| | purple | red | blue |
| Unique people in experiment | 774 | 1538 | 1571 |
| People who clicked through to checkout page | 343 / 44.3% | 628 / 40.8% | 614 / 39.0% |
| People who purchased a book | 20 / 2.5% | 26 / 1.6% | 43 / 2.7% |
| Average order value per person who purchased | $28.1 | $26.84 | $28.13 |
| People who shared | 8 / 1.0% | 13 / 0.8% | 9 / 0.5% |
| Total Shares | 11 | 13 | 10 |
| Average shares per person who shared | 1.3 | 1.0 | 1.1 |
| People who clicked on a share | 71 | 63 | 21 |
| Friends who bought a book | 0 / 0.0% | 0 / 0.0% | 0 / 0.0% |
| Friends who shared | 1 / 1.4% | 1 / 1.5% | 0 / 0.0% |
| 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 | 1 | 8 | 1 |