Why Graham & Green ditched reactive dev fixes for proactive revenue protection
TL;DR
Graham & Green, a luxury homeware and furniture retailer, was quietly losing revenue due to undetected bugs—especially in the mobile checkout experience. After implementing Noibu’s ecommerce error monitoring platform, Graham & Green:
- Resolved dozens of high-impact site errors across browsers and devices
- Prevented over $103K in lost revenue
- Achieved a 4.6× return on investment
- Shifted from reactive bug triage to proactive, revenue-first development
Noibu gave Graham & Green’s team real-time visibility into hidden ecommerce issues, prioritized fixes by financial impact, and empowered them to protect revenue while reducing dev and support strain.
1 in 5 ecommerce teams say they’re blind to what’s costing them revenue online.
When luxury furniture retailer Graham & Green discovered how much revenue was at risk due to undetected site errors, they took action—and completely redefined how they monitor and prioritize ecommerce performance.
The result? A 4.6× ROI, over $103K protected, and fewer headaches for dev and CX teams.
The silent revenue killer: Unseen errors in a composable world
Like many fast-growing ecommerce brands, Graham & Green had invested in a modern, composable tech stack. But even with the right tools and a capable team, they lacked one crucial thing: visibility.
“We had a lot of pain points—bugs that our developers weren’t even aware of. Noibu highlighted a whole list of issues across browsers, devices, and the checkout process. It was shocking.”
— Matthew Medlyn, Head of Ecommerce at Graham & Green
One of the most critical discoveries?
Apple Pay was silently broken on iOS devices, blocking mobile conversions for high-intent shoppers. With no error messages or alerts in their stack, the issue flew under the radar—until Noibu flagged it within days of going live.
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Why composable stacks complicate error detection:
- Distributed architecture makes it harder to attribute bugs
- Dev teams rely on vague analytics or customer complaints
- Errors go undetected for weeks or months
- Lost revenue, frustrated customers, and misaligned roadmaps follow
The hidden cost of guesswork
“For me, the biggest gain has been time savings. I’m spinning too many plates on a day-to-day basis, but I no longer have to spend time proving to developers that there is a problem. Website errors are something I don’t have to spend hours digging into.”Many ecommerce teams rely on tools that surface errors… eventually. But without business context or error prioritization, dev teams often get stuck in a reactive loop, chasing bugs with no clear ROI.
— Matthew Medlyn, Head of Ecommerce at Graham & Green
Before Noibu, Graham & Green relied heavily on customer service tickets and internal hunches to detect issues—after revenue had already been lost.
"If you’re purely prioritizing based on the number of errors thrown, you’re wasting your efforts that could be directed toward solving customer problems. Noibu surfaces the issues that actually affect the customer experience.”
— Matthew Medlyn, Head of Ecommerce at Graham & Green
Noibu changed how Graham & Green approached bugs entirely:
- Errors were tied to revenue impact, not just noise
- Prioritization became objective, not political
- Developers could work efficiently, with clear technical context
From firefighting to focus
For Graham & Green, Noibu wasn’t just another monitoring tool—it was a mindset shift. They moved from reactive troubleshooting to proactive revenue protection.
“Noibu gives our developers the confidence to act. It translates errors into real business impact, so they know what to fix and why. It’s helped us stop being reactive and start getting ahead of issues before they escalate.”
— Matthew Medlyn, Head of Ecommerce at Graham & Green
And the most-loved feature by their dev team?
“The Help Code is a godsend. Our developers can look at an issue and know exactly where to go in the code to fix it. That level of specificity is incredibly valuable.”
— Matthew Medlyn, Head of Ecommerce at Graham & Green
Noibu gave the engineering team precise, contextual guidance—so instead of sifting through vague analytics, they could get to work immediately.
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Business results: More conversions, less friction
Since launching Noibu, Graham & Green has:
“We’re saving money and protecting the customer experience. Noibu has completely changed the way we prioritize and resolve ecommerce issues.”
— Matthew Medlyn, Head of Ecommerce at Graham & Green
What ecommerce leaders can learn
If you're running a composable stack, managing rapid innovation, or supporting a lean dev team, the risks of silent errors are real.
But here's the shift: Modern tools like Noibu let you monitor ecommerce performance with business-first intelligence, not just technical logs. That means:
- Error prioritization that aligns with KPIs
- Faster fixes with clear ROI
- A better experience for your customers—and your team
Final takeaway
Graham & Green didn’t need more alerts—they needed clarity.Noibu helped them go from guesswork to growth by making error monitoring a business decision, not just a technical one.
Ready to turn hidden bugs into high-impact wins? Book your personalized Noibu demo now
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