Bas Boland

12+ years

building for the web

Dev + CRO

a mix of dev and conversion optimization

200+ A/B tests

shipped for major Dutch brands

About me

I've been a frontend developer since 2014, mostly in e-commerce. I spent most of that time at Vitaminstore as Lead Frontend Developer and at Online Dialogue (the Utrecht-based experimentation agency) as a JavaScript, Node.js & A/B test developer. I also led a part-time project at Fishburn Heavy Fabrication, co-developing a Bill of Materials tool in Ruby on Rails.

Somewhere along the way I got curious about why users do what they do, partly through reading psychology and customer behavior books on the side. That pulled me into analytics and Google Tag Manager, and eventually into Conversion Rate Optimization (CRO). I set up a CRO team from scratch at Vitaminstore. Ruben de Boer coached me through it. Then I joined the CRO agency Online Dialogue and shipped 200+ A/B tests for brands like Wehkamp, NS, Beter Bed, Bidfood, Van der Valk, Praxis, and DPG (AD, Gelderlander, etc.).

Most CRO specialists don't really code. Most developers don't think much about behavior or experimentation. I ended up at the intersection of both, and it changes how I work.

I've done all of this remotely from Xiamen, China since 2015, building for the Dutch market while living somewhere very different. After 12 years, async communication and self-direction are second nature, and watching both Western and Chinese tech evolve from the inside has given me perspectives I wouldn't have gotten otherwise.

I'm returning to the Netherlands in June 2026 and looking for a new role that fits.

Selected work

Led frontend for a team of 8 at the Dutch vitamin and supplements e-commerce retailer. Migrated and rebuilt the site from scratch on a new platform, taking page load from over 3 seconds to under 300ms.

Joined the Utrecht-based experimentation agency as a developer and shipped 200+ A/B tests in JavaScript for Wehkamp, NS, Praxis, Beter Bed, Bidfood, Van der Valk, and DPG (AD, Gelderlander, etc.), including some full-page redesigns. Built internal Node.js tools for data automation and interactive client documentation, several of which are still in use today.

Co-built a Bill of Materials tool in Ruby on Rails for a Chinese manufacturer of excavator attachments. Multilingual interface, calculates parts and engineering tasks from product input. Picked up Rails fundamentals on the job working alongside a backend developer and an online coach.

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 experience

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
Managing Director at Online Dialogue

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
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.