3 digital optimisation use cases from the Middle East.

The urge to keep up with the evolving digital landscape is universal across brands, industries, and regions. Indeed, Middle Eastern companies are no exception to this wave of transformation. The Quantum Metric customer success team recently went on a trip to the region to check in with several of our customers there and support their efforts to redefine their customer experiences, drive revenue growth, and fast-track their digital optimisation.

While there were many opportunities and insights shared, we wanted to shed light on three different stories of how we partnered with a few of those brands—since our findings can be applied to brands around the world.

Rerouting confused customers.

One of our customers, a travel brand in the Middle East, discovered the power of alternate customer paths.

In one instance, the team found that their travellers were experiencing confusion and frustration when a flight in their cart would become unavailable during the session and an error modal would pop. When faced with the error message, “The seats you have selected are no longer available,” their customers seemed unsure of where to go next. Some event repeatedly tapping “Proceed to payment,” which would launch the error modal again and again—indeed 23% launched the error modal 3x consecutively within the session and causing an 8.7% conversion decrease.

The Quantum Metric team provided the recommendation to start rerouting these users to the search results page, to proactively guide them to continue their purchase with an alternative, available flight.

Optimising product launch and iteration.

A leading travel and tourism provider collaborated with Quantum Metric on their digital optimisation initiatives.

In response to user behaviour on their consumer travel websites, they developed a detailed fare calendar to facilitate price and flight comparisons. Working with Quantum Metric, the team had visibility throughout this product’s lifecycle, from development to launch, by tracking customer interactions and revealing valuable insights. One critical discovery was that preloading each cell of the calendar with prices, rather than making users ‘click to show price’, led to a 26% boost in conversion rate. The visibility provided not only aligned internal development priorities but also accelerated the release of future iterations.

Building an A/B testing methodology.

Dragonmart.ae, a leading ecommerce brand under the DP World umbrella, partnered with Quantum Metric and Uplift Lab to build an A/B testing and Conversion Rate Optimization (CRO) methodology.

Together we identified opportunities in user behaviour, product performance, and UX/UI improvements by implementing a systematic testing approach wherein we collaboratively launched five successful tests on critical website areas including the PDP, homepage, PLP, and checkout. In the first six months of implementation, the improvements resulted in an annualised revenue growth of $561,000.

Again, these are just a few of the compelling stories we encountered that offer a glimpse into the possibility of customer-centric digital transformation. As we continue to partner with more brands across diverse industries and regions, we remain committed to empowering our clients to monitor, diagnose, and optimise with ease.

Interested in more Middle East success stories? Quantum Metric partnered with Chalhoub Group to optimise digital across luxury brands. Including identifying a payment error that led to a 33% conversion rate drop. Read the full case study.