ASQ - Statistics Division

Design of Experiments in Search Engine Optimization: A Six Sigma Approach – Mini-Paper from the May 2013 Newsletter

Abstract: This paper summarizes a case study where Six Sigma methodology was used in the improvement of online marketing. Specifically, Design of Experiments (DOE) was used in a Search Engine Optimization (SEO) environment where a number of factors were tested. Pay-per-click (PPC) service offered by some search engines was utilized to determine the best conditions for potential customers to find the company's online nursing courses. DeemSys, Inc., a company that offers IT solutions and online courses, decided to experiment with different scenarios to maximize the Click Rate for paid advertisements. Maximizing the click rate is expected to ultimately increase the conversion rate, the measure of how often a customer actually makes a purchase, given that the content of the offerings is of value to the potential customer. The analysis identified several significant contributors. Implementation of best conditions is expected to recover an estimated $185,000 in lost opportunity the first year.

Keywords: Designed experiments - Search Engine Optimization - e-Marketing

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