Another day another term.... OSC . On site conversion or visitor to conversion ratio.
The best way to gauge a campaign is the OSC Number. Now when I say gauge the campaign it is meant for the complete 360 degree of the campaign.From Communication / Interaction / engagement to fulfillment / gratification can all be measured by OSC.
Don't believe me, think of it as your test result score... ah!! you are getting it now...
All your preparation / study / notes / exam paper written sheet and then the teachers interaction with the answer sheet and the final score all reflect on the entire process you followed before appearing for the test .
The result was the final score to that preparation.
So OSC has a similar impact.
So you are still skeptical, as to why I am harping on this number... My explanation is as follows.
OSC defines the following only "the visitor to conversion ratio" but on a whole it also says lots of things about the campaign, communication, website, quality of traffic, pricing of the product being offered or even the navigation of the website.
A good / high OSC would mean
- The banner communication is correct insuring that the user is getting the call for action very clearly.
- The navigation on the site is easy enough for the user to navigate thru to the offering and complete the desired action.
- The on page communication is also interesting enough for the user to engage with the brand.
I am saying this because of the following user journey.
Now if any of the parameters are not correct your OSC will get hit. Even a slight drop can be an area of concern.
On the other had this number can be used for A/B testing of communication / navigation / user flow / pricing etc.A slight jump in this number can change your desired action cost.
Having said that, don't get over board with it, it is just an indicator but a very important one so do keep a watch.
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