, affected sessions, etc.)
- Differentiates between internal, platform, and third-party errors
- Streamlines dev team response with actionable insights
Noibu gave King Arthur the visibility they were missing—empowering developers to take action before customers were affected.
"The partnership with Noibu is crucial because it helps us understand where issues originate, whether from our own code, our ecommerce platform BigCommerce, or third-party services. Noibu facilitates issue resolution by bridging the gap between platforms, allowing us to easily showcase and resolve these issues, significantly improving our site’s performance."
—Mike Hoefer, Director of Web Product & Strategy
"Noibu acts as a safety net. If something breaks—whether it's in our code, BigCommerce, or a third-party service‚ we know about it quickly and can act."
—Mike Hoefer, Director of Web Product & Strategy
"One of our biggest wins was tracing a gift card error back to a CDN configuration. Without Noibu, that could've taken weeks—or gone unresolved altogether."
—Mike Hoefer, Director of Web Product & Strategy
Deep dive: Gift card redemption issue
During peak season, customers reported issues redeeming gift cards. Using Noibu, King Arthur Baking quickly:
- Identified sessions where the error occurred
- Traced it to an API timeout linked to the CDN
- Resolved the misconfiguration without needing third-party intervention
This single fix helped protect a major holiday revenue stream and highlighted the platform’s impact.
Operational efficiency unlocked
Noibu allowed King Arthur to:
- Empower a small dev team to act like a large one
- Drastically reduce debugging and root cause analysis time
- Triage issues by business priority, not just technical severity
- Collaborate effectively with BigCommerce and external vendors
“We’re no longer guessing. We have the data we need to act fast, fix smart, and keep revenue flowing.”
—Mike Hoefer, Director of Web Product & Strategy
Conclusion
King Arthur Baking Company’s partnership with Noibu shows what’s possible when ecommerce brands prioritize performance, visibility, and speed. With Noibu and BigCommerce working together, their team:
- Reduced time-to-resolution for technical issues
- Prevented millions in lost revenue
- Strengthened site reliability and customer experience
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