Iqbal Ali – Medium

Iqbal Ali

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The Startup

When to Stop A/B Experiments Early

Let’s talk about decision processes for stopping A/B experiments early.

Nov 30, 2020

When to Stop A/B Experiments Early

Nov 30, 2020

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UX Collective

Why your company should be experimenting

I was recently approached by a client who needed to explain the benefits of experimentation to his company. My first thought was an…

Feb 6, 2021

Benefits of an experimentation process: De-risk, Convert, Learn, ROI efficiency, Consistency, Data-driven

Feb 6, 2021

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Published in
UX Collective

8 powerful levers for conversion rate optimisation

Conversion Rate Optimisation can be a wildly chaotic exercise — like blindly throwing hundreds of darts hoping that something lands on a…

Aug 13, 2020

8 powerful levers for conversion rate optimisation

Aug 13, 2020

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TDS Archive

The essential guide to Sample Ratio Mismatch for your A/B tests

If you can’t trust the result of an experiment, you can’t trust the decisions you make based on it; and you’d be surprised how often you…

Jul 22, 2021

An uneven split of users in two buckets: A and B. There’s less users in B

Jul 22, 2021

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TDS Archive

What comics can teach us A/B experiment analysis

Telling the story of risk, reward and certainty using the principles of comic panel transitions

Mar 2, 2021

What comics can teach us A/B experiment analysis

Mar 2, 2021

Published in
TDS Archive

Sample Ratio Mismatch: So many questions. How to answer them?

Nothing deflates an A/B testing program quicker than data validation issues — and SRM is one of the most damaging. But how accurate is…

Apr 20, 2022

Sample Ratio Mismatch: So many questions. How to answer them?

Apr 20, 2022

3 Essential Productivity Hacks To Live By

How I hacked my routine to increase productivity and wellbeing

Apr 22, 2021

3 Essential Productivity Hacks To Live By

Apr 22, 2021

Published in
TDS Archive

How to analyse A/B experiments using bayesian “expected loss”

A how-to guide to calculating Bayesian Expected Loss for your experiment

Apr 16, 2021

Conversion rates tracked over time. Control is on top, and the probability is tracked. The cumulative probability is 89.9%

Apr 16, 2021

The Grave

A flash fiction comic. Written by Iqbal Ali, art by Priscilla Grippa

Dec 3, 2020

The Grave

Dec 3, 2020

The US Election 2020 and the dangers of “peeking” too early on experiment results

It’s 08:41 a.m. on 6 November 2020. I have a browser tab open to a map of the 2020 US Election results, and I’m thinking about the…

Nov 6, 2020

Nov 6, 2020

Published in
UX Collective

The benefits of structured A/B testing

I’ve seen firsthand how well-defined processes can transform teams into factories which efficiently deliver one effective experiment after…

Sep 27, 2020

The benefits of structured A/B testing

Sep 27, 2020

Published in
UX Collective

How to determine what metrics you need for an A/B test

Is there such a thing as a failed experiment? The standard answer is ‘no because you’ll still have learnt something’. And there’s…

Aug 31, 2020

How to determine what metrics you need for an A/B test

Aug 31, 2020

Lessons in scaling and “productising” an Optimisation Process or…an exercise in cloning

How does one scale themselves to avoid becoming a bottleneck?

Jul 3, 2020

Lessons in scaling and “productising” an Optimisation Process or…an exercise in cloning

Jul 3, 2020

Published in
UX Collective

A framework for testing changes on your product safely and quickly

How do you test big on your product safely?

May 11, 2020

A framework for testing changes on your product safely and quickly

May 11, 2020

Things I learned about storytelling from Star Trek: Picard

I’m a huge Star Trek fan, especially of The Next Generation and Deep Space 9. So, when the Picard show was unveiled, I was super excited…

May 8, 2020

Things I learned about storytelling from Star Trek: Picard

May 8, 2020

Published in
Trainline’s Blog

A visual guide to counting traffic into your A/B test

You’ve no doubt seen variations of the following diagram.

Dec 14, 2018

A visual guide to counting traffic into your A/B test

Dec 14, 2018

Productivity hacks that worked for me

I’ve been trying to find ways of increasing my productivity lately as I felt it was waning. And so I thought back to the time when I felt I…

May 13, 2018

May 13, 2018

Published in
Trainline’s Blog

Should you run A/A experiments?

In optimisation testing (aka A/B testing), there is a special type of experiment called an “A/A”. In a nutshell, this is an experiment…

Apr 25, 2018

Apr 25, 2018

My comic book production “build” process

Imagine the scene. You’ve got your finished “lettered” comic book pages. You’ve got your cover, your internal title and credit pages. Now…

Mar 17, 2018

My comic book production “build” process

Mar 17, 2018

Embrace the journey

My unglamorous journey writing my first graphic novel

Feb 28, 2018

Feb 28, 2018

Iqbal Ali

Iqbal Ali

Experimentation consultant and trainer. Writer and comics creator.

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