Founder & Lead Strategist
Ammarah Ahmed
Founder, Precision Consulting
Based in Dubai · Working Globally
Ammarah Ahmed is a conversion rate optimisation and product UX practitioner with over a decade of operating experience across major tech platforms in Asia and the Middle East. She has led commercial and product growth teams across 15+ markets, working at the intersection of behavioural psychology, user experience, and systematic experimentation.
At Precision Consulting, she works with growth-stage businesses to increase revenue from existing traffic. No additional ad spend. No new products. Better experiences that convert.
Her approach combines hands-on operator experience with behavioural psychology. She has audited and optimised 120+ funnels across e-commerce, food delivery, and q-commerce, delivering results including +58% average revenue lift over a six-month engagement.
Experience
2022 — Present
Founder
Precision Consulting
Founded Precision to bring psychology-driven CRO to growth-stage e-commerce brands. Engagements typically combine a structured audit, prioritised testing roadmap, and hands-on implementation across product page, cart, checkout, and post-purchase flows.
2021 — 2025
Senior Commercial & Product Growth Lead
Delivery Hero (Talabat, Foodpanda)
Owned commercial KPIs and led product growth initiatives across Talabat and Foodpanda markets in MENA and Southeast Asia. Ran homepage redesigns and category restructures that lifted homepage-to-product-page rate by 40% and Add to Cart by 25%.
2017 — 2020
Growth & Commercial Roles
Alibaba Group (Daraz)
Operating roles across Alibaba's marketplace platforms in Asia. Hands-on across category strategy, conversion optimisation, and pricing structure for high-volume markets, lifting search-assisted revenue to 40% and growing vertical revenue share by 28%.
2015 — 2017
Data & Commercial Roles
Health-tech & Start-ups
Early operating roles on the data and category management side of health-tech and e-commerce start-ups. Built the analytical groundwork behind commercial decisions: category performance tracking, cohort analysis, and the reporting that growth teams rely on.
Writes about
Ammarah's writing focuses on what consistently moves conversion across e-commerce stores: the psychology behind buyer hesitation, the structural changes that compound, and the friction points that quietly erode revenue.
Most-read articles
The Psychology of Pricing
How to present price so buyers feel good about it. Anchoring, charm pricing, framing, and bundle structure.
Read article E-CommerceWhy Your Store Gets Traffic But No Sales
Diagnosing the gap between traffic and revenue at the technical, UX, and intent layers.
Read article AOVHow to Increase Your Store's AOV
7 psychology-backed strategies to lift average order value without resorting to discounting.
Read article Product PsychologyThe Psychology of E-Commerce Conversions
10 cognitive biases that quietly drive buyer behaviour, and how each shows up in checkout decisions.
Read article CROMobile CRO
Why your mobile conversion rate is lower than it should be, and the friction points to fix first.
Read articleWant a CRO read on your store?
Every engagement starts with a structured audit and a prioritised roadmap.
Book your free callNot ready for a call? Start with a free audit.
Get a free audit