| | 30 | 25 | 26 |
| Unique people in experiment | 2866 | 389 | 362 |
| People who clicked through to checkout page | 352 / 12.2% | 43 / 11.0% | 34 / 9.3% |
| People who purchased a book | 71 / 2.4% | 6 / 1.5% | 7 / 1.9% |
| Average order value per person who purchased | $33.09 | $25.0 | $26.42 |
| People who shared | 70 / 2.4% | 9 / 2.3% | 8 / 2.2% |
| Total Shares | 89 | 25 | 11 |
| Average shares per person who shared | 1.2 | 2.7 | 1.3 |
| People who clicked on a share | 1965 | 407 | 588 |
| Friends who bought a book | 59 / 3.0% | 16 / 3.9% | 3 / 0.5% |
| Friends who shared | 25 / 1.2% | 8 / 1.9% | 4 / 0.6% |
| Average number of shares for people who clicked on a share and then shared | 1.1 | 1.2 | 1.0 |
| Number of people who clicked on a share by Friends | 477 | 253 | 25 |