FATAL FLAW# 8- Testing . Failure to test ‘on page’ elements and their affect on conversions isĀ  huge mistake. Headlines, content, page layout, image placement, button size and color, video, color choices all play a major role in your conversions. In 2011 looking good will not be good enough- conversions are the name of the game. If your site does not convert you can bet that one of your competitors websites will. Loose the conversion and you lose the initial lead or sale AND you lose the lifetime value of that customer and all of their referrals. Loose too many and you definitely have a fatal flaw.