Case Study

“You can’t afford friction on a wedding dress”: How David’s Bridal protects trust and revenue with Noibu

Industry

Bridal & Special Occasion Retail

Job title

Chief Digital Officer

Noibu’s impact

In 12 months, Noibu helped David's Bridal solve 23 critical issues, protect hundreds of thousands of dollars in potential revenue, and realize 13.5x ROI.

“Shopping for a wedding dress isn't the same as buying makeup, or buying a T-shirt. If there’s an issue with the website, the bride could think there might be an issue getting the dress. That’s unacceptable.”
— Yoav Shargil, CDO of David's Bridal

When your product is tied to one of the most emotionally significant purchases in a customer’s life, even a minor site error can feel like a broken promise.

For David’s Bridal, a digital touchpoint for over 90% of brides across North America, that level of pressure is daily reality. And for Yoav Shargil, the brand’s Chief Digital Officer, ensuring a frictionless ecommerce experience isn’t just a priority—it’s non-negotiable.

The context: Trust is the true conversion metric

Today’s ecommerce leaders are under constant pressure to optimize conversion rates, reduce CAC, and move faster. But at David’s Bridal, performance isn’t just measured in clicks or sessions—it’s measured in trust earned.

"There’s a level of anxiety involved with the products we sell, and we can’t afford to add another layer by having issues. I can’t create more anxiety for my customers when the act of shopping is stressful enough."
‍— Yoav Shargil, CDO of David's Bridal

Before implementing Noibu, the team had no scalable way to detect or prioritize site errors. They relied on word-of-mouth complaints, manual QA, or customer service flags. Many issues slipped through the cracks entirely—especially those impacting international customers or specific browsers the internal team didn’t regularly test.‍

“If someone found an issue, the answer used to be: we can’t replicate it. It doesn’t happen to me. We can’t see it.”
— Yoav Shargil, CDO of David’s Bridal

The turning point: From flashlights to floodlights

Yoav describes the shift to Noibu like turning on the lights in a pitch-black room.

“Before Noibu, we were shining a flashlight, hoping to spot issues in the dark. Noibu turned the lights on. We can see the entire room, not just the corners we happened to point at. That’s the difference.”
‍— Yoav Shargil, CDO of David's Bridal

Once implemented, Noibu gave Yoav and his team real-time visibility into the customer journey and the ability to act on what mattered most.

In just 12 months:

23 critical issues resolved in 12 months
Hundreds of thousands in potential revenue saved, based on Noibu’s estimated impact
13.5x ROI on investment in Noibu

The invisible cart error: A real-world save

One of the most impactful moments came when Noibu flagged a checkout-blocking bug affecting all international customers.

“With the international cart issue, it was a major problem that we wouldn’t have caught ourselves, but Noibu flagged it the same day it happened and we got an alert immediately.”
— Yoav Shargil, CDO of David’s Bridal

Since the team relied on internal reporting—and most members are US-based—this issue might have gone undetected for weeks, leading to lost revenue and customer frustration. Instead, it was identified, prioritized, and resolved before damage escalated.

Empowering teams, not just tech

Beyond dev and engineering, Noibu has become a go-to tool for CX and ecommerce operations. With the Help Code embedded on-site, stylists and support agents can immediately pull up customer sessions in real time, removing friction from issue resolution.

“Our virtual stylists are real people assisting online shoppers. With the Help Code, they can see the exact session of the customer they’re helping in real time and see exactly what the customer is seeing.”
— Yoav Shargil, CDO of David’s Bridal

The result? Faster resolution, less guesswork, and better customer satisfaction.

Prioritization that drives focus

One of Noibu’s most impactful features for David’s Bridal has been revenue-based prioritization—going beyond error detection to show exactly which issues are costing the most, so teams can focus on what matters.

“I don’t have unlimited resources. No one does. And if you have too many trees, you don’t see the forest. That’s why I only focus on the issues Noibu says are most critical.”
— Yoav Shargil, CDO of David’s Bridal

Instead of chasing cosmetic issues or anecdotal bugs, Yoav’s team can focus sprint cycles on the problems that directly impact conversion and revenue.

“I have zero patience for broken images, broken buttons—anything that might erode trust. Noibu helps us fix what matters most.”
— Yoav Shargil, CDO of David’s Bridal

Scaling with confidence

For Yoav, the value of Noibu isn’t just in catching errors—it’s in building a safety net for innovation.

“I have a long list of site enhancements I want to implement over time. Noibu gives me the confidence to release faster because I know if something breaks, I’ll be alerted—and I’ll know exactly how to fix it.”
— Yoav Shargil, CDO of David’s Bridal

What began as a tool for stability is now fueling future growth.

“Right now, we fix maybe one or two Noibu issues per sprint. But as we mature, I want to fix 10. That’s the direction we’re headed.”
— Yoav Shargil, CDO of David’s Bridal