Frontend Development
10+ years of experience writing high quality and performant HTML, CSS and JavaScript to bring projects alive in the browser.
Bas Boland
Frontend Developer, Node.js Developer & Conversion Rate Optimizer
About me
Should I follow my interest in coding, or in customer psychology? Why not both? 🤔
That was the conclusion I came to a few years ago, and the path I've been on ever since.
I began my career as a UX Designer but quickly switched to Frontend Development because of my love for writing code. Outside of work, I was still constantly reading books on psychology, philosophy, and customer behavior. Surely there must be a way to mix these interests.
This led me on an interesting path from analyzing data in Google Analytics, implementing advanced tracking in Google Tag Manager, both client-side and server-side, and then starting a Conversion Rate Optimization (CRO) team at my job at Vitaminstore at the time through the help of courses and personal mentorship/coaching by Ruben de Boer, a best-selling instructor and well-known name in the CRO industry.
The connections and skills I gained then led me to Online Dialogue, an agency fully focused on Conversion Rate Optimization, where I joined as a developer and spent my time developing over 200+ A/B-tests in JavaScript for well-known Dutch brands like Wehkamp, NS, Beter Bed, Bidfood, Van der Valk, Praxis, and DPG (AD, Gelderlander, etc.), including some full-page redesigns, and building internal tools using Node.js to automate data processing and create interactive documentation/guides for customers.
Additionally, I led a part-time project at Fishburn Heavy Fabrication, a company producing buckets and other related attachments for excavators, co-developing a Bill of Materials (BOM) tool that breaks down each product into parts and calculates the required materials and tasks for engineering and purchasing, doing both front- and back-end development in Ruby on Rails.
Having done all of this remotely from Xiamen, China since 2015, where I still live with my beautiful wife and daughter, both my career and personal life have turned into an interesting experience — and I've been loving it!
What I offer
JavaScript & Node.js
I love building things in vanilla JavaScript or frameworks like Vue, and building tools in Node.js.
Conversion Rate Optimization
I have built a CRO team from scratch at Vitaminstore and developed 200+ A/B-tests for well-known Dutch brands like Wehkamp, NS, and Van der Valk.
Some companies I've developed for
Testimonials
Ruben de Boer
✔ Experimentation Consultant & Bestselling Instructor | 🏆 Winner Exp. Elite & Exp. Culture Awards | ✔ Keynote Speaker, Coach, 14+ years experienceI had the pleasure of working with Bas at Online Dialogue. I first met him during his time at Vitaminstore and quickly got to know him as a great person to work with.
Bas brings together strong technical skills with a deep understanding of CRO, experimentation, and product development. He's fast, precise, and always focused on delivering secure, high-quality solutions. What really stands out is his proactive mindset; he spots potential issues early, asks the right questions, and always considers the broader business context in his work.
On top of that, Bas is friendly, warm, always willing to help, and eager to learn. I can highly recommend getting him on your team.
Eddy Morreau
Managing Director at Online DialogueI had the pleasure of working with Bas Boland at Online Dialogue, where he quickly became an essential part of our experimentation and development team.
Even while working remotely from China, he integrated effortlessly with our team in the Netherlands. He built over 200 experiments for our clients and developed internal Node.js tools that are still making a difference today.
What I value most is his reliability, positive attitude, and ability to always find a smart solution. A true team player and someone I would highly recommend to any organization looking for both technical skills and a collaborative spirit.
Loek Bosman
Omnichannel Director at Vitaminstore (former)Bas and I worked together for many years. He's a solid member of any development team, and has proven to be a great asset to any PO. In his role as Scrum master, he is a great partner to his team. Over the years, I've seen him evolve and improve his skill set significantly. Bas is very eager to keep up his knowledge and always invested in himself on various fronts. Most recently, he has dived deeply into the 'art' of conversion rate optimisation and the numbers we've seen speak for themselves. I'd be happy to work on future projects together, and to his future partners I would highly recommend you do the same.