| | small_eric | BIG_eric |
| Unique people in experiment | 676 | 679 |
| People who clicked through to checkout page | 109 / 16.1% | 99 / 14.5% |
| People who purchased a book | 33 / 4.8% | 24 / 3.5% |
| Average order value per person who purchased | $27.27 | $30.2 |
| People who shared | 16 / 2.3% | 18 / 2.6% |
| Total Shares | 19 | 19 |
| Average shares per person who shared | 1.1 | 1.0 |
| People who clicked on a share | 54 | 38 |
| Friends who bought a book | 1 / 1.8% | 0 / 0.0% |
| Friends who shared | 1 / 1.8% | 0 / 0.0% |
| Average number of shares for people who clicked on a share and then shared | 1.0 | - |
| Number of people who clicked on a share by Friends | 1 | 0 |