inbound-marketing

146Inbound Marketingtreated much differently than someone who visited your sitefive times, made two supportive comments on your blog, visitedthe same pharmaceutical case study on your site threetimes, and is coming from Pfizer’s office building.A Word of CautionMany marketers in mid-size and large companies spend 80percent of their time worrying about conversion rates and20 percent of their time on getting more visitors in thefirst place. The biggest problem most companies face is notconverting more visitors to leads, but rather getting morevisitors in the first place. For most businesses, it is prudentto flip those ratios around so that you are spending 80 percentof your time getting more visitors, and 20 percent ofyour time getting higher conversion rates.Tracking Your ProgressYou need to track a few metrics regarding every landingpage, such as visitors, conversions, and resulting conversionrate. Measuring these with different variations of the landingpage layout as described above can help you optimize yourlanding page for maximum results. You want to think aboutlanding pages as continuous improvement machines thatconstantly get better with testing and tweaking. As a ruleof thumb, you should be getting at least 15 percent of thepeople who come to a landing page to convert and fill outthe form. If you are getting over 50 percent, you are doingan exceptional job. (See Figure 9.7.)Inbound in Action: ZapposAn online shoe retailer and an inbound marketing successstory, Zappos has grown to over $1 billion in revenue since