Table 2.

Summary of analysis outcomes.

Metric and keyword type		Significant comparisons	Significant interactions
Click rate
	Low risk	Nonexplicit > explicit	Low risk × high risk Low risk × help seeking High risk × help seeking
	High risk	Explicit > nonexplicita	Low risk × high risk Low risk × help seeking High risk × help seeking
	Help seeking	Explicit > nonexplicit	Low risk × high risk Low risk × help seeking High risk × help seeking
Conversion rate
	Low risk	N/Sb	—c
	High risk	N/S	—
	Help seeking	N/S	—
Total conversion rate
	Low risk	Nonexplicit > explicit	Low risk × high risk Low risk × help seeking
	High risk	Explicit > nonexplicit	Low risk × high risk Low risk × help seeking
	Help seeking	N/S	Low risk × high risk Low risk × help seeking

^aMarginal significance (P<.06).

^bN/S: not significant.

^cNot available. This was used when interaction analyses were not conducted due to nonsignificant comparisons.