Precision is a psychology-driven CRO practice for growth-stage e-commerce brands. We work with stores that have the traffic, the team, and the budget, but the conversion rate keeps stalling. Founded in 2022 by Ammarah Ahmed after a decade running growth at Delivery Hero and Alibaba Group.
Get a Free AuditThe pattern shows up in almost every audit. Stores that have the traffic, the team, the budget. Still leaking revenue at the same points: checkout fields nobody bothered to remove, trust signals stuck in the footer where they cannot do their job, product pages laid out so the price competes with the photo. The numbers are different. The shape is the same.
Across a decade at Delivery Hero (Talabat, Foodpanda) and Alibaba Group, Ammarah Ahmed ran growth programmes for businesses doing hundreds of millions in transaction volume across 15+ markets in Asia and the Middle East. Same pattern at every scale. Brands spending $92 on traffic acquisition for every $1 on conversion optimisation (Eisenberg). Funnels with obvious leaks that nobody had bandwidth to fix. Test programmes optimising for engagement metrics that did not predict revenue.
The work that actually moved the number was rarely the work people expected. The biggest revenue lift at one major food delivery platform was not a new feature. It was rebuilding the information hierarchy on the product page so the price stopped competing with the photo. The biggest checkout win came from removing two form fields, not adding a payment method. The biggest AOV lift came from changing how the cart presented the free-shipping threshold, not from a new upsell algorithm.
Founder's Note"After twelve years of running these programmes inside large platforms, the shape of a leaky funnel does not change with company size. The patterns are the same at every scale. What's missing for most growth-stage brands is access to someone who has actually run the playbook before, not someone selling a framework they read about."
Ammarah
Precision was founded in 2022 to bring that operating discipline to brands without a 200-person growth team. Not a tests-for-tests-sake agency. Not a generalist consultancy running the same playbook from 2018. A structured operating practice that finds the highest-leverage revenue leaks first, fixes them in the right order, and teaches your team to keep running the programme after we leave.
Four operating principles that shape every engagement. Generic CRO doesn't ship results, this is how we keep it specific.
Most CRO programmes optimise for engagement metrics that predict almost nothing about revenue. Time on page, click depth, scroll velocity. The buyer's brain is not a flowchart of clicks. It's a sequence of emotional decisions, each with a specific psychological pattern underneath. We design tests against the moment of decision, not the metric that's easiest to measure.
01"Add social proof" is not a strategy. Placement decides everything. The same trust badge in the footer earns zero conversions; the same badge at the card-entry field shifts the number measurably. We work in specifics. Best practices copied from someone's blog post are where conversion programmes go to plateau.
02Most stores leak revenue in the same 10 to 15 places. Most of those leaks are fixable in weeks, not quarters. A structured audit done in a week beats six months of unfocused tweaking, every single time. Spending money on more tools, more tests, and more "best practices" before you've audited the funnel is how programmes burn budget without moving the number.
03The best A/B tests teach you something real about your customers even when the variant loses. A test that confirms what you already believed is rarely worth the traffic it consumed. We design hypotheses that are valuable to validate, not just convenient to deploy.
04Four beliefs. One operating model. No two engagements look the same, because no two funnels do.
Every engagement starts with a Deep Dive Audit: a structured diagnosis covering funnel drop-off, mobile vs. desktop gaps, trust signal placement, checkout friction, and customer behaviour patterns. The output is a prioritised roadmap ranked by revenue impact and implementation effort. That output guides everything that comes after.
A standalone diagnostic for brands that need clarity before they commit. Output is a prioritised roadmap with revenue-impact estimates per fix.
A focused engagement combining audit and implementation. 2 to 3 A/B tests per month, monthly strategy calls, and a live test roadmap your team owns.
A full 5-phase programme for brands ready to build a systematic growth engine. Bi-weekly working sessions, internal playbook handoff at the end.
Twelve years operating across major tech platforms in Asia and the Middle East. Started in commercial and growth roles at start-ups, then Alibaba Group (Daraz), then Delivery Hero (Foodpanda, then Talabat). Worked across 15+ markets, often holding two roles at a time, owning P&Ls and leading teams of 200+.
At Foodpanda, led the growth programme that drove a 58% revenue lift and 40% conversion rate improvement across six months. Behavioural psychology has been a reading interest since childhood; Precision is where that interest stopped being a hobby and started being the operating model. Founded the company in Dubai in 2022.
Read Ammarah's full profile →"At the point where most operators take the move to Director or VP, I left.
The work I wanted to do, and the workplace I wanted to create, did not fit inside the corporate path anymore. I was tired of drinking the Kool-Aid.
Precision is the work I would have wanted to be doing all along. Psychology-driven CRO that adds real value to the business and the customer, not another addition to dark patterns, whether that's in user experience or employee experience. The goal is to create positive change, and I'll start it from my house."
— Ammarah
If the patterns above sound like your funnel, the Deep Dive Audit will tell you which ones are costing you the most.
No pitch. No obligation. Just structure.
Aggregate outcomes from CRO programmes Ammarah has led, in-house at major tech platforms across Asia and the Middle East and through Precision engagements with growth-stage e-commerce brands. Anonymised by client agreement; numbers are real and verifiable on request.
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