| | the_radical | continuous_innovation |
| Unique people in experiment | 9711 | 10136 |
| People who clicked through to checkout page | 1865 / 19.2% | 1879 / 18.5% |
| People who purchased a book | 236 / 2.4% | 255 / 2.5% |
| Average order value per person who purchased | $28.01 | $28.76 |
| People who shared | 99 / 1.0% | 97 / 0.9% |
| Total Shares | 111 | 106 |
| Average shares per person who shared | 1.1 | 1.0 |
| People who clicked on a share | 310 | 685 |
| Friends who bought a book | 1 / 0.3% | 11 / 1.6% |
| Friends who shared | 5 / 1.6% | 9 / 1.3% |
| 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 | 19 | 3 |