I am a Growth Advisor at Curamando and Conversionista, part of Eidra, in the Netherlands.

At Eidra, we help brands turn brand awareness into incremental profit by optimizing their websites based on insights and data for conversions, users, and search engines. My main focus is Growth & Technical Marketing, at the intersection of CRO, SEO, and Web Analytics.

To make this less abstract. Together with you, I want to make your website better. Here are a few concrete examples of things I enjoy working on. I help businesses with their online marketing strategy, Google Tag Manager (Server-side) implementations, Google Analytics 4 implementations, CMP and advertising platforms implementations, domain migrations, technical SEO, CRO, and Cookie and Privacy website audits.

I have worked with multiple clients including OpenUp, TreeHouse (Huurwoningen.nl & Pararius.nl), Investment Officer, Moneybird, The Social Hub formerly The Student Hotel, TEDxAmsterdam, VST Fire Solutions, and others.

Before I started my freelance business I was a Growth Marketing Manager at VanMoof for 3 years. I optimized the websites based on insights and data for the user and VanMoof. To achieve the company’s ultimate goal of getting the next billion on bikes.

Previously I worked as a Senior CRO Analyst at Fietsenwinkel.nl, a Conversion Specialist and Web Analyst at The Next Web (TNW), an Online Marketeer (focus on CRO & SEO) at Van der Valk Exclusief, and I was an Online Business Developer at Budeco.

In 2017 I graduated cum laude[1] with the Master of Online Persuasion by Online Dialogue. In this course, I learned how the consumer's brain works, how rational and irrational we humans are, and how to influence the decisions and experiences of a consumer's brain. In an ethical manner of course.

Tools

OpenAI Chat GPT's for Marketing and Stoicism

Marketing Insights Guru - Expert on Google's marketing papers, providing actionable insights. It contains the UX playbooks, Google Search Quality Guidelines, and papers about the Messy Middle that Google published.

Stoic Sage - A stoic philosopher teacher, guiding with wisdom from Stoicism. It has knowledge from Marcus Aurelius, Epictetus, Seneca, Ryan Holiday, Pierre Hadot and James Stockdale.

Two Google Analytics tools

To quickly add UTM tags to an URL, I've created a Google Analytics 4 UTM Campaign URL Builder. By filling in the UTM Medium, UTM Source and UTM Campaign you automatically get the URL with the tags appended. Besides that, you can check the URL with multiple tools, such as Google Pagespeed Insights or Google Structured Data Testing Tool.

The Google Analytics Measurement Protocol Hit Builder is a Proof of Concept to show how easy it is to send hits to a Google Analytics property. This can really help you figure out how to send transactions for your back-end e-commerce systems to Google Analytics without relying on client-side JavaScript.

Create a hypothesis for an experiment
With this tool, it is even easier to create a good and solid hypothesis for your next experiment. Which can help in creating better experiments, easier analysis and having better learnings. It is based on the Hypothesis Kit by Craig Sullivan.
More tools.
A/B/n and MVT Testing with Google Tag Manager and Google Analytics

The costs of using an A/B testing tool, such as Google Optimize 360, Optimizely or VWO, were rising without providing extra value. That is why I started developing this script at Valk Exclusief with Online Dialogue. At TNW I continued optimizing the script with Martijn Scheijbeler to make even leaner and more flexible.

In this article, I explain how and why I used it at TNW: A/B Testing with Google Tag Manager.

A/B/n and MVT Testing with Cloudflare

Work in Progress

Example Containers for Google Tag Manager

We also shared our web and AMP example containers for Google Tag Manager. It includes our A/B testing script, but also outbound link tracking, JavaScript error tracking, engagement, scroll, and YouTube tracking. You can find it on Github and add it to your own GTM container.

If you have any ideas to make the script better or GTM containers, please let me know or contribute on Github.

Speaking

Articles & Podcasts