The light from that kind of light bulb goes out the front. So we have 360 lumens coming out the front.
An incandescent lightbulb is/was omnidirectional. At about 840 lumens half 420 lumens go backwards, half 420 lumens go forwards.
So if you point both bulbs at an object the light hitting the object is similar. Again if both bulbs are in recessed fittings output is similar. The can absorbs the light going backwards from an incandescent so only half the light comes out of the fixture.
But if the bulbs are in table or floor lamps, the 60W bulb will put 840 lumens into the room, that LED bulb only 360. But the 60W bulb puts light in all directions including sideways at an object. That LED would shoot its light up toward the ceiling and any objects in the room will only get indirect light. In this situation the LED bulb is way dimmer than the 60W.
Here is a comparison between a
40W and a Zetalux 2 300 lumen.
Here are some bulbs available earlier this year in Canada:
from left to right:
Philips 7W 155 lumen 40W equivalent, from a year previous;
Philips 8W 450 lumen 40W equivalent, hemispherical beam pattern;
Philips 9W 470 lumen 40W equivalent, forward beam pattern;
Philips 12W 800 lumen 60W equivalent, sideways beam pattern.
Note the difference a year makes. 155 lumens to 450/470 lumens for almost the same wattage in.
It is almost not worth looking at online stores at this point. They tend to have the older dimmer bulbs in stock.
My other concern is the colour temperature of the bulbs in your links are not stated. There is a big difference between cool white (which gives a higher lumen # for advertising purposes) and warm white.
My camera's automatic white balance can not figure it out correctly but the relative tint difference is very noticeable to the eyes. Its more like cool white fluorescent tubes vs incadescent bulbs to the eyes.
EDIT
If you need a true 60W equivalent get the bulb on the extreme right in my picture above.
A 230V B22 version is available through amazon.co.uk