Lets say I have a simple ecommerce site that sells 100 different t-shirt designs. I want to do some a/b testing to optimise my sales. Let's say I want to test two different "buy" buttons. Normally, I would use AB testing to randomly assign each visitor to see button A or button B (and try to ensure that that the user experience is consistent by storing that assignment in session, cookies etc).

Would it be possible to take a different approach and instead, randomly assign each of my 100 designs to use button A or B, and measure the conversion rate as (number of sales of design n) / (pageviews of design n)

This approach would seem to have some advantages; I would not have to worry about keeping the user experience consistent - a given page (e.g. www.example.com/viewdesign?id=6) would always return the same html. If I were to test different prices, it would be far less distressing to the user to see different prices for different designs than different prices for the same design on different computers. I also wonder whether it might be better for SEO - my suspicion is that Google would "prefer" that it always sees the same html when crawling a page.

Obviously this approach would only be suitable for a limited number of sites; I was just wondering if anyone has tried it?