December 29, 2006, 12:00 AM

Zappos posts beautiful November traffic increase

Six of the top 10 apparel and beauty sites experienced an increase in visits in November, with three posting double-digit increases, according to Nielsen/NetRatings Inc. Zappos.com had the largest increase, with visits increasing 44% to 3.9 million.

Bill Briggs

Senior Editor

Six of the top 10 apparel and beauty sites experienced an increase in visits in November, with three posting double-digit increases, according to Nielsen/NetRatings Inc. Zappos.com Inc. had the largest increase, with visits increasing 44% to 3.9 million from 2.7 million in November 2005.

Old Navy had the second largest increase, with visits rising 15% to 4.6 million from 4 million, followed by VictoriasSecret.com, up 11% to 5 million from 4.5 million; eBay Health & Beauty, up 7% to 4.6 million from 4.3 million; Avon Products Inc., up 6% to 3.6 million from 3.4 million; and LandsEnd.com, up 6% to 3.3 million from 3.1 million.

The four sites experiencing a drop in visits were Gap Inc., down 9% to 3 million from 3.3 million; eBay Jewelry and Watches, down 5% to 5.7 million from 6 million; eBay Clothing Shoes and Accessories, down 4% to 11.9 million from 12.4 million; and LLBean.com, down 2% to 4.2 million from 4.3 million.

EBay Clothing, Shoes and Accessories recorded the most traffic, followed by eBay Jewelry and Watches, VictoriasSecret.com, Old Navy, eBay Health & Beauty, LLBean.com, Zappos.com, Avon, LandsEnd.com and Gap.com.

In the 10 ranked by time per visit, JewelryTelevision.com led with 53 minutes, 56 seconds, followed by MaryKay.com, 49 minutes, 35 seconds; Avon, 33 minutes, 46 seconds; Blair.com, 22 minutes, 59 seconds; Roamans, 17 minutes, 54 seconds; Fashion Bug, 15 minutes, 45 seconds; eBay Clothing Shoes & Accessories, 14 minutes, 11 seconds; Lands’ End, 13 minutes, 19 seconds; VictoriasSecret.com, 13 minutes, 17 seconds; and Chadwick’s, 13 minutes, 2 seconds.

Also in November, 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, 5,928.4; Apparel & Jewelry, 2,065.1; Personal Care, 1,376.9; Home & Garden, 902.3; Toy & Hobby, 471.5; Automotive Supply, 414.7; Print Publishing, 394.0; and Recreational Gear, 58.0.

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