Digital optimization is about more than just data analysis and A/B testing. For example, it's not just about what works, but also why something works. Why do visitors click one button and ignore another? Why do they abandon their cart? And why does a certain choice feel intuitively right?

People make decisions based on both conscious and unconscious processes. Behavioral psychology helps you understand what those processes are so you can predict why visitors behave in a certain way and how to influence that behavior in an ethical way. It helps you look beyond just the numbers and clicks, but be able to connect those numbers to human behavior.

To address this in a structured way, Online Dialogue developed the BOOM model: a practical method that links 5 psychological optimization strategies to proven behavioral principles.

What is the BOOM model?

BOOM stands for Behavioral Online Optimization Method. The name says it all: this method helps you apply behavioral insights purposefully in optimizing digital environments. Based on five optimization strategies, this framework offers a clear structure in which experiments are not set up randomly, but initiated and explained from the psychology of your users.

This ensures that your optimizations are not only effective, but also really connect with how people think, feel and decide. Because customers (almost) never come to your website by accident, but always with a certain goal. Whether they achieve this goal depends on several factors.

Our model consists of five core strategies that respond to those factors:

1. Ability: Make it easier
2. Attention: Attract and direct attention
3. Motivation: Respond to needs and goals
4. Certainty: Reduce uncertainty
5. Choice Architecture: Structure influences choices

Wondering how to apply them? Below we explain the five strategies in more detail.

1. Ability - Make it easier

Ability is one of the most important strategies, mainly because it is a condition for behavior: the more difficult something is, the less likely you are to do it.

How does this work?

Humans have a limited capacity to process information, make decisions and exercise self-control. Our brain is not a rational supercomputer, but rather an energy-conscious system that must constantly make choices. When that capacity is exceeded, mental fatigue ensues. This often leads to procrastination, dropping out or simply choosing the easiest path, even if it is not the best choice. A customer can be so motivated, but if you make a user perform an action that requires a lot of time, money, thinking or change of routine, the likelihood of dropping out increases. Therefore, the rule is: the less effort something takes, the more likely you are to do it.

In general, there are four major ‘ability breakers’ that cause friction for your customer:

1. Time: The longer a task takes, the fewer people perform it.
   We have little patience and quickly drop out of lengthy processes.
2. Money: When something is perceived as (too) expensive, doubt arises.
   The financial investment feels like a barrier, even if the motivation is there.
3. Cognitive load: The more complex a task, the more likely people are to drop out:
   the brain prefers to avoid mental exertion.
4. Routine breakthrough: Humans are creatures of habit. Any action that deviates from the way we normally do things is unconsciously perceived as inconvenient or risky, and therefore preferred to be avoided.

→ What Ability breakers do you recognize on your website? And are there perhaps other ability breakers that play a role with you?

How can you reduce ability breakers in practice?

• Limit the number of required fields in forms.
• Use autofill and suggestions to make choices easier.
• Keep processes short and focused. Especially for conversion-sensitive steps such as checkout.
• Ensure clarity: display essential information at the right time and place.

Case example:

Increasing the font size on an ecommerce client's form had a large positive impact on behavior, especially among desktop users. This confirms our assumption that when people have to put less effort into reading or understanding something, they feel more comfortable and are more likely to persevere with a task, such as filling out a form and ultimately converting.

2. Attention - Direct attention to what matters

You can have the best offer or call-to-action, but if no one sees it, it has no effect. People scan Web pages fleetingly and pay only a fraction of their attention to each component. Attention is a scarce commodity, so determine well where it should go.

How does this work?

Because our brain has a limited attention span, it is constantly filtering information so that we don't become overexcited. Only what is seen as relevant or eye-catching gets through. Online, distractions lurk everywhere, making the attention span extremely short. If an important element is not immediately apparent, it is simply ignored.

To understand the concept of Attention, it is important to be aware of the two processing systems: top-down and bottom-up attention.

Top-down vs. Bottom-up attention:

• Top-down attention: Focused search. Think of someone actively searching for an “Order Now” button.
• Bottom-up attention: automatic attention. Things that are visually striking (color, movement, size) attract our eye without us consciously looking for them.

What are ways to improve attention?

• Use visual contrast to make important elements such as call-to-actions stand out.

• Put crucial information above the fold, where people see it immediately without having to scroll.

• Minimize distractions and visual noise.

• Use clear visual cues such as arrows and icons to guide gaze.

Case example

Research found that eye-catching marketing stickers on products actually drew too much attention. Instead of helping consumers make a choice, they caused confusion and reduced focus on product content, which ultimately had a negative impact on conversion. Removing the stickers brought visual calm and more focus to the buying process.

3. Motivation - Capitalize on needs and motivations.

Visitors come to your site with a purpose. So this means there is already motivation. But even with motivation, they still sometimes drop out. Why? Because the site does not connect well with their needs.

How does this work?

Behavior is driven by motivation. According to psychology, it consists of intrinsic motivation (e.g., personal goals or values) and extrinsic motivation (e.g., rewards or social pressure). The stronger and more relevant these motivations are, the more likely people are to take action. Website optimization often focuses on external incentives, such as urgency or rewards. We believe that you can also drive sustainable motivation by responding to your customers' most important needs. It is important to realize that there is no one-size-fits-all motivator. What drives someone varies by context, target audience and stage in the customer journey. It requires research, conversations, and sometimes A/B testing with more depth than just superficial variations. But organizations that invest in understanding their customers' true drivers not only see higher conversions, but also build stronger customer relationships and more loyal users in the long run. Below we have detailed three examples of types of motivations or needs that customers may have.

How can you respond to your customer's needs?

• Reinforce a sense of autonomy. People want to make their own choices and feel they have control. Therefore, let visitors choose their own path without pushing them. Offer clear but flexible options, such as “Choose your own package” or “Put together your own plan.” Show respect for their freedom of choice, for example by being transparent about what you do with their data or why you ask for certain information.

• Build social connectedness. We feel more strongly motivated when we feel we belong somewhere. Show that others are also making this choice, but do so in a human way. Consider real stories or experiences of customers (“Why Joris chose this platform”), or show how many people have already taken a certain step - not as a means of pressure, but as a form of connection. Make your brand human, accessible, approachable.

• Support a sense of competence. People want to feel competent. Make sure your interface and communications make users feel like they're doing something right. Show that they are making progress (“One more step and you're done”), give compliments (“Well done, you just saved €30!”), and offer help at the right time. It's all about strengthening their confidence in their own ability.

Case example

Research showed that customers enjoyed exploring Amsterdam by bicycle more than through traditional forms of sightseeing. For many visitors, renting a bike gave their city trip an extra dimension: it felt free, fun and gave a unique perspective of the city. The CityCard provider initially capitalized on practical benefits, but missed the mark. By focusing on the experience and pleasure of cycling, which for many fulfilled their most important need, the card suddenly became much more attractive.

4. Certainty - Reduce uncertainty and provide confidence

Doubt is a conversion killer. If visitors are unsure about a product, a price or the process, in chances are they will postpone their decision. And from procrastination comes procrastination.

How does this work?

Humans are risk-averse by nature so we avoid situations where the outcome is uncertain. Uncertainty activates our fear center and leads to procrastination. Certainty, on the other hand, provides calm, confidence and stimulates action.

How do you gain the trust of your visitors?

• Be completely transparent about prices, delivery times and return conditions.

• Let others speak for you: Use reviews, testimonials and labels for social proof power.

• Offer guarantees or trial periods to lower the barrier to purchase. Visualize the next step in a process so people know where they stand.

Case example

Research found that customers found it exciting to order a sex toy for fear that others would see it. Concerns about recognizable packaging (“What if my neighbors see this?”) held them back. Clearly communicating on the product page that shipping is completely discreet and anonymous increased trust and thus conversion.

5. Choice Architecture - Structure influences choices

The way choices are presented affects how people make decisions. People avoid choice stress and are guided by default options. As the architect of your Web site, there is really no ‘neutral’ way to present choices. Therefore, it is important to be aware of how that choice presentation affects your customers' choices.

How does this work?

Our brains are constantly looking for mental shortcuts to make faster decisions. We call this cognitive efficiency. When we make choices, we rely heavily on context signals, such as:

• Default options (defaults): what is automatically selected feels safe and familiar. We think, “If this is already selected, it will be fine.”

• Positioning: options that are at the top or prominent get more attention (primacy effect).

• Framing: the same choice feels different if it is presented as “opportunity for gain” than as “risk of loss” (framing bias).

Because our brain automatically factors these signals into the decision, it is crucial to be aware of what you are communicating, even between the lines.

How do you apply this responsibly?

• Choose defaults with care: the default option should actually be a good option for most people.

• Use structure as support, not manipulation: help people find their way without pushing them in a direction that does not suit them.

• Make choices meaningful: fewer but more relevant options help build confidence in the decision.

Show transparency in labels: if you call something “most chosen,” be honest about it - people sense it if it's just marketing.

Case example

On a website that sells playground equipment, all variants are displayed as separate products on the overview pages. This leads to a plethora of choices. Research showed that this caused customers to experience choice stress and considered the site cluttered. Prototype research showed that an alternative works better: a product detail page where visitors put together their ideal playground equipment step by step. This ensures fewer individual products on the overview pages and a more user-friendly buying process.

Conclusion

Successful optimizations are not just about data, but about human behavior. By applying the BOOM model, you make optimizations more effective and substantiate experiments better.

Want to learn more about behavioral psychology in optimization?
Enroll in our consumer psychology course!