November 21, 2008, 12:00 AM

Lands’ End, L.L. Bean score high November conversion rates, Compete reports

Recent cold weather has been good for outdoor apparel and gear retailers Lands’ End and L.L. Bean, which scored visitor-to-sales conversion rates of 16% and 14%, respectively, for the first two weeks of November, Compete Inc. says.

Katie Evans

Managing Editor, International Research

Recent cold weather has been good for outdoor apparel and gear retailers Lands’ End and L.L. Bean, which scored visitor-to-sales conversion rates of 16% and 14%, respectively, for the first two weeks of November, according to a report on retail web site activity compiled by Compete Inc.

Other retailers scoring double-digit conversion rates were Amazon.com, J.C. Penney and HSN.com, each with a conversion rate of 10%. Compete compiled web site visitor data on 16 department and apparel retailers. The retailers it monitored ranged in size from Amazon.com, No. 1 in the Internet Retailer Top 500 Guide, to Shoes.com, No. 149 in the Guide.

Lands’ End and L.L. Bean also scored the lowest bounce rates among the group, at 3%. QVC.com also scored a bounce rate of 3% along with a conversion rate of 8%. Bounce rates relate to the percentage of visitors who immediately leave a site without initiating a task.

Ironically, Lands’ End and L.L. Bean also were among only five retailers in the group that showed a year-over-year decline in the number of unique visitors.

Kmart.com, a unit of Sears Holdings Corp., showed the largest year-over-year percentage increase in number of unique visitors, which rose 39% to 5.7 million. The next-fastest growing sites in terms of number of unique visitors were Zappos.com, which grew 36% to 3.36 million visitors; American Eagle Outfitters’ AE.com, up 32% to 1.94 million; Amazon.com, up 24% to 47.50 million; Macys.com, up 22% to 5.97 million, and Sears.com, up 21% to 9.53 million.

Following is the complete list of retailers in the Compete report for the first two weeks of November, with number of unique visitors for the period in millions, the percentage increase in unique visitors over the year-ago period, the visitor-to-sales conversion rate and the bounce rate for the first half of this month:
Amazon.com, 47.50, 24%, 10%, 11%
Walmart.com, 25.76, 12%, 5%, 10%
Target.com, 21.35, 12%, 3%, 9%
JCP.com, 10.73, 8%, 10%, 4%
Sears.com, 9.53, 21%, 2%, 8%
Macys.com, 5.97, 22%, 3%, 6%
Kmart.com, 5.70, 39%, 1%, 7%
QVC.com, 5.00, 19%, 8%, 3%
Kohls.com, 4.21, 12%, 7%, 6%
Zappos.com, 3.36, 36%, 5%, 7%
HSN.com, 3.25, 6%, 10%, 6%
LLBean.com, 2.34, -10%, 14%, 3%
AE.com, 1.94, 32%, 4%, 7%
Nordstrom.com, 1.54, -7%, 4%, 5%
Landsend.com, 1.23, -9%, 16%, 3%
Shoes.com, 0.93, -10%, 4%, 11%

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