| | author_principles | principles_author |
| Unique people in experiment | 687 | 668 |
| People who clicked through to checkout page | 116 / 16.8% | 92 / 13.7% |
| People who purchased a book | 35 / 5.0% | 22 / 3.2% |
| Average order value per person who purchased | $26.42 | $31.81 |
| People who shared | 24 / 3.4% | 10 / 1.4% |
| Total Shares | 24 | 14 |
| Average shares per person who shared | 1.0 | 1.4 |
| People who clicked on a share | 56 | 36 |
| Friends who bought a book | 0 / 0.0% | 1 / 2.7% |
| Friends who shared | 0 / 0.0% | 1 / 2.7% |
| Average number of shares for people who clicked on a share and then shared | - | 1.0 |
| Number of people who clicked on a share by Friends | 0 | 1 |