| | purple | red |
| Unique people in experiment | 549 | 544 |
| People who clicked through to checkout page | 148 / 26.9% | 121 / 22.2% |
| People who purchased a book | 16 / 2.9% | 10 / 1.8% |
| Average order value per person who purchased | $26.5 | $26.2 |
| People who shared | 4 / 0.7% | 8 / 1.4% |
| Total Shares | 4 | 10 |
| Average shares per person who shared | 1.0 | 1.2 |
| People who clicked on a share | 4 | 18 |
| Friends who bought a book | 0 / 0.0% | 0 / 0.0% |
| Friends who shared | 0 / 0.0% | 0 / 0.0% |
| Average number of shares for people who clicked on a share and then shared | - | - |
| Number of people who clicked on a share by Friends | 0 | 0 |