April 24, 2007, 12:00 AM

QVC converts 17% of visitors to top Nielsen/NetRatings rankings

The top online retailer in March in terms of converting visitors to buyers was QVC, followed by Coldwater Creek. Computer hardware led online retail categories in average order size.

Kurt Peters

Executive Editor

QVC, which broadcasts shopping shows nonstop to TVs in 87 million U.S. homes, is having a lot of success persuading consumers who see products on TV to buy them online. 17% of consumers who came to QVC’s web site last month bought something, putting QVC at the top of the conversion rankings of Nielsen/NetRatings.

Nielsen’s rankings are based on percentage of unique visitors to the site during the month who ultimately make a purchase. Each individual who comes to the site counts as one unique visitor, no matter how many times the person comes back.

Here are the top 10 online retailers in March by conversion rate, with the percentage of consumers who made purchases:
• QVC, 17.0
• Coldwater Creek, 16.0
• 1800flowers.com, 15.6
• HSN.com, 13.6
• eBay, 13.4
• L.L. Bean, 13.4
• Blair.com, 12.2
• Amazon, 11.5
• Jessicalondon.com, 11.4
• Roamans, 11.1

Nielsen/NetRatings also reported that in March computer hardware topped all categories in terms of average order size. The top 10 categories in order size, with the amount of the average order, in March were:
• Computer hardware, $301.79
• Automotive, $175.71
• Consumer Electronics, $109.46
• Event and movie tickets, $107.13
• Office supplies, $80.60
• Sporting goods and outdoor activities, $70.72
• Home and garden, $65.45
• Apparel and accessories, $54.15
• Child/baby care, $50.80
• Food and beverage, $50.75

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