Bas Boland
Summary
About
I'm a Frontend Developer with 10+ years of experience and a strong interest in Backend Development (Node.js) and customer psychology, expressed through Conversion Rate Optimization (CRO).
I began my career as a UX designer, but shifted to Frontend Development, soon working at Vitaminstore on their e-commerce website using HTML, CSS, JavaScript, and Vue 2/3, with some integration in C#.
My interest in customer psychology led me to analytics and tracking in Google Tag Manager (client- and server-side), and eventually to founding a CRO team at Vitaminstore.
From there, I joined Online Dialogue, a CRO agency, where I've built 200+ A/B tests for major Dutch brands such as Wehkamp, NS, Praxis, and DPG. I also developed internal tools using Node.js for data automation and interactive client documentation.
Additionally, I led a part-time project at Fishburn Heavy Fabrication, co-developing a Bill of Materials (BOM) tool doing both front- and backend development in Ruby on Rails.
During most of my career I have lived and worked from Xiamen, China, so I have extensive experience working remotely with people from many cultures and time zones.
Skills
- Frontend Development (HTML/CSS/JS)
- JavaScript
- Node.js
- Conversion Rate Optimization (CRO)
- A/B-test Development
- HTML/CSS
- JavaScript
- Node.js
- Ruby
- C# (frontend integration)
- Visual Studio Code
- Visual Studio
- Cursor
- ES6+
- Vue 2/3
- Webpack
- Rollup
- Ruby on Rails
- A/B-testing tools
- Figma
- Airtable
- Project Management
- Google Tag Manager
- Google Tag Manager (server-side)
- Google Analytics 4
- UX Design
- Scrum Master
- Dutch (native)
- English (full professional proficiency)
- Chinese (limited working proficiency)
Work Experience
JavaScript & A/B-test Developer | Node.js Developer
Developing A/B-tests in JavaScript and internal tools in Node.js.
- JavaScript A/B-test development
- Building internal tools using Node.js
- Created 200+ A/B-tests for major Dutch brands like Wehkamp, NS, Beter Bed, Bidfood, Van der Valk, Praxis, and DPG (AD, Gelderlander, etc)
- Created and improved internal tools using Node.js to automatically process data, provide APIs and generate interactive documentation for customers
Project Manager | Frontend Developer | Ruby on Rails | UX Design
Developing a tool to calculate BOM (Bill of Materials) and engineering tasks.
- Creating a clear scope and managing the project from start to finish
- Frontend Development (HTML, CSS, JavaScript, Hotwire)
- Ruby on Rails (Backend, PostgreSQL, Hotwire)
- UX Design
- Built a tool that breaks down each product into parts and calculates the required materials and tasks for engineering and purchasing
- Working closely together with a dedicated backend developer and online coaching, I have acquired the basic skills of Ruby on Rails backend development to be able to implement fully functioning multilingual pages that allows the user to input products/parts and other required relevant data and export this to a list of materials and tasks
Lead Frontend Developer | Conversion Optimization Lead
Lead Frontend Developer of a team of 8 based in Xiamen, China. Frontend Development for the core E-Commerce website and managing Google Tag Manager, Server-side Google Tag Manager, and Google Analytics. Set up a CRO (Conversion Rate Optimization) team from scratch to A/B-test both major and minor changes. Gained basic backend development skills in C# through Frontend integration.
- Frontend Development (HTML, CSS, JavaScript, Vue2, Vue3)
- Performance Optimization
- Google Tag Manager (client-side + server-side)
- Google Analytics Data Analysis
- Conversion Rate Optimization
- Successfully migrated the site to a new platform, rebuilt everything from scratch
- Improved page load time from 3+ seconds to sub-300ms
- Implemented tracking in Google Tag Manager
- Led migration from client-side to server-side Google Tag Manager
- Started a Conversion Rate Optimization team and set up a process for continuous testing
Frontend Developer | UX Designer (intern)
Started out as intern UX Designer, redesigning pages based on the principles of customer psychology. Then switched to Frontend Development, doing a mix of regular Frontend Development, email template development and A/B-testing.
- UX Design
- Frontend Development
- Conversion Rate Optimization
- Email Template Development
- Redesigned the most important pages for Electrabel (now Engie) based on psychological principles, resulting in increased conversion rates after implementation
- Running A/B-tests for a few well-known Dutch customers, like Hi (KPN), and NS
UX Designer (intern)
Redesigned a tool used for gathering data on available housing in China.
Coaching
Conversion Rate Optimization
Personal 1:1 mentorship/coaching from Ruben de Boer, a bestselling course instructor and well known name in the industry, has helped me quickly go from zero to hero at Conversion Rate Optimization and set up a mature team at Vitaminstore.
Certifications
Server-side Tagging In Google Tag Manager
A full course on server-side tagging in Google Tag Manager which resulted in nearly full migration from client-side to server-side tracking at Vitaminstore.
Conversion Specialist
Online Dialogue's core Conversion Rate Optimization training including Process, Data & Statistics, Psychology and UX.
Google Analytics 4 Course
A complete Google Analytics 4 Course that has taught me the ins and outs of data analysis in GA4.
CXL Certified Optimizer
90+ hours of comprehensive training in conversion optimization, user experience, and digital analytics, equipping students with skills, methodology, and tools to become successful optimizers.
Professional Scrum Master I (PSM I)
Core Scrum Master training to improve the agile processes of the development team at Vitaminstore.
The Complete Conversion Optimization Course
My first CRO course by Ruben de Boer to learn the basics of Conversion Rate Optimization, which kickstarted the building of a full CRO team at Vitaminstore.
Education
Bachelor of ICT, Communication and Multimedia Design
LinkedIn Recommendations
Ruben de Boer
I 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
I 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
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.