Reveal hidden friction
blocking conversions.

Noibu helps UX teams discover where shoppers hesitate, struggle, or abandon – and turn real behaviour into design improvements that drive conversion.

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Not all friction is visible in traditional analytics

Click data shows where users interact, but not how they experience the journey. UX teams need a complete picture of behavioural and technical context to know when friction is a design problem or a technical one.

Surface friction in context

See where customers hesitate, exit, or behave unexpectedly.

Identify rage clicks, payment failures, scroll drop-offs, and other signals of friction in the funnel, with full session capture to show what actually happened in the moment.

Move from opinion to proof

Back every design decision with clear visual evidence that wins stakeholder support.

See how users move through key flows, where they drop off, and how engagement shifts after a change – with behavioural, performance, and technical context in one view.

Accelerate research

Uncover real-world user patterns and validate design hypotheses.

Move from question to insight faster using AI-assisted search to uncover meaningful customer sessions and understand how shoppers truly experience your site.

Everything UX/UI teams need to optimize the shopper experience

How ecommerce UI/UX teams use Noibu

“No other tool aggregates heatmaps like Noibu. Most of our customers come in on product pages (PDPs) rather than the homepage. Being able to see the journey across those thousands of specific pages allowed us to surgically improve the experience and increase our average order value by 11%.”

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Philip Krynsky

CEO & Founder

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“We’ve seen cases where users 'rage click' but still convert—which is not the experience we want. Being able to see that type of emotional behavior allows us to fix the friction and improve the journey for next time.”

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Julian Charnas

Director of Digital Commerce

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“Noibu helps us identify UX issues by surfacing sessions based on user behavior. Instead of sifting through quantitative data, we can watch real users and see their pain points in real life.”

Meredith Eads

Product Design Manager

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