| | purple_dejavu | teal | purple |
| Unique people in experiment | 557 | 507 | 913 |
| People who clicked through to checkout page | 84 / 15.0% | 75 / 14.7% | 124 / 13.5% |
| People who purchased a book | 24 / 4.3% | 18 / 3.5% | 17 / 1.8% |
| Average order value per person who purchased | $40.0 | $29.83 | $28.05 |
| People who shared | 14 / 2.5% | 18 / 3.5% | 18 / 1.9% |
| Total Shares | 23 | 21 | 25 |
| Average shares per person who shared | 1.6 | 1.1 | 1.3 |
| People who clicked on a share | 385 | 899 | 388 |
| Friends who bought a book | 13 / 3.3% | 45 / 5.0% | 8 / 2.0% |
| Friends who shared | 8 / 2.0% | 13 / 1.4% | 6 / 1.5% |
| Average number of shares for people who clicked on a share and then shared | 1.0 | 1.0 | 1.3 |
| Number of people who clicked on a share by Friends | 26 | 476 | 209 |