How Ariat prevented $5.5M in ecommerce revenue loss with Noibu

TL;DR

Ariat, a global performance footwear and apparel brand, was quietly losing revenue due to undetected bugs—especially in the checkout funnel. After implementing Noibu’s ecommerce error monitoring platform, Ariat:

• Resolved 419 critical site errors
• Prevented over $5.5M in lost revenue
• Achieved a 10x+ ROI
• Shifted from reactive triage to revenue-driven development

Noibu gave Ariat’s team real-time visibility into hidden bugs, prioritized fixes based on financial impact, and empowered them to scale digital performance with confidence.

Overview

Despite having a mature QA process and premium tooling, Ariat’s ecommerce team knew something was off—customer complaints were low, but conversions weren’t where they should be.

That’s because the real threat wasn’t obvious: undetected bugs quietly breaking customer journeys, especially in checkout.

To protect their brand and bottom line, Ariat partnered with Noibu—a purpose-built ecommerce error monitoring platform that detects hidden bugs, quantifies their business impact, and enables teams to fix what matters most.

Challenge

Even with a robust stack—including digital experience platforms (DXPs), QA automation, and manual testing—Ariat struggled to detect critical bugs in real time, particularly those in the checkout funnel.

Prior methods included:

Before Noibu, Ariat’s error detection relied on a patchwork of tools and teams:

• Customer service reps escalating complaints
• Manual QA + automated test suites
• Session recordings from digital experience platforms (DXPs)
• Basic monitoring and alerting tools

This approach left a blind spot—bugs that weren’t visible, weren’t reported, and couldn’t be tied to revenue loss.

“We used a well-known DXP, which is suitable for assessing the customer experience but falls short in helping us identify errors. The abundance of sessions made it nearly impossible to pinpoint issues. Noibu, on the other hand, provides instant notifications, technical details, and financial impact data for each error, which is an unprecedented feature in my extensive ecommerce career.”
— Todd Purcell, Sr. Director of Ecommerce Engineering

Even when errors were detected, prioritizing them was guesswork. There was no consistent way to know what each bug was costing the business—or which ones to fix first.

Solution

Ariat integrated Noibu in June 2023, installing its lightweight monitoring tag with zero disruption. From Day 1, the platform began tracking 100% of live site sessions, using real-time error detection to surface hidden bugs and quantify their revenue impact.

Once implemented, Noibu began automatically detecting site issues in real time and assigning a dollar value to each one using its At-Risk Revenue Loss (ARL) model.

Todd’s team integrated alerts into their workflow and assigned a QA engineer to monitor them. Bugs were quickly identified, prioritized by revenue impact, and routed through Jira into their dev pipeline.

“Noibu significantly enhanced our ability to detect and learn about previously unknown opportunities. We set up notifications via messaging tools whenever a site issue arose, and even designated a QA engineer to monitor alerts from the platform.”
— Todd Purcell, Sr. Director of Ecommerce Engineering

“With Noibu, we've traced certain errors to third parties. In such cases, Noibu's notifications have allowed us to swiftly engage with designated support teams for prompt resolution.”
— Todd Purcell, Sr. Director of Ecommerce Engineering

Results:

Ariat moved from reactive triage to revenue-aligned decision-making, resolving the most impactful bugs faster and with greater confidence.

“The alignment of errors with profit has been a game-changer for me. Noibu's ability to quantify the financial impact of errors is unparalleled. Knowing which errors result in revenue loss and whether they warrant inclusion in a release or hotfix has been exceptionally valuable.”
— Todd Purcell, Sr. Director of Ecommerce Engineering

Looking ahead

Noibu has become part of Ariat’s daily operations—monitoring every new release, flagging regressions before customers are impacted, and ensuring clean code at every deployment.

Looking ahead, Todd’s team sees Noibu as a critical partner in maintaining site quality, improving team workflows, and protecting ecommerce performance at scale.

Why this matters for ecommerce leaders

This case study proves that ecommerce issues don’t need to be loud to be costly. Silent bugs can wreak havoc on checkout, conversion, and brand trust—without ever triggering alerts or support tickets.

Noibu helps ecommerce teams:

• Detect bugs before they hurt customer experience
• Prioritize fixes by business value, not guesswork
• Recover revenue otherwise lost to invisible friction
• Improve alignment between technical and business teams
• Prevent regressions and build QA confidence across every release

Ready to see the bugs costing you sales?

Noibu helps ecommerce teams detect hidden bugs, prevent revenue loss, and resolve issues before they impact your customers.

👉 Book a demo to see what your site might be missing.