How Alice + Olivia protected $1.8M in revenue by resolving checkout errors with Noibu

About the brand

Founded in 2002 by Stacey Bendet, Alice + Olivia is a globally recognized premium womenswear brand known for bold, expressive fashion. With a presence in 800+ department and specialty stores across 50 countries, the brand relies heavily on its ecommerce platform to deliver a flawless digital shopping experience to customers in more than 100 countries.

But when intermittent checkout issues and technical site bugs began to impact performance on their Salesforce Commerce Cloud (SFCC) site, Alice + Olivia’s ecommerce team knew they needed more than traditional digital analytics.

They turned to Noibu, the ecommerce error monitoring platform built to detect, prioritize, and resolve hidden site errors—before they hurt conversions or revenue.

To understand the brand's ecommerce monitoring journey with Noibu and the impact it has had on their ecommerce operation,s we sat down with Carrie McMahon, Ecommerce Product Manager at Alice + Olivia.

Before Noibu: A manual, reactive approach to errors

Before implementing Noibu, Alice + Olivia’s ecommerce workflow for error resolution was reactive and inefficient.

• Internal team members would report bugs through a Google Form.
• Customers sometimes called in to describe broken experiences.
• Developers struggled to replicate issues due to vague details and lack of visibility.

"We were spending a lot of time replicating issues and we have been able to cut down on that with Noibu."
— Carrie McMahon, Ecommerce Product Manager

Without technical visibility into how or why issues occurred, resolution often stalled. The team opened Jira tickets for their external development agency, but limited context made errors hard to reproduce—especially in critical flows like checkout.

Why Alice + Olivia chose Noibu

Carrie McMahon, Ecommerce Product Manager, was introduced to Noibu through their external development agency. The decision to move forward was driven by three key advantages.

1. Visibility into business impact

"The ability to view the impact of technical errors in terms of predicted annual revenue loss gave the leadership team confidence in the platform."
— Carrie McMahon, Ecommerce Product Manager at Alice + Olivia

2. Actionable diagnostics: Noibu not only detected unresolved checkout errors—they also outlined exactly how to fix them.
3. Complementary to existing tools: The brand's existing digital insights platform highlighted friction, but couldn't explain or solve technical errors. Noibu filled that critical gap.

"The platform provides very actionable insights that are geared towards developers, helping them take end-to-end ownership of efficient error resolution."
— Carrie McMahon, Ecommerce Product Manager

Transforming error resolution on SFCC

With Noibu, Alice + Olivia dramatically improved their error triage workflow:

• Connected customer complaints to technical errors: Noibu’s Help Code feature allows customer service reps to tie user reports directly to session recordings.
• Faster identification with SFCC session ID filtering

"Being able to filter sessions based on Salesforce Commerce Cloud's session IDs made a world of difference."
— Carrie McMahon, Ecommerce Product Manager

• Streamlined development workflow: Integration with Jira enables automatic ticket creation, complete with full context for developers.
• Session coverage and trend tracking

"The session recording tool we had wasn't covering 100% of the sessions, so having all sessions available to review has been really helpful. Being able to look at issues trends (line charts in particular) and see the noise reduce as we solve these errors has also been incredible."
— Carrie McMahon, Ecommerce Product Manager

Tangible results

• $1.8M+ in protected revenue
• 10 critical errors resolved
• Countless developer hours saved
• More efficient developer sprints
• Stronger collaboration across teams

“The biggest win for us has been saving critical development hours. We were spending a lot of time replicating issues and we have been able to cut down on that with Noibu.”
— Carrie McMahon, Ecommerce Product Manager

Noibu’s impact extended across the business—from CS to dev to leadership. Developers could self-serve. The customer service team could confidently collect issue reports. And leadership gained visibility into how error resolution influenced the bottom line.

“Noibu has helped facilitate better communication with the customer service team and also ensured that the development agency is self-sufficient to address errors on their end without me having to bring them to their attention.”
— Carrie McMahon, Ecommerce Product Manager

Tracking the win: A drop in JS errors

The impact of Noibu was quickly visible in key metrics:

“The JavaScript errors chat in Google Analytics had really spiked over the past few months. Within the first month of signing up for Noibu and addressing the key JS errors in the dashboard, that chart in Google Analytics showed a significantly sharp drop in errors. Out goal wasn't to just solve errors for the sake of it, but we solved the right errors and can see its impact.”
— Carrie McMahon, Ecommerce Product Manager

How Noibu fits into Alice + Olivia's broader stack

While Alice + Olivia had tried other performance and error monitoring tools, Noibu stood apart for its:

• Developer-first workflows
• Business impact metrics
• SFCC log integration

‍“We previously used a website monitoring tool but those don't give you fixes or solutions, just alerts that tell you when something on your site is down. Noibu provides transparency into the way our code interacts with the third-party code and the integrations we have, especially the ones on our checkout flow. Sometimes, it’s hard to understand and separate our issues from those coming from third parties.”
— Carrie McMahon, Ecommerce Product Manager

The SFCC log integration, in particular, made a significant difference:

‍“Enabling Noibu's SFCC log integration has allowed us to create a direct pathway between sessions in Noibu and log entries in SFCC.”
— Carrie McMahon, Ecommerce Product Manager

Conclusion

By implementing Noibu, Alice + Olivia transformed how they approach ecommerce performance and error solution on Salesforce Commerce Cloud. They now:

• Detect and prioritize high-impact errors
• Quantify and prevent lost revenue
• Reduce developer hours spent on manual triage
• Improve cross-team collaboration and communication

“Noibu has been game-changing in terms of site conversions.”
— Carrie McMahon, Ecommerce Product Manager

Want to see what Noibu can do for your SFCC store?

Book a demo today and see how Noibu helps ecommerce brands eliminate hidden errors, improve conversions, and protect revenue.