Without a precedent to guide him, Hsieh learned how to make customers feel comfortable shopping for shoes online. Zappos offered free shipping and free returns, sometimes of several pairs. Hsieh rethought Zappos structure, and in 2013 it became for a time a holacracy without job titles, reflecting his belief in employees and their ability to self-organize. The company hired only about 1% of all applicants. Named for the Spanish word for shoes, "zapatos", Zappos was often listed in "Fortune" as one of the best companies to work for, and beyond high salaries and being an inviting place to work it delivered extraordinary customer service.