Bas Boland
Summary
Skills
- Frontend Development
- JavaScript & Node.js
- Conversion Rate Optimization (CRO)
- A/B-test Development
- HTML
- CSS
- JavaScript
- TypeScript
- Node.js
- Vue 2/3
- React
- Next.js
- Webpack
- Rollup
- Git/GitHub
- VS Code
- Cursor
- Payload CMS
- MongoDB
- Figma
- Convert
- VWO
- Optimizely
- AB Tasty
- ABLyft
- Varify
- Claude Code
- OpenCode
- Cursor
- OpenAI API
- Whisper
- Google Tag Manager
- Google Tag Manager (server-side)
- Google Analytics 4
- Performance Optimization
- UX Design
- Agile/Scrum
- Dutch (native)
- English (fluent)
- Chinese (HSK 2)
Work Experience
Freelance Web Developer
Independent web development for small Dutch businesses and personal tooling.
- Next.js + Payload CMS + MongoDB development
- Conversion optimization
- Node.js tooling
- Rebuilt a business site applying conversion best practices, while preserving tracking and SEO
- Built a client site and personal portfolio on a Next.js + Payload CMS + MongoDB stack, deployed as independent services
- Built a collection of 8 Node.js automation tools including audio transcription (Whisper), image OCR-to-markdown, screenshot generator, audio conversion, EPUB converter, signal parser from transcripts, markdown combiner, and domain name generator
- Integrated AI coding tools (Claude Code, OpenCode, OpenAI API, Cursor) into daily development workflow across client and personal projects
JavaScript & A/B-test Developer | Node.js Developer
One of the Netherlands' leading CRO agencies. Building A/B tests and internal tooling that combined frontend development with experimentation. Clients included Wehkamp, NS, Beter Bed, and Praxis.
- 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)
- Built Node.js integrations and API endpoints connecting Airtable, Google Sheets, Google Slides, and internal presentation tools, moving data between services to automate consultant and client workflows
- Built interactive documentation to streamline QA processes
Project Manager | Frontend Developer | Ruby on Rails | UX Design
Concurrent with Online Dialogue role. 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
- Co-built the tool with a backend developer and online coaching, picking up Rails fundamentals. Built multilingual pages for product/parts input, exporting to a list of materials and engineering 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. 6+ years Vue.js. Set up a CRO (Conversion Rate Optimization) team from scratch to A/B-test both major and minor changes.
- 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
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.