August 11, 2006, 12:00 AM

VictoriasSecret.com posts largest traffic gain of top apparel/beauty sites

VictoriasSecret.com recorded the sharpest increase in traffic among the top 10 apparel and beauty sites in July, with visits rising 43% to 4 million from 2.8 million a year earlier, according to Nielsen/NetRatings.

VictoriasSecret.com recorded the sharpest increase in traffic among the top 10 apparel and beauty sites in July, with visits rising 43% to 4 million from 2.8 million a year earlier, according to Nielsen/NetRatings.

EBay Clothing Shoes & Accessories experienced the second largest increase, with visits rising 30% to 11.4 million from 8.8 million in the year-ago period; followed by eBay Health & Beauty, up 28% to 4.1 million from 3.2 million; Zappos.com, up 8% to 2.6 million from 2.4 million; and eBay Jewelry and Watches, up 1% to 4.4 million from 4.37 million.

Five of the top 10 sites had a drop in visits, with the largest decrease at Old Navy, where visits dropped 19% to 3.4 million from 4.2 million. Also recording drops in traffic were Gap, down 12% to 2.3 million from 2.6 million; Avon, down 7% to 2.6 million from 2.8 million; LLBean.com, down 4% to 2.4 million from 2.5 million; and Land’s End, down 1% to 2.3 million from 2.33 million.

The top site in number of visits was eBay Clothing Shoes & Accessories, followed by eBay Jewelry and Watches, eBay Health and Beauty, VictoriasSecret.com, Old Navy, Avon, Zappos.com, LLBean.com, Gap, and Land’s End.

In the top 10 apparel and beauty sites ranked by time per visit, Mary Kay led with 48 minutes, 52 seconds; followed by Avon, 41 minutes, 34 seconds; eBay Clothing Shoes & Accessories, 17 minutes, 52 seconds; Land’s End, 16 minutes, 5 seconds; Blair.com, 15 minutes, 55 seconds; Chadwick’s, 14 minutes, 25 seconds; Zappos.com, 13 minutes, 24 seconds; eBay Jewelry and Watches, 13 minutes, 12 seconds; Talbots.com, 13 minutes; and Just My Size, 12 minutes, 55 seconds.

Also in July, the food and beverage segment had the most online ad impressions in the consumer goods industry, according to Nielsen’s AdRelevance report. The leading segments in the report and their number of impressions (in millions) are:

Food & Beverage, 1,339.2
Personal Care, 967.5
Apparel & Jewelry, 820.1
Home & Garden, 524.3
Print Publishing, 354.9
Automotive Supply, 341.1
Recreational Gear, 136.8
Toy & Hobby, 69.2

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