How Totally Bamboo's One-Person Ecommerce Team Runs Like a Dev Department

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Totally Bamboo used Noibu’s AI Plugin to diagnose and resolve a persistent site error overnight — and to turn site data into faster, smarter decisions across errors, CRO, UX, and performance.

• Customer: Totally Bamboo‍
• Team: A lean marketing team; one person owns DTC ecommerce and dev support‍
• Product: Noibu’s AI Plugin, used alongside Noibu’s error monitoring and page analysis‍
• Speakers:‍
  
  • Kelsey Vonk, Ecommerce Marketing Manager

The challenge: deep site errors, and no one to hand them to

As Ecommerce Marketing Manager at Totally Bamboo, Kelsey Vonk runs DTC ecommerce on a small team — a VP of marketing, a brand manager, and two designers. She’s the only person whose primary job is ecommerce, and the team’s dev support, in her words, is “limited to myself.”

Before the AI Plugin, finding and fixing a site error meant a slow, manual loop. A bug would surface through a customer complaint or a spike in Noibu’s dashboard, and from there the work was hers alone: read the logs, comb the codebase by hand for the source, implement a fix, deploy, wait to see if it worked — and if it didn’t, start the search over.

“At human reading speeds, having to continually go through our code looking for potential errors was very time consuming.”
— Kelsey Vonk, Ecommerce Marketing Manager, Totally Bamboo

Simpler issues were manageable. Deeper ones were not. One error — a call to read and parse the store’s product JSON failing on page load — was averaging around 40 sessions a day and had resisted every fix she tried, including re-tooling the store’s Klaviyo integration. A separate JavaScript issue was throwing hundreds of errors daily. With limited time and no one to delegate to, the hardest problems were the ones most likely to linger.

The solution: an AI teammate that reads the code so she doesn’t have to

Noibu’s AI Plugin connects Noibu’s session, error, performance, and UX data directly to an LLM, so Kelsey can ask questions about what’s happening on the store and act on the answer in the same place. Instead of reading through the entire codebase herself, she could lean on the plugin’s understanding of both the site error and her codebase to find the cause for her.

“Once we switched to using Noibu’s AI, I could completely cut out the hours of manually code reading and searching, and instead could rely on the MCP’s understanding of both the site error and my codebase to search and come to those conclusions for me.”
— Kelsey Vonk, Ecommerce Marketing Manager, Totally Bamboo

The persistent product-JSON error was the first real test. Using Noibu’s dashboard, Kelsey had already traced the failures to sessions where someone interacted with a text box — the search bar or a popup form — but a fix had eluded her. Working with the AI Plugin alongside that session data, the cause was identified and a fix was pushed that resolved the issue overnight.

“After getting set up with the Noibu MCP, I was able to use the AI in conjunction with Noibu’s session data and the tool was able to identify the error and push a fix that resolved the issue overnight! It was a huge relief and it was great to see our conversion numbers rise.”
— Kelsey Vonk, Ecommerce Marketing Manager, Totally Bamboo

The results: from firefighting to forward motion

The immediate wins were on errors. The product-JSON issue — unresolved despite repeated attempts — was fixed overnight, and the impact showed up in conversion: in the 30 days after the fix, conversion rose 7% compared to the 30 days prior. The separate JavaScript issue causing hundreds of errors a day was resolved within a week of getting up and running with the plugin.

But the bigger shift was strategic. With the major bugs cleared, Kelsey began using Noibu — and the AI Plugin — to decide what to build next, not just what to fix.

Smarter UX decisions

Using Noibu’s heatmaps, the team redesigned its desktop menu from a limited selection to broader, text-based options, giving shoppers easier access to the collections they were looking for — and they’ve continued tuning the menu based on real user activity.

A CRO win, validated by testing

On a high-traffic collection page, Kelsey wanted a more intuitive way for shoppers to find their state. Sorting by best-seller buried less-popular states, so she designed a filter letting shoppers narrow by starting letter. Tested against the original design, the new filter lifted conversion by 24% — and the team is now testing sort order on top of it.

Performance brought into the green

Using Noibu’s performance metrics, the team brought both CLS and page speed from red into “Best in Noibu” territory — improving CLS from 0.53 to 0.02.

What it unlocks for lean teams

Kelsey is candid that the value compounds for teams with even less technical depth than hers. The Noibu dashboard already let her skip straight to the fix — with recordings and console logs in hand, she didn’t need to reproduce a bug before solving it. The AI Plugin extends that to teams who can’t write the fix at all.

“If you were a team who didn’t have any dev experience, with the Noibu dashboard you could have some idea of what’s going wrong on the site. Using the MCP would then give you the ability to resolve the bug yourself, even if you don’t know how to write code.”
— Kelsey Vonk, Ecommerce Marketing Manager, Totally Bamboo

Combined with the store’s Shopify and Google Analytics data, Kelsey says Noibu’s data has been invaluable in identifying the right problems to fix — and the right way to fix them — at a level of detail those tools couldn’t provide on their own.

The capability she’d miss most

With the store’s major bugs behind her, Kelsey points to a different kind of value as the one she’d least want to give up: using user-journey data to understand the real impact of UX changes — not just whether conversion moved, but how behavior changed.

“It’s able to go beyond just conversion rate improvements and can instead say, for example, “based on consumer data, after your main menu changes customers are browsing even more of the site than before, clearly the new design has helped with product discovery.” It’s really great for seeing the actual impacts not just on conversion, but on site usage as well.”
— Kelsey Vonk, Ecommerce Marketing Manager, Totally Bamboo

What’s next

Looking ahead, Kelsey sees the AI Plugin playing an even larger role in deciding where to focus — surfacing what’s working on the site, what isn’t getting the engagement it should, and where the biggest opportunities to lift conversion sit.

“Great testing only works with great data and great data analysis, and Noibu makes it incredibly easy and incredibly fast to do.”
— Kelsey Vonk, Ecommerce Marketing Manager, Totally Bamboo

About Noibu

Noibu is the leading ecommerce analytics & monitoring platform, purpose-built to help retailers protect and grow online revenue. By unifying site monitoring, experience analytics, and conversion growth opportunities in a single pane of glass, Noibu gives ecommerce, engineering, and product teams everything they need to understand what’s happening across the shopping journey, prioritize what matters most, and act on the opportunities that drive growth.

Learn more at www.noibu.com.