| | ask | no |
| Unique people in experiment | 4975 | 5023 |
| People who clicked through to checkout page | 4975 / 100.0% | 5023 / 100.0% |
| People who purchased a book | 315 / 6.3% | 320 / 6.3% |
| Average order value per person who purchased | $29.5 | $26.9 |
| People who shared | 54 / 1.0% | 49 / 0.9% |
| Total Shares | 61 | 57 |
| Average shares per person who shared | 1.1 | 1.1 |
| People who clicked on a share | 325 | 172 |
| Friends who bought a book | 7 / 2.1% | 1 / 0.5% |
| Friends who shared | 5 / 1.5% | 4 / 2.3% |
| 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 | 9 | 10 |