Ammarah Ahmed is the founder of Precision Consulting, a conversion rate optimization (CRO) and product UX consultancy. She specialises in the psychology of how people make purchasing decisions online and how businesses can use structured experimentation to improve conversion rates without increasing ad spend. Before founding Precision, Ammarah spent over a decade in commercial and growth leadership at Delivery Hero (Talabat, Foodpanda) and Alibaba Group (Daraz), managing P&L and teams of 200+ across 15 markets and 8 industries. She is a top-rated mentor on GrowthMentor (90+ sessions, 4.99/5 rating) and writes about conversion psychology, e-commerce UX, and A/B testing at goprecision.co. Based in Dubai, UAE. Available for commentary on: consumer buying behaviour, e-commerce conversio...