How Tommy John prevented $856k+ in revenue loss over 12 monthswith Noibu

Most ecommerce brands know site errors kill conversions—but few can measure the exact revenue at risk, or fix those issues before they impact the bottom line.

That’s where Noibu came in for Tommy John. By using Noibu’s proactive ecommerce monitoring and experience analytics platform, they uncovered 81 critical site issues in just 12 months—resolving them before they could disrupt the customer journey, and ultimately preventing over $856k in lost revenue.

The result? A 34X ROI—and a new system for aligning development work with revenue growth.

The challenge: Conversion opportunities were being missed

For most ecommerce teams, site friction is a fact of life. But knowing which pages, areas, and issues are costing you—and how to fix them fast—is where the gap lies.

Even with strong engineering processes in place, Tommy John faced familiar hurdles.

Key friction points:

1. Debugging without visibility

Before Noibu, Tommy John’s developers had to rely on manual testing, customer complaints, and guesswork to understand what was breaking—and why.

“A lot of the challenge before Noibu was trying to reproduce the issue, which is probably 50% of trying to understand the problem. With Noibu, we can see exactly where the error is coming from, whether it’s something we can fix ourselves or if it’s a third-party issue that requires vendor assistance.”
— Serge Moreau, VP of Technology

2. No clear understanding of revenue at risk

Without knowing which issues impacted revenue, the team couldn’t align fixes to business value—making it harder to justify resource allocation or escalate issues fast.

3. Bottlenecks with third-party dependencies

Tommy John’s ecommerce stack includes multiple third-party tools. When something broke, figuring out who needed to fix it was a challenge—slowing down recovery and increasing the risk of prolonged conversion loss.

“Now we can just go to the vendor and say, ‘Hey, we’re seeing this issue. Can you fix it?’ That’s a huge time saver.”
— Serge Moreau, VP of Technology

The solution: Proactive conversion intelligence with Noibu

Rather than wait for visible issues to surface, Tommy John used Noibu to continuously monitor, measure, and prioritize friction points—especially those that threatened revenue.

1. Session replays and diagnostics that accelerate fixes

Noibu captures detailed data on every shopper-facing issue, including stack traces and full session replays—so developers can jump straight into resolution mode.

2. Prioritization based on revenue impact

Every issue is scored by its potential revenue impact, so Tommy John can focus first on the bugs that cost the most—not just the most visible ones.

3. Streamlined collaboration with vendors

With Noibu pinpointing whether an issue stems from Tommy John’s code or a third-party, the team can clearly and quickly engage the right people.

"The ability to know whether a problem is in our control or the responsibility of a third party has been a huge efficiency gain. It allows us to go directly to the right people with clear evidence of the issue, rather than wasting time troubleshooting in the dark."
— Serge Moreau, VP of Technology

Looking ahead: Deeper insights, smarter optimization

Tommy John’s engineering team isn’t just focused on eliminating issues—they’re building a feedback loop that helps them understand how real customers experience the site and where subtle performance friction might be affecting conversions.

As new capabilities emerge—like tracking real-user behavior, performance metrics, and customer experience in live environments—they see even greater potential to elevate site optimization.

The takeaway: Every error fixed is a conversion recovered

Most ecommerce brands are bleeding revenue they don’t realize they’re losing—until a platform like Noibu makes it visible. Tommy John didn’t just catch errors. They created a system to continuously protect and grow their conversion rates.

When conversion-blocking issues are surfaced, scoped, and solved in real time, every fix becomes a revenue opportunity.