How DLT Trading boosted sales 47% by uncovering conversion blockers with Noibu

TL;DR:‍

DLT Trading used Noibu to uncover and resolve hidden conversion blockers on their BigCommerce store—ranging from technical bugs to deeper user experience friction. With Noibu’s platform identifying performance degradations and error-prone funnels, and Kensium providing dev support, DLT saw a 47% sales lift, 13x ROI, and 50% fewer customer complaints. The result: higher conversions, happier customers, and a leaner ops team.

The challenge: Friction in the funnel, hidden from the team

DLT Trading is a fast-growing ecommerce business known for premium knives and outdoor gear. As the company scaled, so did its technical complexity—and with it came a rise in customer complaints around broken checkout flows, faulty inventory messaging, and unclear site performance issues.

Their ecommerce site, built on BigCommerce, was stable but opaque: subtle friction points were going undetected by the team. Despite high intent traffic, customers were abandoning sessions or submitting support tickets.

“I wear enough hats, and trying to be the super IT, big ecommerce specialist is a hard thing to do on top of all the other responsibilities.”
— Paul Edgette, Operations Manager

Without a way to reproduce or trace these errors internally, resolution stalled—and opportunities to convert were slipping away daily.

The solution: Noibu as a conversion opportunity discovery platform

After evaluating multiple vendors, Edgette selected Noibu for its unique ability to surface revenue-impacting conversion blockers in real-time. Unlike traditional error monitoring tools, Noibu provided:

• Clear prioritization of issues by estimated revenue loss
• Visibility into DX anomalies, not just 404s or JS errors
• Automated diagnostics across their BigCommerce environment
• Integration support from ecommerce dev partner Kensium

“We noticed a significant reduction in customer complaints since we started using Noibu.”
— Paul Edgette, Operations Manager

With Noibu surfacing the problems and Kensium driving remediation, the DLT team was finally free to focus on customer experience—not debugging invisible code.

The results: Sales growth, happier customers, and strong ROI

The outcomes were both immediate and long-term:

“It was the conversion increases, not the added revenue, that drove home the success of the implementation.”
— Paul Edgette, Operations Manager

What made this transformation different? The focus on customer-impacting insights—not just raw code errors. For DLT, fixing friction meant enabling faster checkouts, more accurate inventory experiences, and fewer abandoned sessions.

Why this matters for ecommerce leaders

For ecommerce executives managing lean teams and ambitious growth goals, DLT’s journey shows how conversion optimization doesn’t start with more traffic—it starts with better insight.

Noibu helps teams:

• Uncover hidden funnel friction
• Prioritize fixes by revenue impact
• Improve CX without increasing dev overhead
• Integrate smoothly with platforms like BigCommerce

Whether you’re seeing unexplained drop-offs or simply want to convert more of your existing traffic, Noibu provides the visibility and actionability to move faster and smarter.

About Noibu

Noibu helps ecommerce companies grow revenue by uncovering hidden conversion blockers—across errors, performance, and digital experience. Our platform surfaces what’s hurting customer journeys, prioritizes by business impact, and gives teams the technical context to resolve issues quickly.

About Kensium

Kensium is a full-service digital commerce and ERP partner specializing in Adobe Commerce, BigCommerce, and Acumatica Cloud ERP. They help retailers streamline operations and scale effectively across platforms.