| | the_radical | the_movement | continuous_innovation | the_successful |
| Unique people in experiment | 1904 | 1859 | 1830 | 1880 |
| People who clicked through to checkout page | 98 / 5.1% | 85 / 4.5% | 82 / 4.4% | 74 / 3.9% |
| People who purchased a book | 23 / 1.2% | 12 / 0.6% | 11 / 0.6% | 17 / 0.9% |
| Average order value per person who purchased | $26.08 | $25.0 | $27.27 | $25.0 |
| People who shared | 12 / 0.6% | 14 / 0.7% | 4 / 0.2% | 8 / 0.4% |
| Total Shares | 16 | 17 | 4 | 8 |
| Average shares per person who shared | 1.3 | 1.2 | 1.0 | 1.0 |
| People who clicked on a share | 172 | 32 | 2 | 102 |
| Friends who bought a book | 9 / 5.2% | 0 / 0.0% | 0 / 0.0% | 4 / 3.9% |
| Friends who shared | 7 / 4.0% | 0 / 0.0% | 0 / 0.0% | 2 / 1.9% |
| Average number of shares for people who clicked on a share and then shared | 1.4 | - | - | 1.0 |
| Number of people who clicked on a share by Friends | 50 | 0 | 0 | 4 |