| | publishing industry | i_preordered | you_can_preorder | current_users_quote | blank | ries_quote |
| Unique people in experiment | 380 | 370 | 1840 | 325 | 400 | 302 |
| People who clicked through to checkout page | 54 / 14.2% | 47 / 12.7% | 224 / 12.1% | 37 / 11.3% | 43 / 10.7% | 22 / 7.2% |
| People who purchased a book | 12 / 3.1% | 10 / 2.7% | 48 / 2.6% | 6 / 1.8% | 4 / 1.0% | 3 / 0.9% |
| Average order value per person who purchased | $28.0 | $34.7 | $33.77 | $28.33 | $25.0 | $28.33 |
| People who shared | 10 / 2.6% | 9 / 2.4% | 51 / 2.7% | 6 / 1.8% | 7 / 1.7% | 4 / 1.3% |
| Total Shares | 14 | 16 | 72 | 10 | 7 | 6 |
| Average shares per person who shared | 1.4 | 1.7 | 1.4 | 1.6 | 1.0 | 1.5 |
| People who clicked on a share | 635 | 665 | 1362 | 34 | 40 | 15 |
| Friends who bought a book | 3 / 0.4% | 25 / 3.7% | 48 / 3.5% | 1 / 2.9% | 1 / 2.5% | 0 / 0.0% |
| Friends who shared | 5 / 0.7% | 13 / 1.9% | 18 / 1.3% | 1 / 2.9% | 0 / 0.0% | 0 / 0.0% |
| Average number of shares for people who clicked on a share and then shared | 1.4 | 1.0 | 1.1 | 1.0 | - | - |
| Number of people who clicked on a share by Friends | 27 | 192 | 400 | 0 | 0 | 0 |