You have New Relic, Dynatrace, Datadog all ready to go for your latest release or site update.

You launch the new update, your engineers eagerly staring at their APM platform waiting to catch regressions, calculate error rates, identify improperly-written lines of code that are affecting your users. Your development team resolves the major issues and the site starts to normalize again… Now what?

As time goes on, are your developers focusing their efforts on the new issues that affect less than a percent of site traffic? In all likelihood, those errors are put into the low-priority bucket.

Exasperated woman sitting at a desk throwing a document over her shoulder

When the Director of Finance is browsing the site and flags an error to the rest of the team… That error is likely to be prioritized, right?

And with the data APMs are providing you, why wouldn’t you want to focus on the bugs that your director caught or the ones affecting only a large enough percent of your web traffic to be flagged?

It makes sense to operate this way… Until it suddenly doesn’t.

Why We Love APMs

Application Performance Monitoring tools are great for initial releases.

No code is perfect, and app monitoring tools like New Relic and Dynatrace give you a view into the velocity rate of your site errors, which is super helpful when doing a major launch.

Datadog Graph Example showing a code regression
Example from Datadog

But after that launch, unless your web store is completely static and isn’t using any third party apps, there’s a surprising amount of nooks and crannies that could let an error flow in. (To learn about how errors leak into your system without your knowledge, check out this article on Why Site Errors Aren’t Always Your Engineering Team’s Fault)

Does Error Occurrence Data Really Matter?

I’ve heard this argument quite a few times now, “What if an error is only happening sometimes, and only to a tiny portion of our traffic? Is that worth our developers’ time and resources?

Honestly, it’s a fair argument.

Armed with only that data, there’s no reason to prioritize that fix, especially if there’s another bug that’s interacting with 10% of your visitors.

So I wouldn’t fault you for putting that into a low priority bucket and stamping on a “We’ll get to it eventually” sticker. You have limited time, and your APM is telling you there are more pressing issues to address!

Brunette woman saying "I'll deal with the emotional fallout later."

But what makes that other error truly more pressing than the one only affecting fringe cases of traffic? Because if it’s simply just the number of times said error has occurred, I argue that it might not be as pressing as you may think.

What if the fringe error only occurs to approximately 5 people 3 times a week, but the error itself is blocking those users from completing their order? That’s 15 sales in a week that could have happened, which you could argue is not a lot. It would be easy enough to sweep that under the proverbial rug and deal with that when your developers don’t have active projects on the go.


With eCommerce AOV sitting at around $58 USD, that’s $870 in revenue lost in a week. And the week after that, and the week after that.

After a year of that low-velocity, “low priority” error sitting in the backlog, you’ve lost $45K in revenue that should have come in.

Now imagine you’ve backlogged a few of those low velocity errors, or the new errors being introduced into your environment aren’t significant enough to be flagged due to minimum occurrence thresholds… (By the way, here’s why that happens)

There’s going to be a lot of tech debt looming in the background that, without something else in place, is going to go unaddressed.

How to Eliminate eCommerce Tech Debt

Okay, so how do you get that something else that could make error-debt a thing of the past for your teams?

You’re going to need something that will detect ALL errors across all browsers and devices, that will capture session recordings and (more importantly) full stack traces for your engineers, that will assign a hard dollar value to every individual bug so engineers and business users can know the true impact of any issue, and that will auto-prioritize based on potential losses in revenue so the team knows what to focus on… And have this running at all times.

By implementing the above system (Surprise! There’s a platform that does all this for you), your eCommerce and Engineering teams are going to have solid data-driven way to plan sprints, work on projects with demonstrated financial impact to the business, solve issues more efficiently, and consistently improve the customer user experience.

Major brands have already been getting on board with this new system:

Guess has improved their checkout conversions by 6%.

Champion has seen an ROI of 18x, saying, “We have been able to resolve and address issues, without waiting for customer generated tickets, proactively and become better aligned on the impact of what we’re working on.

Moschino touts an impressive 99.57x ROI having identified and resolved over 100 errors on their eCommerce platform over an 18 month period.

To name a few…

What’s the common denominator between these brands that led to the numbers we’re seeing above?

It’s Noibu. The industry leading error detection, revenue recovery software built specifically for eCommerce sites.

Using Noibu’s auto-detection and prioritization software, 100s of eCommerce brands worldwide have eliminated their tech-debt, made their developers happier, improved user experience and reduced customer complaints, refocused teams around data, and accelerated error resolution time.

All that stuff? You’re not going to get from an APM tool.

So sure, APMs have their use and we’re not saying you should abandon yours… Just that it shouldn’t be the only tech you have at your disposal.

Because when you get down to it, what’s really more important for your brand? The amount of people seeing something, or the amount of actual revenue being blocked?

Selecting the right eCommerce solution for your brand is not an easy task. There’s a large handful of platforms available for brands to choose from, but when you really get down to it, there are 2 major solutions that stand out from the crowd: Shopify and Adobe Commerce.

There are reasons why these 2 platforms remain the front-runners for eCommerce solutions, but are they both interchangeable? Obviously, no.

Both Adobe and Shopify have their own unique set of features and offerings, and what might be a perfect fit for one store might not work for another.

And sure, you can re-host and re-platform all you want if you come to the realization that you picked the wrong eCommerce solution… but who wants to start off on the wrong foot? If you’re reading this blog, I’m guessing you don’t. So I commend you for putting in the time to research your options!

High Level Overview

Adobe Commerce Overview

Formerly known as Magento Commerce, Adobe Commerce is one of the many offerings available to merchants in the Adobe suite. According to their website, Adobe Commerce is an “experience-driven, limitless commerce” platform that is “ideal for fast-growing small businesses.”

Adobe Commerce Home Page - Red background with white text reading, "Magento is new Adobe Commerce"

The platform allows eCommerce merchants to create top-tier online shopping experiences with a vast library of out-of-the-box features to further personalize an online marketplace in a global industry.

For merchants looking to work with a highly customizable eCommerce site solution, Adobe Commerce is a good bet.

Shopify Overview

If you’re in the commerce industry, you’ve certainly heard about Shopify before. A unicorn coming out of Ottawa, Canada, Shopify powers well over 150,000 online retailers including some of the most innovative eCommerce brands in the world. According to their website, Shopify “is a complete commerce platform that lets you start, grow, and manage your business.”

Shopify Home Page - Cream background with green text reading, "The Platform commerce is built on"

Using a subscription-based business model, the eCommerce software allows any retailers to build a responsive online experience for buyers.

With a wide pricing range available, Shopify is well positioned to be used by smaller companies with a limited budget and by enterprise giants with unlimited spending power.

Platform Pros

Adobe Commerce Pros

Fully customizable – Unlike Shopify, Adobe Commerce gives merchants full control over how their customers’ experience looks, without limits.

Scalability and Extensibility – Adobe’s headless, API-based agility opens the door for any application integration into your tech stack. Using layered cacheable architecture, the cloud-based solution enables your product catalog and storefronts to grow without pain.

Available Features – Adobe boasts one of the most extensive libraries of extensions under its Adobe marketplaces, allowing retailers to add complex capabilities.

Shopify Pros

Simplicity – The learning curve for the Shopify platform is significantly more accessible than that of Adobe (as should typically be expected with any Adobe product). Shopify’s software is built to accommodate most levels of technical prowess, which enables even small Mom-and-Pop stores to digitize their offerings.

Multi-Channel Selling – Shopify allows merchants to sell across multiple channels online, including Amazon, Instagram, Facebook, and eBay.

1,200 Apps – Shopify has over 1,200 plugins available for their eCommerce customers to automate tasks, simplify accounting flows, customize their operations to accommodate international buyers, and more.

Platform Cons

Adobe Commerce Cons

Resource-Heavy – Developers claim the Adobe solution requires a robust, powerful server in order to operate at peak performance. It is also highly noted that teams must sink a large portion of learning time to get up and running.

Debugging Updates – Customers have reported that when new updates are added to the Commerce software, many customizations made when building one’s eCommerce ecosystem will end up breaking.

Price – Adobe products are not cheap, and Adobe Commerce is no exception. Hidden fees also come into play with hosting, add ons, payment gateway solutions, etc.

Shopify Cons

Lack of customization – Customers of Shopify are only given 10 free templates to choose from. Merchants have access to an additional set of themes, for a price.

App-reliant – With fewer out-of-the-box features than other softwares, merchants have to turn to Shopify’s app marketplace to boost store functionality.

Transaction fees – Using Shopify Payments offsets a avoids this, but for merchants that opt not to use Shopify’s branded payment gateway, they will incur extra fees on top of the additional gateway’s fees.

Platform Features

Adobe Commerce Features

Multi-brand solution, Mobile centricity, Integrated B2B functionality, Amazon Sales Channel, Custom UX, Content management, Page builder, AI Product recommendations, Live search, Inventory and order management, PWAs, Customer account management, Shipping solutions, BI and reporting, Cloud delivery, Data warehousing, Promotions management, Security, PCI compliance, ERP integration

Explore Adobe Commerce’s features here.

Shopify Features

Channel Management, Sales channels, Inventory and order management, Discount management, SSL, Google Ads credits, Product reviews, Abandoned cart recovery, Gift card management, SEO optimization, Reporting, Marketing and email automation, Fraud analysis, International market management, Translations, Currency conversions, Local payment methods, PCI compliance

Explore Shopify’s features here.

Payment Options Available

Adobe Commerce Payment Options

Adobe Commerce supports a selection of payment solutions and partnerships with payment gateways.

Adobe currently recommends working with PayPal Express Checkout and Braintree as gateways to cover the 100s of ways consumers pay online today.

Adobe Commerce also accepts most credit and debit cards, Klarna, Venmo, PayPal Pay in 4, Amazon Pay, and Cash on Delivery.

Shopify Payment Options

Shopify has partnerships with 100 payment gateways, ensuring Shopify merchants can engage with international shoppers with their local currency, in their preferred way to pay.

Besides most major credit and debit cards, the platform also supports Klarna, Sofort, eDEAL, EPS, and Bancontant when dealing locally.

Support Services Offered

Adobe Commerce Support Services

Support is available to Adobe customers through 24/7 email services, live chat, video tutorials, and forums.

As to be expected, Adobe also has an extensive Help Center that users can browse for tools, announcements, troubling shooting guides, and best practices.

Shopify Support Services

Shopify offers a much more robust support engine than other providers.

With 24/7 live reps, online chat, phone support, email services, webinars, video tutorials, and a rich Knowledge Base filled with documentation and guides, customers can be confident that they can always get in touch with someone or access a comprehensive guide when they need help.

Platform Pricing

Adobe Commerce Pricing

Pricing for their commerce solution starts at $1988 USD / per month

Shopify Pricing

Pricing for Shopify’s subscription starts at $29 USD / per month

Platform Reviews

Let’s cut to the chase… What are other people saying?

When buying an item online, most users check the reviews to see how real people are enjoying what they purchased. When considering an eCommerce solution, the same should apply.

Of course, companies are quick to share their positive reviews on their site, but when it comes to finding reviews that aren’t glowing? Merchants might have to do some digging.

Here’s a quick look at the full spectrum of solution reviews for these two eCommerce giants.

Adobe Commerce (formerly Magento) – 5 Star Review

Magento is the best solution to design a website quickly. It is a secure and customization eCommerce template to set up product details, Prices, Image. We can add multiple products according to business requirements. It provides a lot of templates designs to change website design and functionality. If you need to create pages and posts we can work with the admin panel and complete tasks easily. No hard coding is required for website development. Admin panel of Magento is user-friendly easily set up meta tags, robots, and other digital marketing tasks. It is good for business and we can create large websites.” – Read the full Capterra Review here

Adobe Commerce (formerly Magento) – 1 Star Review

Magento is very complex to use and does not have an easy admin panel. There was always issues happening and this happened on a daily basis. Must have some development skill in order to work with Magento.” – Read the full Capterra Review here

Shopify – 5 Star Review

Shopify is the all in one place to manage e-commerce. Set yourself up for success with their knowledge on e-commerce, templates, and built in features that make this product work out of the box. You can be selling in less than an hour if you have all of your documentation and products ready to go.” – Read the full Capterra Review here

Shopify – 1 Star Review

The platform is quite costly compared to other options. It doesn’t come with enough features to work on its own so users are stuck having to pay for add-on modules. And these are not a straight-up purchase but come with a monthly fee. I calculated the modules I would need and it was going to run me $500-$800 USD/month! It has been cheaper to build a Magento site and pay cash up front, one time, for modules I will use for the lifetime of my site.” – Read the full Capterra Review here

In Conclusion

Ultimately, there is no one right decision to make between Shopify and Adobe. Both eCommerce platforms will get the job done and will serve your team well. The main difference lies with budget, one’s desire for a fully customized system, and overall company preference.

If you’re already working in the Adobe suite and have some developers that can dedicate time to the project, sticking with another Adobe product might be your better bet.

If you’re looking to get something up and running, quickly, that can be manipulated to scale with you, you might want to look at Shopify.

If a solution isn’t jumping right out at you after this, my number one suggestion is to talk to your peers in the industry or find another eCommerce site that you’re in love with, and see what they’re using!

Let’s get right to the point: Does a digital agency really want a platform that is going to surface all the errors on a site that they’re managing?

On a very surface level, I wouldn’t fault you for saying “No.”

But I think I might be able to change your answer by the end of this blog.

The State of eCommerce Site Errors

Researchers estimate that, on a global scale, anywhere between 58% and 94% of eCommerce sites have errors currently live on their web store.

I get that that’s a pretty wide variance, but I think we can agree that even if the true number lies closer to 58% than 94%, there’s a massive opportunity for web development work.

Why is it hard to quantify the number of sites with live errors? Only 10% of customers ever flag a site error or bug and notify a brand’s support team.

Digital Agencies and eCommerce Businesses

Digital agencies are typically brought in to either build or manage and maintain a company’s site infrastructure. So if something is broken on the web, a company could feasibly point the finger back at the agency… The question is, though, should they be pointing that finger at you?

Cartoon man stands sweating. He has arms coming out of his forehead and chest pointing in different directions

Right out of the gate, it is critical for your agency customers to understand that there are many reasons why a company’s core eCommerce components may be malfunctioning. And for the most part, there is no single point of failure. 

So, what is actually causing those errors to occur on site? With third-party integrations, different browser/OS/device types, and hundreds of user paths on a website, there are a lot of moving parts that are not in the retailer’s – or agency’s – control.

So no, the company shouldn’t really be pointing their finger at you. What they could, and should, be doing is looking to you for actionable insight and solutions.

Using Error Detection as a Sticky Business Offering

You probably have tools like HotJar, FullStory, and Dynatrace that are doing a fine job at monitoring your customers’ applications. They give you an idea of what’s happened – they even can point to specific errors. But there’s a massive portion of data missing from these platform reports – and this data could be the key to helping you build one of the strongest, most reliable partnerships between you and your customers.

That data is revenue impact.

Man in a cowboy hat and Wranglers jacket lifts his head and looks off camera, asks "How much money?"

In the past, development teams would create and send off a list of errors gathered either from customer tickets or through an app monitoring software. Bugs would be actioned based on how easy and quick they were to fix (as we can see in this case with Princess Auto), or if an executive had their name tied to it.

The priorities were not data-driven.

Imagine if instead of enduring the friction of your customer reporting a list of errors they found and want you to action, your team could proactively approach your customers with a list of  solutions, prioritized by their impact to revenue and conversion rates.

With this, you’re creating a backlog of work for your own team – thus generating a recurring revenue stream – and developing an embedded conversation with your customers focused on business outcomes that will improve their conversions and revenue.

You can now position yourself more strategically as a revenue recovery partner rather than a cost center. You can realign your partnership to focus on conversion increases rather than hours used.

With this approach over time, you can also position your agency as a critical function in a company’s workflow. If a company knows they can have a foolproof way of detecting site errors, and they know they have a team that is constantly efficiently working to resolve barriers and improve conversion rates, it will create loyalty to your agency and make it difficult for them to go  back to a black-boxed, customer-generated reporting system.

Why Noibu for Agencies

I’ve touched on a few of the reasons why a platform like Noibu could be a critical tool in your tech stack, including its ability to attribute a dollar amount to any given site error. There are of course many other reasons, but I won’t bore you with the full-fledged pitch. That’s not why you’re reading this. But do bear with me while I talk about one more functionality, because it really drives home a good point.

One of the main reasons why digital agencies experience churn is directly related to the agency’s inability to reproduce reported bugs. (*See infographic at the end of this blog)

Noibu eliminates that issue altogether. The solution has visual recordings of every error and provides the full stack trace developers need to accurately replicate and efficiently resolve the issue.

So, have I changed your mind on whether or not it’s a good idea to implement a tool that auto-detects and prioritizes site errors?

If not, let me leave you with an infographic with data gathered from our customers on their relationships with digital agencies both past and present.

As Porky Pig would say… That’s all, folks!

Interested in learning more about how agencies and Noibu can work together? Send our Partner Manager a message on LinkedIn or via email at jim.sourges@noibu.com

* Spending March 27-30 at ShopTalk in Las Vegas? You can also connect with Jim, in person, at Mandalay Bay.

As primarily social beings, humans surprisingly love to take advantage of every opportunity to NOT have to deal with other people. So it’s no surprise that eCommerce is steadily growing…

Of course we must take into account that in 2020 we were all forced to stay at home, so a growth rate of 25.7% tracks. Though this spike is not isolated to 2020. In 2021, merchants saw a 16.8% growth rate, and 2022 is expected to come in at 12.7%.

All this to say, it’s absolutely critical to nail down your eCommerce experience and ensure you have the best tech stack to accept that hard-earned money from your customers.

In this piece, we’ll be going over our top picks for payment gateway solutions.

What is a Payment Gateway

Payment Gateways are the consumer-facing interface used to collect payment information from customers. An essential part of the electric payment processing system (but not the entire system), online gateways require APIs that allow a merchant’s website to communicate with the relevant payment processing network.

While payment gateways work with payment processors, they are not the same thing. It’s important for eCommerce professionals to understand their differing functions before deploying anything.

Payment Gateways vs Payment Processors

The easiest way to explain a gateway versus a processor is to break down an electronic transaction into two halves.

As mentioned above, payment gateways act as the initial collector of customer payment information. It gathers and encrypts the input data to use “later”.

Payment processors, on the other hand, are the facilitators with the gateway data. The processor uses the encrypted information to contact the customer’s bank and merchant’s bank account.

Top Payment Gateway Solutions

Authorize.net Overview

Authorize.net Payment Gateway Home Page

Having been one of the first payment gateway providers to come on the market, Authorize.net has been able to build strong partnerships with almost all merchant account providers. This means that authorize.Net is incredibly well equipped to accept online payments from cards, e-checks, and digital payments, so much so that the platform processes over 1 billion transactions every year. The gateway can accommodate foreign payments from most countries, but merchants’ businesses must be based in Europe or the US, Canada, UK, or Australia.

Authorize.net is PCI-DSS compliant, and they have no contract or early termination fees.


– Advanced fraud detection system
– Customer information manager
– Recurring payments
– Invoicing
– Simple checkout

Paid Features

– Account updater
– eCheck payments


Phone support is available 24/7, barring major holidays.
Customers can also take advantage of the online chat feature, can open support tickets, or head to the Support Center for a full library of articles.

Pricing for Gateway Only

– No setup fee
– $25/month gateway fee
– $0.10 per transaction + Daily batch fee of $0.10

Pricing for Bundle

– No setup fee
– $25/month gateway fee
– 2.9% + $0.30 per transaction
– Custom pricing for merchants who process $500K+ per year

BlueSnap Overview

BlueSnap Payment Gateway Homepage

BlueSnap is marketed as an All-In-One Payment Platform that helps increase cart conversions, reduce costs for companies accepting online payments, and consolidating payment processing functions. With 42% of companies using 3 or more payment gateways to handle international and domestic payments, BlueSnap unifies processes to reduce technical debt and solidify reporting. The platform accepts payments in 200 regions with local acquiring in 47 countries.


– Combined payment gateway, merchant account, and built-in payment optimization
– SDK and RESTful API
– Hosted checkout
– 100+ 3rd party integrations with carts, CRMs, ERP systems
– 100+ accepted currencies
– Integrated fraud and chargeback management
– Tax and regulation compliance solution
– Real-time data reporting


Support for BlueSnap customers is available by phone in the US, UK, Ireland, and Israel.
Besides a large Support Guide library, merchants can also access a live chat functionality or submit a support ticket form.


– BlueSnap pricing is primarily done on a case-by-case basis
– For quick start pricing, BlueSnap charges 2.90% + $0.30 per successful transaction

Braintree Overview

Braintree: a PayPal Product for Payment Gateways

Braintree is a PayPal service that helps vendors reduce integration costs with developer-friendly SDK, meet industry PCI compliance standards with ready-made or fully customized checkout flows, and automate payment processes. While the service is not as flashy or feature-filled as other solutions mentioned in this list, it’s simplicity allows for a seamless checkout experience on practically any website.


– Basic fraud prevention tools
– Data encryption via the Braintree Vault
– Data migration assistance
– Reporting
– Recurring Billing
– Third-party integrations
– Integration support
– 130+ currencies supported in over 45 countries

Paid Features

– 3D Secure
– Fraud Protection Advanced


Support for Braintree is available via Phone and Email.
The company also has extensive Support articles and Developer docs available.


– 2.9% + $0.30 per transaction
– $0.30 charge for fully- and partially-refunded transactions
– 1% fee for USD transactions
– Custom pricing available

PayPal Overview

PayPal Payflow Payment Gateway Home

Founded in 1999 as a digital wallet, PayPal has since become a brand name synonymous with eCommerce. Because of its reputation, the company claims that adding it’s service as a payment option on checkout pages can increase conversions by 44%.

PayPal’s Payflow Payment Gateway links your website to almost any processing network and merchant account, and allows merchants to deliver a rewarding experience for their customers at a single low rate. To address varying needs of eCommerce professionals, PayPal provides 2 gateway products to choose from: Payflow Link and Payflow Pro.

Payflow Gateways are available to eCommerce brands that conduct business from the United States, Canada, Australia, and New Zealand.


– 25 currencies accepted in 202 countries
– PCI-compliant solution
– Mobile optimization
– Customizable check processes

Paid Features

– Additional fraud protection services
– Recurring billing
– Buyer authentication


PayPal provides localized email and phone support.
Support hours for USA and Canada: 8AM-8PM CDT, Monday-Friday
Support hours for Australia and New Zealand: 9AM-56PM AEDT, Monday-Friday

Pricing for Payflow Link

– No setup fee
– No monthly gateway fees
– $0.10 per transaction
– PayPal and PayPal Credit are required payment options with Payflow Link. Pricing applies to domestic US payments. Additional conversion fee for foreign currency charged at 2.5%, with a 1% charge for payments received from another country.

Pricing for Payflow Pro

– No setup fee
– $25/month gateway fee
– $0.10 per transaction

Square Overview

Square Payment Gateway Home

Founded by Twitter executive, Jack Dorsey, Square has direct relationships with a wide swath of industry partners. Their established partnerships ensure that their customers are always up to date on industry rules and regulations, and can take advantage of the latest technologies.


– Out-of-the-box PCI compliance
– End-to-end encryption and tokenization
– Fraud protection
– 32 eCommerce platform integrations
– Accept Apple and Google Pay, tips, recurring and one-time donations
– Customizable buy buttons
– Printable QR Codes

Paid Features

– Full eCommerce website building and hosting functionality
– Invoicing


Customers can reach their dedicated Customer Success agents via Square’s in-app support chat.
Extensive Support Center and Seller Community for product guides, help articles, and troubleshooting tips.


– No monthly fee
– 2.9% + $0.30 per transaction
– Custom rates available for merchants who process over $250K/year in credit card sales

Stripe Overview

Stripe Payment Gateway Home

In the United States, over 90% of online shoppers have purchased something from a business using Stripe.

If you’re looking for a solution that is developer-focused, Stripe is a great contender. With a powerful and easy-to-use API, Stripe gives its customers the option to build their own platform or to take advantage of their long list of native integrations (63) with existing eCommerce platforms including Woocommerce, Shopify, Wix, Squarespace, BigCommerce, Webflow, WedgeCommerce, UltraCart, and more.

Stripe boasts a customizable payment solution at competitive rates that scales along with your business, and is built to accept 135 different currencies.


– Hosted payment page
Embeddable UI components
– Payment links
– Invoicing
– Localized Subsidiary support in 30+ countries
– iOS and Android SDK
– Recurring payments
– Built-in KYC and AML checks
– PSD2-compliant
– Authentication and Authorization
– Stripe Radar (machine learning fraud prevention)
– Dynamic 3D Secure
– Dispute handling
– Financial reporting
– Payout management
– Stripe dashboards and consolidated reports
– Prebuilt integrations (Accounting, Analytics, Automation, Mobile payments, Notifications, Shipping, Tax calculation)


24/7 email, phone, and chat support.
Online support centre is also available.


– No monthly gateway fees
– 2.9% + $0.30 per transaction
– ACH direct debit 0.8% (with a $5 cap)
– Customized solutions available

2Checkout Overview

2Checkout's Payment Gateway Product is 2Sell

Now Verifone, 2Checkout provides a payment gateway product for eCommerce professionals called 2Sell. According to 2Checkout’s website, 2Sell enables merchants to accept both mobile and online payments in 100 different currencies from 200+ countries. While fees are slightly higher than average, 2Sell is widely recognized as one of the best eCommerce payment gateways for merchants doing business internationally. They provide localized buying experiences and can help boost cart conversions with shopping cart templates.


– Accepts 100 billing currencies
– Coverage in over 200 countries
– Supports 45+ payment methods
– Multilingual checkout available in 29 languages
– BI reporting and analytics
– APIs and 3rd party connectors with 120+ carts
– Security and fraud protection
– Recurring billing
– Order notifications
– Discount management

Paid Features

– Verifone CPQ – for better, faster B2B quotes
– 2Bill – for complex subscription management
– 2Recover – for increase renewal recovery
– 2Partner – for increased channel distribution and automation
– 2Service – for premium services and dedicated support


2Sell claims to have 24/7 merchant support services, though this is conducted through technical support ticket forms. They also have a Knowledge Center that is open to all.
Support for customers of 2Sell merchants is available 24/7 for order and payment related issues.


– 3.5% + $0.35 per successful sale

As a business owner, it is important to understand which eCommerce platform makes the most sense for your organization’s unique needs.  Below, we take you on a deep dive comparison of WooCommerce vs. BigCommerce so that you can better evaluate which platform to choose.

High-Level Overview

WooCommerce Overview

According to their website, WooCommerce is a “customizable, open-source eCommerce platform built on WordPress.”

WooCommerce: eCommerce platform homepage

Think of WooCommerce as an open-sourced plugin on WordPress. It gives your WordPress website eCommerce functionality. 

If you have a deep knowledge of technology, require maximum flexibility and prefer the increased design, control, and add-ons, WooCommerce is your best bet. It is also less expensive.

BigCommerce Overview

According to their website, BigCommerce allows you to “build a business that’s ready for anything with the flexibility of Open SaaS.”

BigCommerce: eCommerce platform provider homepage

Think of BigCommerce as a website builder. It gives you an all-in-one SaaS (software as a solution) platform with a suite of options included. The package includes content, hosting, SEO, payment, marketing tools, and many more features.

If you prefer a hands-off approach that includes the benefit of a larger business’s back-end logistics, BigCommerce is an easier platform and right for you.

Platform Pros

WooCommerce Pros

Pricing – There are more free themes with WooCommerce and the additional theme options are cheaper than BigCommerce’s additional theme options. This is the less expensive option, but it can be a headache calculating additional costs compared to an all-in-one plan.

Customization – WooCommerce allows endless options for customizing your website. Remember – this requires intensive time input and the skill of coding to accomplish.

Global Features – It features a multilingual online store along with additional plugins for translation services.

BigCommerce Pros

Usability – For those with little to no tech experience, BigCommerce is right for you. Store setup only takes a few minutes and that brief setup allows you to select themes, products, and customization options. BigCommerce works with any content management system, not just WordPress, making it extremely flexible. Their feature, Stencil, allows you to design a beautiful storefront without any knowledge of coding. BigCommerce has the edge when it comes to ease of use when compared with WooCommerce.

Pricing – All-in-one pricing gives you transparency into your costs.

Security – BigCommerce ensures your site remains PCI compliant, meaning you don’t lose any sensitive information. This happens automatically, thus allowing BigCommerce to be considered more secure. Additionally, BigCommerce is more selective about what is allowed in their app market, meaning more control and greater security.

Scalability – This hassle-free, fully-hosted eCommerce platform has very fast page load times and can handle 500K hits per minute. Your site performance is faster with BigCommerce. This scalability feature is important for global stores. For global needs, it also integrates with Amazon and Facebook to help you expand seamlessly.

Platform Cons

WooCommerce Cons

Usability – It is slightly trickier to set up because it is a WordPress plugin that requires some backend knowledge with domains, and technical issues like security and caching. It can only be used with a WordPress website. There is a steeper learning curve with WooCommerce and it requires a more hands-on approach with the technology.

Security – While WooCommerce offers PCI add-ons, it is your responsibility to keep your site PCI compliant. Security is manual with WooCommerce. This platform is more vulnerable to security breaches due to the hosting of many third-party apps. Because WooCommerce is less selective in the apps hosted, you are opening your website to increased potential threats.

Scalability – There are many customization options and this leads to limited scalability due to the complex structure of add-ons. Things like slower load time, poor site optimization, and blocked site traffic are the impacts of this complex structure and create lower scalability and slower performance.

BigCommerce Cons

Pricing – BigCommerce themes are pricier. There are some free themes and then many options for additional themes with a price tag of around $200.

Customization – There are more limited customization options with BigCommerce.

Platform Features

WooCommerce Features

The WooCommerce platform offers Blogging, unlimited customization if you know how to code, and instant returns through one-click refunds.

BigCommerce Features

Built-in features are the key selling point of BigCommerce. Included in the features with all-in-one pricing are SSL certificates, SEO reporting and analytics, shipping, customer groups, refunds and return functionalities, design, and marketing. The multichannel integration with Amazon and Facebook are also key features.

Another great feature is their abandoned cart recovery. This sends emails to your customers if they leave their cart before checking out. BigCommerce claims that this feature can recover 25% of potential lost sales.

Additional Add-Ons

WooCommerce Add-Ons

WooCommerce offers an infinite number of add-ons. Over 55,000 of the WordPress plug-in options are free, and WooCommerce offers over 250 free plugins. If you are looking for an added feature, the sky’s the limit.

eCommerce Platform Add-Ons | Overview of WooCommerce add-on functionalities

With an additional plug-in, your site can have the abandoned cart recovery feature that is included with BigCommerce’s all-in package.

BigCommerce Add-Ons

As with WooCommerce, BigCommerce has a large set (200+) of available apps that can be added to an account, covering functionalities in Marketing, SHipping & Fulfillment, Accounting, ERP, and Security.

eCommerce Platform Add-Ons | Overview of BigCommerce add-on apps

Top paid apps that are available to add: ShipStation, Google Shopping by Sales & Orders, Justuno, and ShipperHQ.

Top free apps that are available to add: Mailchimp, QuickBooks Online, Yotpo Reviews, and Buy Buttons.

Payment Options Available

WooCommerce Payment Options

This eCommerce platform offers a wider range of choices with over 100 different payment options. It also has an in-house payment solution so you can manage your payments from one place.

Stripe, PayPal, Apple Pay, and Square are all included.

BigCommerce Payment Options

Stripe, PayPal, Apple Pay, and Square are all included, along with some digital wallets like Venmo and Chase Pay.

Support Services Offered

WooCommerce Support Services

They offer little to no support services. You are for the most part, on your own. There is a help centre that offers many technical documents, but remember, you must be tech-savvy to utilize these documents and this eCommerce platform.

BigCommerce Support Services

24/7 Live Support is offered through phone, email, and live chat. They also offer a robust help centre with guides to help you effectively manage your site.

Marketing Capabilities

WooCommerce Marketing Capabilities

With over 120 marketing extensions in their marketplace, WooCommerce offers increased customization but does not provide many built-in marketing tools. Without an extension needed, WooCommerce does support coupons and free shipping incentives.

BigCommerce Marketing Capabilities

This platform offers valuable marketing features in all of its plan options. These features include coupons, discounts, gift cards, integrations with Facebook, Instagram, eBay, and Amazon, blogging tools, abandoned cart recovery, and product reviews and ratings. There are also over 200 options for marketing integrations in BigCommerce’s app marketplace.

Platform Pricing

WooCommerce Pricing

This eCommerce platform plugin is free, but costs begin to add up when you need add-ons like hosting, SSL certificate, and other customization features.

BigCommerce Pricing

BigCommerce offers all-in-one pricing. You know what your all-in prices are upfront, unlike with WooCommerce. Also, their model is such that, as your online sales increase, so does the price of your plan. This may work well for some businesses, but be a deterrent for others.

Platform Reviews

Product reviews are an essential part of any buyer’s decision, and companies are quick to publish their best-ever reviews. And while it’s great to see who loves a product and why, sometimes it’s necessary to take a look at the other end of the spectrum.

WooCommerce – 5 Star Review

It’s easy to use and easily accessible. I also appreciate their shop theme that helps me to organize my product on my webpage and it’s beautiful with demo data so that anyone can easily edit the product from the demo data. I use their mobile app too which helps me to get order notifications as soon as possible.” – Read the full G2 Review here

WooCommerce – 1 Star Review

Needs elusive custom CSS unless you use nothing but prefab defaults even with Astra Pro — aesthetically buggy. They tell you your theme authors need to write you some CSS for things that are nothing but crummy Woo shortcuts in poor code. The only way Woo overcame WP eCommerce was better publicity. WP eCommerce was way less problematic for a person who just wanted it to match your theme global settings.” – Read the full G2 Review here

BigCommerce – 5 Star Review

“Similar to Shopify but MUCH better for B2B features. Many more features out-of-the-box. We can get by with far fewer apps than Shopify. Great customization options. The basic version does many of the things Shopify Plus does, at much less cost. Avalara works with all versions.” – Read the full G2 Review here

BigCommerce – 0 Star Review

It is an empty platform that you have to pay to add on anything useful, most analytics are lacking, everything a normal business would want you have to pay to add on. It is a waste of money. We are presently looking for a CRM to replace it as it does a terrible job. Support sucks.” – Read the full G2 Review here

In Conclusion

Remember, there is no one right solution. It is why both of these eCommerce platforms can compete and continue to grow and help businesses across all sizes and industries. If the solution for your business is not obvious after reading through these comparisons, consider asking your peers what they use and why it is right for them. Ultimately, BigCommerce is for the less tech-savvy and those who want less technical overhead, and WooCommerce is for a more tech-savvy team that wants to utilize increased customization and the skillsets of their technical resources.

What is an eCommerce KPI?

Key Performance Indicators, better known as KPIs, are specific metrics that your organization identifies as predictors of growth. You’ll find that eCommerce KPIs are strategy-based and a simple metric is something more tactical. Without understanding which metrics to look at, it is very easy to get lost in a sea of data and miss the important parts.

KPIs in the eCommerce space run the gamut. That’s what makes the leadership side of KPIs management so important. If your team is spinning its wheels measuring metrics A, B, and C, when the power actually lies in metrics X, Y, and Z, you’ve missed the opportunities sitting in the data right in front of you.

It is important to remember that the KPIs you select very much work in tandem. If you notice a dip or a spike in one of your selected KPIs, you can usually look to other related KPIs and metrics to gain deeper insight.

Why Track eCommerce KPIs?

Knowledge is power. Without laser focus on the information that matters to your business, it is very hard to become sustainably successful.

eCommerce brands experiencing the most success in 2022 are driven by data. The information is out there, and it is up to each leader to decide which exact data points matter most to your team’s direction and desired outcomes.

cartoon man presenting a KPI dashboard

22 Metrics to Consider

Below are 22 metrics we recommend as a starting point. Discuss these with your teams and you’ll quickly learn which matters most to your goals and particular industry and business line.

1. Add-to-Cart Conversion Rate
2. Cart Abandonment Rate
3. Shopping Cart Sessions
4. Average Session Length
5. Average Order Value (AOV)
6. Revenue per Visitor (RPV)
7. Net Profit Margin
8. Bounce Rate
9. Site Traffic
10. Traffic Source
11. Customer Lifetime Value (CLTV)
12. Customer Acquisition Cost (CAC)
13. Product Views per Session
14. Email Click Through Rate (CTR)
15. Email Open Rate
16. Average Resolution Time
17. Active Issues
18. Churn Rate
19. Return on Ad Spend (ROAS)
20. New vs Returning Visitors
21. Cost of Goods Sold (COGS)
22. Repeat Purchase Rate (RPR)

To gain a better understanding of these eCommerce metrics, including their formulas and benchmark values, continue reading below.

Add-to-Cart Conversion Rate

This value refers to the percentage of visitors who, during a given session, add at least one item to their cart.

Formula: Total Number of Sessions Where an Item is Added to the Cart / Total Number of Sessions

Who Should Care: Sales and Marketing Teams

Benchmark Value: 3-4%

Cart Abandonment Rate (CAR)

This lets you know about potential customers who add items to their cart but never complete their purchase. Your goal should be to have the lowest friction possible during checkout.
Integrating your checkout with something like Apple or Google Pay is one way to reduce friction.

Formula: 1 – (Total Number of Completed Transactions / Total Number of Shopping Carts) x 100

Who Should Care: Sales Team, UX Design Team

Benchmark Value: < 70%

Shopping Cart Sessions

This metric lets you track the total number of carts opened in comparison to the total number of site sessions. This provides insight into the attractiveness of your products and how well your site prompts a user to purchase.

Formula: (Number of Open Shopping Carts by a User during period Z / Total Number of Sessions during period Z) x 100

Who Should Care: Sales Teams, Owner

Benchmark Value: 40%

Average Session Length

This is the average time a visitor spends on your website during one single visit.

Formula: Total Session Duration / Total Number of Sessions

Who Should Care: Marketing and UX Design Teams

Benchmark Value: Approximately 3 minutes

Average Order Value (AOV)

This is commonly referred to as the Average Market Basket and it tells you the spend amount on a typical single order. This tells you about the revenue a customer generates.

Formula: Total Revenue / Number of Orders

Who Should Care: Sales Teams

Benchmark Value: It’s important to note that the AOV for a brand like Gucci will be significantly higher than that of Forever21. AOV should be benchmarked with a mind to product pricing.

Revenue per Visitor (RPV)

This metric tells you the average revenue each visitor generates.

Formula: Total revenue / Number of Visitors over a specific time period

Who Should Care: Sales Teams

Benchmark Value: As with Average Order Value, the revenue per visitor benchmark will vary based on a brand’s product pricing. This should be benchmarked against direct competitors with similar products.

Net Profit Margin

This is one of the most important metrics as it measures your profitability. It is the money you make after all deductions.

Formula: (Revenue – Cost) / Revenue

Who Should Care: Sales Teams, Owner

Benchmark Value: 7.26% for online retail

Bounce Rate

This metric tells you how many users leave your website after viewing just one page.

Formula: Total Number of One-page Visits/ Total Number of Entries to your Website

Who Should Care: Marketing and UX Design Teams

Benchmark Value: Keep this number as low as possible. 30-45% is a good target.

Site Traffic

This is the total number of people who visit your website.

Formula: Total of all users for a specific time period

Who Should Care: Marketing Teams

Traffic Source

This is where your traffic is being referred from. It could be organic search, social media searches, email campaigns, or PPC ads that lead a visitor to your website.

Formula: Total count of traffic to website, split by referral source

Who Should Care: Marketing Teams

Customer Lifetime Value (CLTV)

This metric shows you the worth of each individual customer to your business. Customer Loyalty is directly tied to this value, as is Return on Investment or ROI.

Formula: (Customer’s Annual Profit Contribution x Average Number of Years as a Customer) – Initial Cost of Customer Acquisition

Who Should Care: Sales Teams, Owner

Benchmark Value: 3x of customer acquisition cost (CAC)

Customer Acquisition Cost (CAC)

This value tells you what you spend to acquire or “buy” a new customer.

Formula: Costs Spent on Acquiring Customers* / Number of Customers Acquired

*typically via Marketing and Sales Prospecting spend

Who Should Care: Marketing and Sales teams, Owner

Benchmark Value: This can vary greatly depending on brand awareness, product prices, marketing spend, etc. According to FirstPageSage, the average retail and consumer eCommerce cost per acquisition is $87. For context, Amazon and eBay’s CAC are both around $170.

Product Views per Session

The Product Views per Session KPI communicates how effective your product marketing efforts are at driving interest, and how engaged your customers are when they arrive at your online store.

Formula: (Product pages viewed by Visitor A + Product pages viewed by Visitor B + … + Product pages viewed by Visitor N) / Total Number of Unique Visitor Sessions

Who Should Care: Marketing and Sales Managers

Benchmark Value: 3 product page views / session

Email Click Through Rate (CTR)

Email Click Through Rate measures the percentage of individuals that clicked on a link that is featured in an email. This KPI is typically monitored alongside Email Open Rate (the percentage of users that opened the email) and Email Click to Open Rate (the percentage of people that opened the email and clicked a link).

Formula: (Number of users that clicked a link in an email/Number of users who received an email) x 100

Who Should Care: Email and Digital Marketing Managers

Benchmark Value: Overall benchmark is 2.3%; retail is 0.7%

Email Open Rate

This measures the percentage of email recipients who open a given email.

Formula: (Total Number of Unique Opens / Number of Total Emails Sent Successfully) x 100

Who Should Care: Email and Digital Marketing Managers

Benchmark Value: 20%

Average Resolution Time

This measures how much time, on average, it takes to resolve a customer issue or support ticket.

Formula: (Resolution time for ticket A + Resolution time for ticket B + … + Resolution time for ticket N) / Number of tickets received within the given time period

Who Should Care: Operations and Customer Service Teams

Benchmark Value: Under 10 minutes

Active Issues

Active Issues displays the total number of unresolved tickets that are live and in the support queue.

Formula: Total number of tickets with an unresolved status

Who Should Care: Customer Service and Support Teams

Benchmark Value: 0 active issues

Churn Rate

This value provides insight into the pace at which customers leave your brand or cancel their subscriptions.

Formula: (Customers at Beginning of Month – Customers at End of Month) / Customers at Beginning of Month

Who Should Care: Product, Sales, Customer Service Teams

Benchmark Value: 4-10%, industry-dependent

Return on Ad Spend (ROAS)

This is how eCommerce companies evaluate how effective their ad campaign is.  Monitoring this return helps you ensure your ad efforts are increasing your revenue.

Formula: Revenue from Advertising / Total Advertising Cost

Who Should Care: Marketing Teams

Benchmark Value: At least 3:1

New vs Returning Visitors

Is your site compelling enough to have users come back? The New vs Returning Visitors KPI measures how well your team is generating net-new awareness and enticing past customers to come back to buy more. The KPI also shows the potential for new business versus repeat business.

Formula: (Visitors without cookies data) : (Number of users that have your website cookie attached)

Who Should Care: Sales and Marketing Teams

Benchmark Value: 7:3 ratio

Cost of Goods Sold (COGS)

This is the amount your product costs you to sell. It includes things like employee wages, overhead costs, manufacturing costs, and any other directly-attributable costs to production and distribution.

Formula: Beginning Inventory Costs + Additional Inventory Costs – Ending Inventory

Who Should Care: Sales Teams

Benchmark Value: This is dependent on product pricing profiles and sub-categories

Repeat Purchase Rate (RPR)

This metric explains the number of customers that return to your site to make another purchase.

Formula: Purchases from Repeat Customers / Total Purchases

Who Should Care: Sales, Marketing, and Product Teams

Benchmark Value: 27-32%

Search Engine Optimization is a huge function of marketing for any business. But SEO for eCommerce is an entirely different giant.

Smaller brands have to go head to head against massive brands, and trying to rank for a keyword phrase like “mens long sleeve athletic shirt” against Under Armour and Nike is no small feat.

What is SEO?

Search Engine Optimization, commonly referred to as SEO, is the practice of writing content to show up on search engine result pages, such as Google, to drive relevant organic traffic (aka unpaid traffic) to your website.

Confused digital marketer

Put very simply, SEO specialists work to uncover the words and sentences internet users input to a search engine – called keywords or keyword phrases – to find answers to a question or problem. They then analyze the search engine result pages (SERPs) to determine what kind of content Google, Bing, or other search engines see as an ideal format of an answer. They then try to write copy (marketing jargon for content) that better addresses the potential audience’s search intent to ultimately outrank the current best-performing pages.

All in all, SEO is a competition between peers that asks a wide set of questions, including but not limited to: Who can write better? Who answers a given question most holistically? Who do more people (aka other sites) trust on a given subject? Who are people currently talking about? Who can prove what they’re saying is true? Who can engage the right people? Who can keep people on their site the longest? Who has more content on this subject than anyone else?

What Makes SEO Difficult?

For me, the most interesting part of working in SEO has always been having to constantly overturn my knowledge of ranking tactics and learn the new emerging best practices.

With constant algorithm changes, new competitor content popping up, and an ever-changing keyword landscape, SEO experts need to always be on their toes. Which is something I personally enjoy.

Nicolas Cage smoking a cigarette "When I'm analysing the 7th Google update of the month"

Unfortunately, keeping a finger well on the pulse is incredibly time consuming, and while learning new tactics is great, these tactics actually have to go into practice… Meaning us SEO folk absolutely need help wherever we can find it. Search engine optimization tools fill in that need in a variety of ways, depending on the software, by streamlining research processes, providing writing and copy tips, making competitor analysis faster and easier, and amalgamating SERP features.

The eCommerce SEO Tools Worth Looking Into

Now, there’s a massive spread of Search Engine Optimization softwares and tools on the market today… And not all are as useful as the others. Below I will give you a brief walkthrough of the tools that either I’ve tried and would recommend, or tools that my eCommerce peers have tried and suggested in the past.


Ahrefs is an all-in-one SEO toolset and one of the largest website crawlers online today. Helping marketers rank on Google, the software provides tooling for full site audits, competitor analysis, rank tracking, keyword research, and link building.

"Ahrefs Free SEO Tools" Product Home Page

Ahrefs Top Tools

Site Explorer
Site Explorer provides a view into any site’s backlink profile and search traffic. This tool can be used for both competitor analysis or for analyzing your site’s current state.

Keywords Explorer
Keyword Explorer uses Ahrefs’ industry-leading database to find winning keyword ideas to rank on Google, Youtube, and Amazon.

Site Audit
The Site Audit tool examines your site for technical SEO issues and can provide a view to your SEO improvements over time.

Rank Tracker
As the name suggests, the Rank Tracker tool is dedicated to monitoring your ranking progress on both desktop and mobile.*

Content Explorer
The Content Explorer portal helps marketers find new link opportunities and new content ideas by finding the most relevant and viral content being shared on social media platforms in your niche.

*Did you know: Google is now prioritizing by Mobile-first?


Marketed as an online visibility management and content marketing SaaS platform, SEMRush stands among the most popular and widely recognized SEO softwares. Providing 50+ tools that bring in keyword data, ranking positions, backlinks, anchor text, and more to help all marketers – not just eCommerce marketers – do their job more efficiently, SEMRush helps companies grow their organic traffic, create content that ranks, uncover competitor strategies, and discover new advertising avenues.

"Get measurable results from online marketing" SEMRush Homepage

What is interesting to note about SEMRush for eCommerce professionals: The platform has specific functionalities built to address Local SEO. This functionality is not always a given in other SEO tools.

Functionalities for SEMRush Local SEO

Listing Management
Have your business data distributed to relevant authoritative directories and monitor reviews, while also following your local ranking progress with ZIP code granularity.

Position Tracking
Monitor daily performance by keywords and devices and compare with your competitors’ domains.

On Page SEO Checker
This tooling will provide you with strategy ideas based off of competitors and your own already high-ranking landing pages; backlink ideas and opportunities to increase your URL SEO score; technical SEO fixes; UX suggestions; and SERP feature ideas.

Social Media Toolkit
Post and schedule updates to your online channels including your Google Business Profile.

Moz Pro

As mentioned previously, there are a handful of Google algorithm updates every year and despite that, Moz Pro always seems to be up to date which has led to it becoming a fan favourite. While it is an all-in-one software covering everything from link and keyword research to custom reporting, fellow marketers tend to highlight the following 3 tools when raving about what Mox has to offer: Moz Keyword Explorer, Moz On-Page Grader, and Moz Pro Link Explorer.

"Higher rankings. Quality traffic. Measurable results." Moz Pro Overview Page

Moz Pro Tools of Note

Keyword Explorer
Keyword Explorer uses a formula to calculate keyword difficulty using page and domain ranks, authority scores, and competitor stats.

One-Page Grader
The On-Page grader assigns a letter grade to a specific url based on the page’s quality and relevance in addressing your desired keyword.

Link Explorer
Moz’s Link Explorer uses machine learning to mimic Google’s indexing bot. This helps marketers compare link profiles, Spam scores, and identify new link prospects to go after.


Straight from the mind of industry expert Neil Patel, Ubersuggest is a free keyword finder tool to uncover new keywords and, quite importantly, the intent behind each one. The tool helps SEO writers decide how to structure their copy by showing the top ranking pages for SERPs for both short and long tail target keyword phrases.

Ubersuggest domain and keyword search feature

What else does Ubersuggest give marketers

Domain overviews
Backlink data
Content ideas
Keyword suggestions
Mobile and desktop rank tracking

Answer The Public

ATP is one of the coolest apps in the SEO landscape. While it’s not a fancy all-in-one tool, Answer The Public does something truly amazing: it provides you with all the questions being searched in relation to your target keyword.

Imagine, you plug in the keyword you’d like to rank for, and all of the questions internet users have input into the search bar to come to that keyword SERP is displayed for you.

"Discover what people are asking about..." AnswerThePublic Keyword Search Page

Personally, I like to use this tool to get blog header ideas… So far? It’s been working.

Screaming Frog

Scream Frog is a great tool if you’re looking to analyze and improve upon your site’s technical SEO health. Surfacing duplicate content, site errors, bad redirect links, and link building opportunities at lightning speed, their SEO Spider tool is considered the best feature by top SEO experts.

Screaming Frog SEO Spider Tool Overview

There are both free and paid versions of the tool. Of course, the free version does not give users full access to the configuration, crawl savings, or advanced features, and it does limit the number of URLs per singular crawl (maximum 500 urls).

Additional insights surfaced by Screaming Frog

Duplicate Title tags
Missing Alt tags
301 Redirects

All insights can be exported to an Excel spreadsheet for easy actioning.

Keywords Everywhere

Keyword Everywhere is a Chrome and Firefox extension that aggregates data from a multitude of existing Google SEO tools such as Google Analytics, Google Search Console, and Google Trends. The extension displays monthly keyword search volume, CPC, and competition data right on the Google results page, helping you find the best keywords to rank for and helping your team formulate blog topic ideas.

"Keyword research on the go" Keywords Everywhere extension download page for Chrome and Firefox

The extension also allows marketers to upload a bulk list of keywords to see more accurate data which Google now keeps behind extensive ranges unless you pay for an Ads account.

Raven Tools

A technical SEO-focused software, Raven Tools provides site audits, rank tracking, marketing reporting, backlink tooling, link building management, and competitor research functionalities. The software is available in 2 versions: Raven Reimagined and Raven Classic.

Raven SEO Tools Overview

SEO marketers specifically point to Raven’s Link Manager tool as a major asset. Simply put, the Link Manager helps businesses analyze active and inactive links, link anchor texts, and backlink domains.


Optimizely is primarily a digital experience platform, though has some fantastic SEO-based toolings for marketers to take advantage of, especially for in-depth site analysis and backlink control.

"Unlock digital potential" Optimizely Home Page

Optimizely Features for eCommerce marketing

Server-side testing
Sitemaps and Robots.txt management
Content recommendations
Media management

Helium 10

Trying to get ranked on Amazon product pages? Helium 10 is an absolute must.

Unlike the tools mentioned above, Helium 10 is built specifically for eCommerce businesses that sell on Amazon.

"Everything You Need to Sell on Amazon and More" Helium 10 Product Offering

With Amazon having such a domination over the marketplace, Helium 10 was developed to help other professionals capitalize off of the Amazon opportunity. Offering tools to help eCommerce marketers conduct comprehensive product research, data analytics, and keyword research, the software has been instrumental in helping brands successfully get their products in front of the right customers.

Featured Helium 10 Tools of Note

Helium 10 boasts that their keyword research tool, Magnet, has the largest database of actionable Amazon-related long and short-tail keywords. Unfortunately, users on the free plan are limited to 2 keyword searches per day.

Listing Analyzer
Evaluating a brand’s product titles, descriptions, images, review counts, and comparing against those of already high-ranking competitors, the Listing Analyzer tool gives users immediate recommendations for areas of improvement for their product listings.

Trendster gives users a view into seasonality trends and price fluctuations over time, helping determine whether or not a product will have a steady stream of year-round business, or if the seller should expect demand fluctuations.

This functionality is designed to prevent users from accidentally missing important keywords in their product listing. Automatically checking off used keywords in a focused list, related keywords that are missing will be highlighted. Scribbles also takes into account the different text field lengths available to different categories on Amazon, and can be set up to address each accordingly.


Attracta’s award-winning managed SEO services have helped countless SMBs and eCommerce stores increase their SERP ranking and drive more organic traffic to their sites. With over 1500 hosting partnerships, Attracta builds up backlink profiles and updates and submits your sitemaps to the top search engines. In fact, Attracta’s sitemap creation tool pushes more than 100 million page updates on Google every day.

"Powerful SEO Tools" Attracta Product Home

While they are best known for the premium managed services, they do offer tools for teams that prefer to take SEO into their own hands. For those that want to do their SEO in-house, the software provides tooling for technical audits, content generation, keyword analysis and optimization, title and meta tag creation, link building, and ranking reports.

Their most helpful offering for eCommerce folks? Local SEO Orders.

Attracta’s Local SEO Orders

For $45, eCommerce managers can contract Attracta to perform local SEO optimizations in their target area. With 25 local directory listings and authority to the Maps results, this service order is open to international brands as well.

And finally…

The Entire Google Suite

This includes, but is not limited to:

Google Analytics

Google Search Console

Google AdWords Keyword Planner

Google My Business

Google Trends

And Incognito mode! Chrome remembers your search history, so when you’re doing some recon on Google SERPs, use incognito mode to get a better idea of what naturally comes up on any given results page, without Google trying to serve you a tailored content view.

So, I’ve made some suggestions. Time for you to make some decisions.

Peloton instructor saying "I make suggestions. You make decisions."

Have any other SEO tooling suggestions? Send me a message at katya.zeisig@noibu.com and let’s chat!

Have you ever had a conversation that went something like this?

Support Rep: “I just heard from a prospective customer that they’ve been trying to add an item to their cart, but the button isn’t working.”

You: “Okay, let me verify.”

A few minutes later, you can confirm that the button the prospect was trying to click is indeed not working.

You: “Hey Developers, there’s an issue on our site. I need it to be fixed ASAP so we don’t lose any more sales.”

Dev Team Manager: “Okay cool. What’s the issue?”

You: “Something about Javascript…”

Honestly, as someone who has never worked in development or engineering, I really never understood some of the errors I would come across while I was troubleshooting a site functionality issue. Someone would mention, “I think Javascript is throwing us an error” and I would have no idea what that meant, just that something had to be fixed and I had to pass it along to the dev team.

Not having a clue into what the Javascript error was, what caused that particular one, or what it looked like made it very difficult for me to properly translate that error to our developers for them to resolve. To put an image in your head, I often felt like I was dropping a baby off on the steps of a church… hoping for the best but not providing them with much information to work with.

frustrated man sitting behind a laptop storms out of frame - Text reads IGHT IMMA HEAD OUT

I would always feel awful asking my developers for a resolution, without being able to provide them with any useful context or indication of where to start their efforts.

So I decided to jump in and learn the impact of Javascript language and functionalities, hoping that some basic knowledge would enable me to better understand incoming errors that directly affect my job, and so I can be a better teammate to my developers.

In all likelihood, frontend Javascript experience was not listed in your initial job description either. But it’s my philosophy that happy developers make for a happy company… So it may be time to ramp up – even a little – on Javascript knowledge!

What is Javascript

Javascript is an incredibly popular programming language used throughout the web to power interactive features, frameworks, and reactive graphics and animations. Without the introduction of Javascript into the programming world, the web would be a significantly less interesting place.

Used to call on predetermined functionalities and objects set by your programmer, Javascript enables the user-interactivity you see on most web applications.

The community of skilled Javascript programmers is massive, and as more individuals contribute to the space, the language is continuously evolving to become more and more complex and sophisticated.

This evolution is great for internet consumers and users, but it’s not so great for the programmers in charge of your front-end functionality. Because unfortunately, as with anything that increases in complexity, so increases its vulnerability to errors.

2 people in medieval clothing walking, one saying, "That's the tricky part"

What types of errors can occur in Javascript?

While I could write you a 20 page report that covers every single possible bug or error that could occur in Javascript – with the help of my engineering team, of course – as eCommerce managers, we don’t need that level of granularity. We just need to gain an understanding of the most common bugs so we can wrap our heads around new javascript error messages that may pop up.

In a study conducted by the University of British Columbia (UBC) to uncover the root causes of javascript errors, researchers were able to put javascript error messages into 5 categories:

1. DOM-related errors
2. Syntax-based errors
3. Undefined / Null variable usage error
4. Undefined method error
5. Improper usage of the Return statement

What happens when there’s an error in Javascript?

As you can imagine with the above spread of error categories, what actually happens when a bug occurs will vary.

Sometimes it means a small navigation button won’t be clickable on your site, other times it’s the Add To Cart function that isn’t firing anymore. Worst case, a Javascript error can cause an entire website and/or application to not run at all.

Boiled down to basics: There’s something wrong with the code, and it’s stopping your website from functioning as intended. Javascript has thrown a wrench into your plans.

DOM-Related Javascript Error Explained

When we think of Javascript technologies, we will typically think of backend code, similar to that of Node JS. Surprisingly the ability to make web pages interactive is the main reason the Javascript language came to fruition, hence a significant functionality of it is to manipulate the front-end.

Document Object Model (DOM) manipulation refers to a functionality in Javascript that allows programmers to manipulate the structure, styling, and content of a page. This is actually where over 50% of common Javascript errors originate from.

Since Javascript is typically executed in the order of which it appears in the code, DOM errors often occur when programmers make the mistake of trying to reference an element before the DOM contains the element that was referenced.

The quick fix next time a DOM error gets thrown? Ask your dev team to make sure all referenced elements are added into the first few lines of code.

Incorrect and Correct DOM Code Examples in Javascript
Ultra-Simplified Example

What’s particularly nice about knowing this? Instead of asking your dev team to spend an hour recreating the error to pinpoint what went wrong and where, you can provide them with direction with the root cause so it only takes a few minutes to quickly reorder the code.

Syntax-Based Javascript Error Explained

A syntax-based Javascript error refers to an issue arising from, really, a grammatical error. Every language has its own rules that have to be followed in order to be interpreted correctly. Javascript language is no different.

Commonly occurring when a programmer forgets a parentheses or unmatched bracket, a syntax-based error will be thrown when the interpreter of the javascript code observes an element or token that does not have a standard syntactical match in the JS language.

Incorrect and Correct Syntax Code Examples in Javascript
Ultra-Simplified Example

Example: Your programmer may need to use conditional statements to address multiple conditions. If there is a required parentheses that is missing to properly identify these conditions, a syntax flaw will be detected and reported.

Imagine you were working on a new page and, during the HTML coding process, you forgot to close out your Href tag. Suddenly, you don’t have a phrase that is hyperlinked… You have the rest of your blog hyperlinked. A syntax-based error is sort of similar to that, but almost always significantly less obvious in production.

Another example of a syntax-based error occurs when the programmer has forgotten to properly pass on their coded argument to a function.

Unlike a DOM error, the best way to ensure this doesn’t happen is simply with usage over time. No, not eCommerce manager usage, don’t worry. You’re not expected to be fluent in Javascript.

With any language the more you’re immersed in it, the more fluent you’ll be. So for developers, practice really makes perfect on this one.

Improper Usage of undefined / null Keywords Explained

First things first, “null” is an assignment value assigned to a variable to indicate a non-existent value. Surprisingly, “null” is also a Javascript object.

“Undefined” indicates that a variable or other related element lacks an assigned value, where one is usually expected.

Put into a real-world example. Having a “null” value is like having a display case with nothing in it. An “undefined” is as if the display case itself is missing.

With 2 different meanings of “null” and a similarly defined “undefined”, it’s not a surprise that some javascript developers mix up their usage of the keywords.

In a typical stack trace, an incorrect usage of null / undefined may look something like the following:

Javascript code snippet with error

Javascript Undefined Methods Error Explained

When an “Undefined Method” error is thrown, the cause can be linked back to the programmer inputting a non-existent function call for an object. Essentially meaning that the Javascript code does not know what to do with the called-upon property or object.

There are 2 Methods that interact with Javascript objects; the instance methods and the static methods. Instance method refers to built-in tasks that can be performed by an object in an instance; static method refers to a task that is directly calling an object constructor.

So how does this help you work with your developers and get a quick fix?  Eliminating the need for the development and engineering teams to do a deep dive root causes analysis is a huge time saver. Also, saying something along the lines of, “Hey, something’s not working with Javascript” is a lot different than saying, “Hey, I think there’s a faulty method-call on this part of the site. Could your team take a look to see where there’s a mismatched method function?”

As with the other explanations, even this basic level of understanding will help you direct your development team to where their efforts should be focused.

Similar to the syntax-based errors, the best way to avoid undefined methods from being used is prolonged exposure to the language. As programmers get more used to the intricacies and functionalities of different aspects of the Javascript language, they will be more aware of what functions can be applied to which objects and which method calls will be invalid.

Improper Usage of the Return Statement Explained

A Return statement stops the running of a function so its value can be outputted; it tells a given function when to return with a value. When used incorrectly, inputting a return statement will interfere with application performance.

While programmers can break a javascript statement into two lines and get the same output, breaking the return statement (simplified example below) opens the door to errors.

Return Statement Javascript Code Example
If run, the code will return an undefined error

There are a few ways to “break out of” a function loop to move onto the next element in your code. Programmers can use Break to exit from the loop, and Return to go back to the step where the function was called or to stop further execution and output a value.

How to Automatically Detect Javascript Errors

So now you know what can cause a Javascript error and what it might look like. But when you’re solely relying on customers to flag site errors, there’s a chance you’re missing a whole chunk of unreported bug occurrences.

In fact, I can almost guarantee that if your error handling is dealt with through customers reporting into your support team, you’re missing up to 90% of real onsite errors. Yes, only 10% of customers will ever get frustrated enough to create a support ticket. Oftentimes, they just leave your site; a potential sale is completely lost.

Now obviously it’s neither effective nor efficient to have someone on retainer 24/7 to constantly check site functionality for all entrance avenues, devices, browsers, physical locations, buyer journeys, etc. And other application monitoring tools don’t provide the extra data developers need to actually solve an identified problem.

There is a solution though.

Noibu is the first ever platform to offer real-time error detection for eCommerce brands. The platform streamlines your workflow by automatically prioritizing eCommerce errors (Javascript and more) by their impact to conversion and therefore revenue. It also further helps your developers by packaging up all relevant data and stack traces to help them resolve errors without spending hours stuck in reproduction.

If you’d like to learn more about how Noibu can help – so you don’t need to remember all the Javascript things I just told you – reach out to me at katya.zeisig@noibu.com and I would love to set you up with a free site audit!

So you have the traffic, but not the sales. You have online shoppers adding to cart, but not getting orders passed through… What gives?

If you’re on this blog right now, you probably know the answer lies somewhere in eCommerce optimization. And if you think the first place to start is to take a look at what is stopping you from increasing your conversion rate at checkout, you’d be right.

Currently, you have 100s of pieces of content to choose from when it comes to getting your list of conversion depreciators and conversion rate optimization (CRO) techniques together. But there is a bigger part of the puzzle that is missing, one that most blogs don’t talk about…

Blue puzzle piece labelled "Design tips";  Yelllow puzzle piece labelled "CTA Tests"; Green puzzle piece labelled "Speed enhancements"; Pink puzzle piece labelled "Social proof"; unattached puzzle piece outline labelled "?"

So without further ado, let’s take a moment to cover the commonly known contributors to lower conversion rates, then really dive into the conversion detractors that are just as important, but significantly less talked about, in the eCommerce industry.

Things We Know Are Killing Your Conversions

It’s no secret that there are a number of aspects that go into the buying decision process, and as eCommerce providers we only have control over a select few. It is for this reason that we now have a whole profession dedicated to ensuring that each of the aspects brands do have control over are perfectly ironed out and optimized to cut through the noise and doubt.

So imagine you’re taking a look at your metrics and are noticing a major leak in your sales funnel (or maybe you don’t have to imagine). You take a step back. The next logical step is to do some conversion optimization, right? You jump onto your search engine and type in something along the lines of, “How do I improve my checkout conversions in my eCommerce store?” or, “Best practices for conversion rate optimization.

In all likelihood, you’ll be served up tons of guides with 10s and 100s of CRO tactics and page design tips that contribute to lower conversion rates.

When tackling online sales conversion, the framework that has been most successful for industry professionals has been to focus their CRO efforts into 3 main goals:

1. Getting leads i.e. Persuading prospects to give you their email addresses
2. Getting “Add to cart”s i.e. Driving visitors to place an item in their cart
3. Getting Orders i.e. Having potential customer successfully complete checkout

5 Known Tactics to Drive Conversion Across All 3 Goals

These are often related to human psychology and common sense, then confirmed through A/B testing:

1. FOMO (Fear of Missing Out): Countdowns, number of people looking at the same item, limited time offers, all these trigger deep emotions that make consumers want to sign up to take advantage of exclusive deals

2. Hierarchy of messages: Online shoppers like to know what to read first and where to click. Call to Action overload is often a silent conversion killer

3. Colour combination: Many A/B test show that changing the colour of the main CTA button drives substantially more clicks

4. Trust signals: Product reviews, testimonials, store rating, security icons, social proof, and photos of real people all contribute to improving trust in your online store

5. Live chat: Having a chat bot, phone number, or live human help can aid in getting more people further down the funnel

6. Layout and Mobile optimization: If your buttons are too small for large fingers, there’s a whole demographic you’re losing

Top 5 Known “Add to Cart” Conversion Killers

1. Low quality product photos

2. Weak product descriptions

3. Lengthy delivery time

4. Muddied eye-path / Clunky landing page design

5. Pricing

Top 4 Known Checkout Conversion Killers

1. Mandatory registration at checkout: Around 25% of shoppers abandon checkout because they are forced to create a membership account during the checkout process (source: Baymard Institute)

2. Unexpected costs: This is the top reason for cart abandonment and it’s driven by either a checkout layout that doesn’t show all the costs upfront, or shipping costs that are too high

3. Too long and complicated checkout form to fill: It’s proven, the less fields the better. Forms with unnecessary fields to be completed, extra steps or pages, or added distraction present more opportunities for drop offs

4. Not offering enough shipping and payment: Limited shipping and payment options can cause potential customers to shop elsewhere. As an example, fashion customers are now expecting free shipping and free return, many European markets prefer to pay with bank transfer, and millennials love their Buy Now Pay Later apps

Known Checkout Conversion Quick Fixes

Most eCommerce platforms, whether they are SaaS closed source like Shopify, or open source like Adobe Magento, don’t allow users to fully customize their checkout pages. Mainly enterprise merchants with their in house eCommerce platform or a big dev team who perform heavy customization can play around with the various CRO tactics mentioned above.

Adobe Commerce (formerly known as Magento 2) customers, though, no longer have to be stuck with a hard to customize default checkout template.

Built on the idea that eCommerce folks should have creative and strategic control over their checkout flow, OneStepCheckout works with Magento 2 stores and allows users to break out of Magento’s multi-page, templated flow and create their own optimized checkout page.

Based on 10 years of feedback from tens of thousand of merchants, the plugin offers possibilities to choose:

Registration modes that cause less friction
Form filling layouts that work best for merchants’ respective customers
Popular shipping options and payment options for each market
– User experience that is proven to drive better completion rate (hiding coupon codes, showing total upfront, etc.)

Here is what a highly converting checkout page looks like, with an average improvement of 30 to 35% just driven by design changes.

OneStepCheckout Demo Checkout Page
OneStepCheckout’s Demo Checkout Screen

Personally, I highly recommend checking out their free and self service demo. They’ve been a great resource for many of my contacts. (You can see a few of their use cases here: Magento 2 Examples: 13 US-based online stores).

If your store is not built on Magento, you can still take inspiration from the features they chose to include in their product overtime as those are the one in highest demand from their clients.

There Are Hidden Conversion Killers Plaguing Your Checkout

Although you might have read through all the known reasons for cart abandonment in the past, we can’t stress enough the fact that Checkout is definitely the goal that matters the most to any online business.

A misconception is to start at the top of the online funnel and invest in getting traffic in the first place. Think of it as a colander. No matter how much you pour into it, it’s still leaking and doesn’t retain much water. You need to patch some of the holes before you pour more into it, and that’s all about fixing the top reasons that drive shoppers to leave at checkout.

One thing I have noticed, though, is there is a pretty massive portion of eCommerce conversion rate optimization that no one ever tells you about: hidden site errors.

"Failed to load resource: net::ERR_BLOCKED_BY_" error code superimposed on a frustrated woman in a black shirt

All the website best practices in the world can’t help you improve your conversions, and thus revenue, if at the very end of the line your potential customers are met with a checkout error when they go to buy.

There are literally hundreds of assets that go into your site development, and while your quality assurance and eCommerce teams can test a multitude of web session types in production, between the multiple browsers, different devices, and various methods used to access your web store once it’s live, it’s inevitable that an untested flow will come in or a server update for a platform will be released and suddenly… Your perfectly constructed checkout flow breaks.

And with only 10% of customers ever reporting site errors back to brands, you can bet there are a lot of instances that go unnoticed, unreported, and unresolved.

So, as someone reporting on eCommerce site conversion, you’re taking a look at your metrics on Google Analytics, for example, and you cannot account for the major drop in conversions. Or you’ve asked your digital marketers to implement countless conversion rate optimizations on site and yet you’re still not seeing the return on investment. What could be attributed to this disconnect?

Since every website is different, there’s no “one size fits all”solution that can help you out. You need to go granular and that looks very time consuming, but fear no more, there might now be a way for you to spot the top errors and prioritize them based on the lost revenue they each generate.

8 Hidden Killers to eCommerce Conversion

While your web design and development teams have control over the look and feel of your eCommerce store, there are some aspects that are subject to change without oversight from said team. Below, I’ll list the hidden critical bugs that can pop up and disrupt the buyer’s journey, affecting your bottom line and your checkout conversion metrics.

1. Button clicks not registering due to code definition error
– Something was incorrectly defined in the code structure or the code has stopped running, leaving an asset un-clickable.

2. Website security permissions blocking an event from firing
– Security settings on your eCommerce site are preventing a checkout-related event from firing properly.

3. 4xx and 5xx errors served when browsing
– Addressing commonly experienced user errors, broken page paths, etc. might seem simple and probably something you covered in your initial Best Practices run. But with an infinite amount of users, an infinite amount of paths to checkout, and an untold amount of new or edited pages from your marketing team, it’s inevitable that there will be some pieces missed. Catching them as soon as they occur will increase your chances for a positive interaction with your potential customer, and will drive up conversions.

4. Server or hosting shutdowns and/or disruptive software updates
– An external service provider or platform that is being used to operate a portion of your sales flow has updated their software or is experiencing downtime, and the result is causing your site to act unpredictably.

5. Null is not defined
– Applicable mainly to Magento 2 hosted sites, null is not defined occurs when a piece of data is incorrectly located in Magento’s memory.

6. Autofill errors
– A great innovation for time-savings, but it can create a significant hurdle when the auto-fill generator grabs the wrong information.

7. GTM clashing
– Tags deployed through Google Tag Manager are restricting or clashing with another piece of code, platform, or service.

8. JavaScript Code Errors
– Runtime and syntax errors produce unexpected results that cause your site to not work as intended, harming the user experience and sometimes blocking a critical conversion action from taking place.

You’d be surprised to learn how often each of those hidden detractors actually pop up on sites, and how often they go undetected. As I mentioned before, 90% of errors that come up on eCommerce sites are never reported by the customer.

A Solution to the Hidden Errors

In a perfect world, all online retailers would have a platform that could automatically pick up on rage clicks, buggy code that has stopped working, JavaScript that is being blocked from firing, etc. And ideally, that functionality would remove the headache of trying to figure out which errors needed to be actioned first… But the idea of this type of service is still relatively new to the market.

Noibu, thankfully, has been leading the innovation into this functionality. Monitoring your eCommerce site – be it hosted on Magento, Salesforce Commerce Cloud, Oracle, IBM Websphere, Hybris, SAP Commerce Cloud – Noibu’s software automatically detects on-site errors blocking your customers from converting.

Simply knowing there is an error, though, is not really enough to resolve an issue, at least not efficiently.

The error-monitoring software also captures the behind-the-scenes data your development team needs to resolve any issue, auto-prioritizes bugs by their impact on revenue, and provides direction in terms of where resources should be allocated for the most impact. All this means your team can be enabled to tackle bugs that will truly move the needle, and make sure money isn’t being left on the table.

If you’re interested to see how it works – or simply want to test your site out to see how many errors are currently live – our team would love to set you up with a free demo account.

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After yet another year of unprecedented events, it seems as though there is a bit of reflection of life in art (read: product). Just as the world continued to experience crazy changes, we’ve had an unprecedented amount of updates deployed in our product. But at least in our case, the changes were all for the better.

And we hope you agree.

Thanks to the amazing feedback from our customers, our engineering and product teams have had their plates full with exciting new updates and features to make revenue recovery even better for eCommerce professionals. We want to take some time now to showcase their hard work and explain how it all benefits you and your teams.

So without further ado, we present to you our much-less glamorous version of Spotify Wrapped: Noibu’s 2021 Hottest Feature Release Roundup!

Feature Update Guide

1. Issue Trends

2. Progressed Percentage Over Time

3. Summary Dashboard

4. New User Interface

5. Closed Fix Recurrence Alerts

6. Friction Factor & Symptoms

7. Jira Integration

8. Beautified StackTrace

9. Other Updates

10. New Case Studies

Feature 1: Issue Trends


Issue trends is a visual graph showing the impact of errors over time categorized by the following:

Annualized revenue loss: How much revenue the business stands to lose over a 365 day period if the issue isn’t resolved
Actual revenue loss: How much revenue the business has lost in a particular week, day or hour
Occurrences: How often the issue is occurring on site

Pro Use Case

1. Identify spiking issues to prioritize your backlog
2. Correlate a drop in conversion to a specific new or existing spiking error
3. Confirm that a fix is working by seeing the occurrences trend to 0 post-deployment

*Issue trends are also available in each issue ticket

For more info: https://updates.noibu.com/en/issue-trends

Feature 2: Progressed % Over Time


View your funnel conversion rates over time inside of the summary dashboard tab.

Pro Use Case

If there is a drop in conversion in the funnel you can go to issue trends and see if a JS or HTTP error is causing that drop by viewing if any issues are spiking during that same time period.

For more info: https://updates.noibu.com/en/progressed-percentage-over-time

Feature 3: Summary Dashboard


A comprehensive view of your progress in Noibu and current state of your website:

– Annual revenue saved
– Annual revenue lost
– # of issues resolved
– # of new issues
– Funnel analysis
– Progression %
– Top suggested issues
– Team activity

Pro Use Case

See up to date KPIs at a glance.

For more info: https://updates.noibu.com/en/summary-dashboard

Feature 4: New User Interface


An enhancement of the user interface features including funnel, all issues, session search, session details, and issue details.

– More user-friendly interface
– Beautified stack trace
– Search by IP address in Session Search
– Filter and sort Issues by Most Revenue Loss

Pro Use Case

Always check the What’s New tab in the top right corner of the console because we’re consistently shipping new updates (driven by feedback from our valued customers!)

For more info: https://updates.noibu.com/en/enhanced-user-experience

Feature 5: Closed Fix Recurrence Alerts


Email (and Slack) notifications to notify you if closed fix issues reoccur.

Pro Use Case

Always change the state of the issue to ‘closed-fix’ when a fix has been successfully implemented to ensure you’re alerted if the error reoccurs.

For more info: https://updates.noibu.com/en/closed_fixed-recurrence-alerts

Feature 6: Friction Factor & Symptoms


Easily identify the sessions where users had the highest amount of difficulty.

Friction factor: The higher the number the more difficulty the user had
Symptoms: Behaviours inside of the session e.g. rage click, slow session, etc.

Pro Use Case

Use friction factor and symptoms to understand user experience. All sessions in Noibu are sorted by Friction Factor from high to low by default. One additional use case is to copy and paste the URL of your campaign specific landing page to investigate UX.

For more info: https://updates.noibu.com/en/friction-factor-and-symptoms

Feature 7: Jira Integration


You can send Noibu issues directly to Jira with important error details in a pre-populated Jira ticket (includes a link back to Noibu).

Pro Use Case

When tickets are closed in Jira, they are closed in the Noibu console.

For more info: https://updates.noibu.com/en/jira-integration-2

Feature 8: Beautified StackTrace


Developers can view which specific line in a JS file a JS error is being triggered from with the beautified version of the JS stack. This will help you quickly debug the issue by understanding exactly where the issue happened in the code.

Pro Use Case

99% of JavasScript errors can be resolved by leveraging the Stack Trace in Issues under the Developer tab. Stack Trace identifies the JS file and line of code in which the error is found. This provides time savings for developers when resolving issues.

Other Updates of Note

Weekly update email: The weekly updates now include annualized revenue loss. If you’re not currently receiving updates, click on “My Profile” and check the “Weekly Updates” box to receive the updates.

CSS blocking: Blocking PII for GDPR compliance + US privacy laws

CSS filtering: You can filter for sessions where users interacted with a certain CSS class

New Case Studies

We love chatting with our customers about how they’re using Noibu’s platform. Check out a few of this year’s success stories!

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