iMetric audits and enhances UX/UI across web and app for brands across the Middle East. The team uses AI-assisted behaviour analysis to find the friction that kills conversion, then redesigns the experience to lift it, measured on real user behaviour.
What is iMetric’s User Experience Optimization service? iMetric’s UX Optimization service audits and improves the user experience and interface design across websites and apps for brands across the Middle East. The work spans heuristic and usability audits, conversion-rate optimisation, bilingual Arabic/English experience design and performance improvements — so the products clients invest in actually convert the traffic they pay for. Because the same agency runs the media and measures the analytics, UX improvements are designed around the full customer journey, not just the page in isolation.
The media spend is only as good as the experience it lands on
You can run the best campaigns in the region and still lose the result on a slow, confusing or English-only experience. In MENA the stakes are higher: digital products must work flawlessly right-to-left in Arabic, load fast on mobile networks, and guide users to conversion without friction. iMetric approaches UX as a performance discipline. We identify the specific points where users abandon the journey, quantify the revenue impact, and redesign those moments with bilingual experience design and experiment-based validation. The result is a measurable lift in conversion rate that justifies every dirham of media spend pointing at the product.
Our approach
UX work at iMetric starts with the data. We use analytics and AI-assisted behaviour analysis to identify where users actually drop off, then design and test specific improvements rather than rebuilding everything at once. Because the same agency runs your campaigns and owns the analytics, UX recommendations are grounded in the full funnel: we know which pages media spend lands on, which steps in the journey matter most, and what a percentage-point lift in conversion rate is worth in campaign terms. Every change is measured; every sprint reports back against the baseline.
Tools & methods
- Google Analytics 4
- Hotjar / heatmaps
- AI behaviour analysis
- A/B & multivariate testing
- Core Web Vitals
- RTL / Arabic UX
Related services
UX Optimization feeds directly from Data Analytics, receives traffic from Media Campaigns, and supports Digital & Social Strategy with a destination that converts. Explore the full services hub.
Where we deliver
Our UX team works with brands from Riyadh, Dubai and Beirut, across Saudi Arabia, the UAE, Qatar and Lebanon.
Frequently asked questions
What is UX optimization?
UX optimization is the process of auditing and improving how users interact with a website or app — identifying friction points that cause drop-off and redesigning those moments to lift conversion rates, measured against a defined baseline rather than subjective quality judgements.
Do you design bilingual Arabic/RTL experiences?
Yes. Bilingual English/Arabic with true right-to-left layout and Arabic typography is a core capability — designed from the start rather than mirrored after launch, because RTL users notice the difference.
How do you measure UX improvement?
We set conversion-rate baselines before any work begins, then use A/B testing to validate improvements with statistical confidence — so every change is justified by data and every sprint reports back against measurable progress.
What an engagement can include
Scope is shaped around each client and package. A typical engagement can include:
UX audit & heuristic review
Expert-led audit of the existing product against usability principles, conversion patterns and accessibility standards.
Conversion-rate optimisation
A/B and multivariate testing that identifies the changes that lift conversion, backed by statistical confidence.
Bilingual EN/AR UX design
True right-to-left Arabic layouts and typography, designed for the experience rather than mirrored after the fact.
Landing page optimisation
Campaign landing pages redesigned for speed and tested to improve conversion rates across paid and organic traffic.
Core Web Vitals & performance
Speed budgets and CWV improvements built in, because fast pages rank, retain and convert better.
App UX review
iOS and Android app experience audits and redesign recommendations tied to engagement and retention metrics.
AI-assisted behaviour analysis
Session recordings and heatmaps read at scale, so friction points surface faster than a manual review can find them.
