Six of the top 10 apparel and beauty sites saw visits decline in April, with Lands’ End and Gap experiencing the largest drops, according to Nielsen/NetRatings. Visits to the Lands’ End site dropped 20% to 2 million from 2.5 million in April 2004, while visits to the Gap site dropped 18% to 1.8 million from 2.2 million.
LLBean.com saw visits drop 16% to 1.6 million from 1.9 million in the year ago period, followed by eBay Clothing, Shoes and Accessories, which dropped 11% to 8.7 million from 9.8 million; Old Navy, down 4% to 2.4 million from 2.5 million; and eBay Jewelry and Watches, down 1% to 4.4 million from 4.5 million.
Zappos.com posted the largest increase, with traffic rising 40% to 2.1 million from 1.5 million. Avon experienced a 20% increase to 2.4 million in April, up from 2 million a year earlier and VictoriasSecret.com saw a 7% increase to 2.5 million visitors from 2.4 million visitors last year.
EBay Clothing, Shoes and Accessories had the most traffic, followed by eBay Jewelry and Watches, eBay Health and Beauty (3.3 million visits), VictoriasSecret.com, Avon, Old Navy, Zappos.com, Lands’ End, Gap, and LLBean.com.
In the top 10 ranked by time per visit, Mary Kay led with 40 minutes, 39 seconds; followed by Avon, 33 minutes, 12 seconds; Chadwick’s 16 minutes, 33 seconds; Lands’ End, 15 minutes, 47 seconds; eBay Clothing, Shoes and Accessories, 14 minutes, 59 seconds; Blair.com, 14 minutes, 44 seconds; Gap, 14 minutes, 42 seconds; Eddie Bauer, 13 minutes, 35 seconds; Roamans.com, 12 minutes, 53 seconds; and LLBean.com, 12 minutes, 33 seconds.
Also in April, the food and beverage segment had the most online ad impressions among consumer goods industry advertisers, according to Nielsen’s AdRelevance report. The leading segments in the report and their number of impressions:
Food & Beverage, 1,068,307
Print Publishing, 1,013,295
Personal Care, 659,042
Home & Garden, 496,591
Apparel & Jewelry, 477,356
Automotive Supply, 302,888
Recreational Gear, 175,209
Toy & Hobby, 164,252
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