| | yellow | red | purple | red2 |
| Unique people in experiment | 981 | 268 | 3774 | 2549 |
| People who clicked through to checkout page | 300 / 30.5% | 81 / 30.2% | 1116 / 29.5% | 707 / 27.7% |
| People who purchased a book | 43 / 4.3% | 6 / 2.2% | 90 / 2.3% | 49 / 1.9% |
| Average order value per person who purchased | $26.39 | $25.0 | $28.15 | $30.26 |
| People who shared | 10 / 1.0% | 2 / 0.7% | 34 / 0.9% | 16 / 0.6% |
| Total Shares | 11 | 3 | 35 | 20 |
| Average shares per person who shared | 1.1 | 1.5 | 1.0 | 1.2 |
| People who clicked on a share | 16 | 4 | 149 | 43 |
| Friends who bought a book | 0 / 0.0% | 0 / 0.0% | 2 / 1.3% | 1 / 2.3% |
| Friends who shared | 0 / 0.0% | 0 / 0.0% | 1 / 0.6% | 2 / 4.6% |
| 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 | 0 | 0 | 0 | 1 |