What is the difference between equivalent watts and lumens?
There are a couple terms involved that all have specific meanings:


Watts: the amount of electricity used by the bulb (a.k.a. "power")
Lumens: the amount of visible light the bulb produces (a.k.a. "luminosity")
Equivalent watts: an approximate incandescent bulb wattage that outputs a similar amount of light.
Luminous efficiency: the amount of light put out by the bulb per watt. Higher means better efficiency.


There's not a direct relationship between watts and lumens, but you can look at the luminous efficiency to compare bulbs. Wikipedia lists values for common household bulb types:


Incandescent bulb: 12-18 lumens / watt
Halogen incandescent: 24 lumens / watt
Compact fluorescent: 45-75 lumens / watt
LED: 60-100+ lumens / watt


The LED you list has an efficiency of 28 lumens / watt, which is pretty poor for an LED. LEDs have been increasing in their efficiency; maybe it's an older model? Your CFL is 63 lumens / watt, which is pretty good for a CFL.

Compare those to the current gold standard for mass-market LED bulbs, Philips' L-prize LED, which puts out 940 lumens using 10 watts, or 94 lumens / watt.

You're also seeing the problem with "equivalent watts", which is kind of an unhelpful metric. I don't know if there's any regulation on what manufacturers can claim as the incandescent equivalent, but I've seen bulbs as low as 700 lumens and as high as 950 lumens all claim to be "60 watt equivalent". Even among incandescents there's a range of light output for a specific wattage. The most reliable way to look at brightness is the "lumens" rating. If you're trying to match the brightness of an existing bulb, try to look it up online to find the lumens.