| | with | without |
| Unique people in experiment | 1204 | 329 |
| People who clicked through to checkout page | 174 / 14.4% | 41 / 12.4% |
| People who purchased a book | 35 / 2.9% | 8 / 2.4% |
| Average order value per person who purchased | $34.34 | $36.25 |
| People who shared | 30 / 2.4% | 3 / 0.9% |
| Total Shares | 45 | 5 |
| Average shares per person who shared | 1.5 | 1.6 |
| People who clicked on a share | 584 | 190 |
| Friends who bought a book | 20 / 3.4% | 1 / 0.5% |
| Friends who shared | 9 / 1.5% | 5 / 2.6% |
| Average number of shares for people who clicked on a share and then shared | 1.2 | 1.0 |
| Number of people who clicked on a share by Friends | 220 | 15 |