If there is one thing consistent about online customers, it’s that they are consistently changing. Trying to pin down marketing tactics that work from year to year can be a daunting task. That’s why it is essential to always be testing - especially testing those "best practices" that are commonly accepted across the Web. As our researchers discover again and again, it’s often our biggest assumptions that are the biggest hindrances to conversion. This year (2010) was no different, as new tests revealed what worked and what didn’t - with a few surprises.