We did A/B/C testing with Google Analytics on
www.art-lingerie.com testing
Instant Access (what we have always run)
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And running it for two weeks with our own traffic there was very little difference with Instant Access winning by a very small margin, but GA was indicating no overall winner.
We are now testing via GA using the Instant Access button in green (as a call to action) against the usual orange we have always used for this button, and so far (after about 10 days) the original orange is showing out as a winner (which goes against all those saying Green as a Go/Call to Action works better!)
That's just our findings.
We use Google Analytics to A/B test a huge amount of things on the tours, it is a great piece of free software that all webmasters should be using to its full extent!