| | red2 | purple | blue | actual_red |
| Unique people in experiment | 91 | 193 | 462 | 505 |
| People who clicked through to checkout page | 28 / 30.7% | 53 / 27.4% | 91 / 19.6% | 98 / 19.4% |
| People who purchased a book | 3 / 3.2% | 2 / 1.0% | 9 / 1.9% | 5 / 0.9% |
| Average order value per person who purchased | $33.0 | $31.0 | $30.55 | $25.0 |
| People who shared | 1 / 1.0% | 1 / 0.5% | 2 / 0.4% | 2 / 0.3% |
| Total Shares | 1 | 1 | 2 | 2 |
| Average shares per person who shared | 1.0 | 1.0 | 1.0 | 1.0 |
| People who clicked on a share | 3 | 5 | 18 | 4 |
| Friends who bought a book | 0 / 0.0% | 0 / 0.0% | 1 / 5.5% | 0 / 0.0% |
| Friends who shared | 0 / 0.0% | 1 / 20.0% | 0 / 0.0% | 0 / 0.0% |
| Average number of shares for people who clicked on a share and then shared | - | 1.0 | - | - |
| Number of people who clicked on a share by Friends | 0 | 8 | 0 | 0 |