inbound-marketing

148Inbound Marketingthe control to get the user to other sizes is just set on 18.Zappos is smart—when they get someone interested in size18 shoes, they do not send them to a page that makes themnavigate down to find the size 18 shoes.Incidentally, Zappos is also a master at leveraging thesocial mediasphere and blogosphere to get found by customers.Many of their employees are active Twitter usersand the company writes a number of blogs as well.To Do1. Ensure your web site is configured so that you can setup a landing page, change it, and measure the impacton conversion rate without help from IT people.2. Ensure your web site is configured so that you can setup forms, change them, and measure the impact onconversion rate without help from IT people.3. Make sure your landing pages match your call-toaction,build trust, are naked, have graphics, and aresimple to use.4. Make sure your forms are short, above the fold, notasking for sensitive information, are simple, buildtrust, and auto-respond.5.6.7.