Simon Vreeman

I am a Web Analyst and Conversion Specialist at The Next Web.

TNW is a future-proof tech media company that focuses on this cross-generational group and helps them get the most out of technology by informing them through remarkable stories and insights, and by bringing them together through extraordinary events and workspaces.

Previously I worked at Valk Exclusief, part of the largest hospitality chain in the Netherlands run by the Van der Valk family, and Budeco.

At TNW I make sure we track all the behavior of our users on thenextweb.com. All tracking is done with Google Tag Manager and Google Analytics. Based on the data we collect with Google Analytics we provide insights with the team. And use the insights to make beter business decisions.

The data, and psychology, is also used to fuel experimentations on thenextweb.com. We now do about 200 A/B tests a year. By keeping the velocity high, we can fail faster, learn more and improve conversion rates quicker. We use our own open-sourced JavaScript library and Google Tag Manager for A/B testing.

A/B/n and MVT Testing with Google Tag Manager and Google Analytics

The costs for using an A/B testing tool, suchs 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 we continued optimizing the script to make even leaner and more flexible.

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.

My colleague Martijn and I wrote about it, and wrote a bit more about how we use and do CRO and analytics at TNW.

Articles by others I have read and liked are on my Instapaper profile.

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