This document introduces behavioral online optimization methods (BOOM) for increasing website growth through continuous testing and learning. It discusses two optimization strategies: a regular continuous optimization (CRO) program that focuses on testing, and a hypothesis-driven CRO program where specific hypotheses are tested. The hypothesis-driven approach involves three steps - choosing an optimization strategy, writing down expectations as substantiated hypotheses, and testing tactics. Five key optimization strategies are introduced based on psychological knowledge: ability, attention, motivation, certainty, and choice architecture. Psychological tactics that can be used to form test hypotheses are also briefly described.

1. BOOM! Introduction to OD’s
Behavioral Online Optimization Method
Roos van Dam
[date], 2020

2. Welcome!
Introduction of the framework we use

3. Goals of CRO
“Earn” and “Learn”
Increase growth Learn about behavior

4. Test
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Regular CRO program

5. Optimization strategy
Test
Hypothesis Hypothesis
Test
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Regular CRO program Hypothesis-driven CRO program
Hypothesis

6. Optimization strategy
Test
Hypothesis Hypothesis
Test
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Hypothesis-driven CRO program
Hypothesis
1. Choose Optimization Strategy
2. Write down your expectations
as substantiated hypotheses
3. Pick a tactic and
Test, test, test!
BOOM! in three steps
Put up the targets before shooting

7. Optimization strategies
Introduction of the five most important optimization strategies

8. Putting up targets
Five optimization strategies to optimize your journey based on psychological knowledge
Ability Attention Motivation Certainty Choice architecture

9. Psychological tactics
Introduction of the psychological building blocks

10. Psychological tactic
Psychological insights used to form test hypotheses
● Psychological tactic:
The 25 psychological tactics can be seen as building
blocks you can use to build experiments.
Important note: psychological tactics are not tied to one
optimization strategy, but can be used under different
strategies.
Some examples of psychological tactics are:
■ social proof
■ self-relevance
■ spark
■ chunking
Optimization strategy
Hypothesis
Psychological tactic

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