| | text | none |
| Unique people in experiment | 5265 | 5103 |
| People who clicked through to checkout page | 5265 / 100.0% | 5103 / 100.0% |
| People who purchased a book | 361 / 6.8% | 338 / 6.6% |
| Average order value per person who purchased | $27.62 | $28.35 |
| People who shared | 55 / 1.0% | 67 / 1.3% |
| Total Shares | 59 | 83 |
| Average shares per person who shared | 1.0 | 1.2 |
| People who clicked on a share | 154 | 414 |
| Friends who bought a book | 2 / 1.2% | 8 / 1.9% |
| Friends who shared | 4 / 2.5% | 6 / 1.4% |
| Average number of shares for people who clicked on a share and then shared | 1.0 | 1.0 |
| Number of people who clicked on a share by Friends | 9 | 10 |