| | paying_customers | fast_evolution | minimize_risk |
| Unique people in experiment | 476 | 260 | 272 |
| People who clicked through to checkout page | 78 / 16.3% | 42 / 16.1% | 36 / 13.2% |
| People who purchased a book | 17 / 3.5% | 1 / 0.3% | 6 / 2.2% |
| Average order value per person who purchased | $39.17 | $30.0 | $37.5 |
| People who shared | 10 / 2.1% | 6 / 2.3% | 8 / 2.9% |
| Total Shares | 19 | 7 | 15 |
| Average shares per person who shared | 1.9 | 1.1 | 1.8 |
| People who clicked on a share | 272 | 102 | 143 |
| Friends who bought a book | 14 / 5.1% | 3 / 2.9% | 1 / 0.6% |
| Friends who shared | 5 / 1.8% | 2 / 1.9% | 1 / 0.6% |
| Average number of shares for people who clicked on a share and then shared | 1.4 | 1.0 | 1.0 |
| Number of people who clicked on a share by Friends | 73 | 142 | 2 |