Abbott Lyon grew search’s share of revenue by 28% with Tagalys

Abbott Lyon makes jewellery for personal milestones and everyday moments. Over the last 10 years, it has grown into one of the UK's leading accessible lifestyle brands.

The range covers necklaces, bracelets, earrings, rings, and watches. Names, initials, birthstones and engraving sit at the heart of it, alongside gifts for every occasion.

A range this personal only works if shoppers can find the right piece. So, as the brand grew, search, and the collections it feeds became the team’s top priority.

Valentine’s Day, Mother’s Day and Black Friday each meant moving products around in bulk. The team wanted every shopper to find the right piece.

• Customising search results took too long and too many steps
• Reports didn’t show which search terms converted and which returned nothing
• Every seasonal push meant pinning products by hand, collection by collection
• Performance data sat in Shopify and Google Analytics, away from where merchandising changes were made
• Merchandising took up a large share of the team’s week

The team needed tools the whole team could pick up and act on straight away. This is where Tagalys came in.

Abbott Lyon chose Tagalys for its usability, customer service and analytics. Search, merchandising and the data behind both now sit together.

The team now shapes search results itself. Synonyms match misspellings and different words shoppers use for the same piece. AI-generated synonyms handle compound words, so “earcuffs” and “ear cuff” returns the same products automatically.

Redirects take broad searches straight to the right collection. When Abbott Lyon runs an influencer campaign, the team decides which products show for related searches.

Ahead of Black Friday, the team fixed more than 2,000 zero-result searches in under 15 hours with Tagalys. In another three hours, it improved over 100 underperforming searches.

Search reports flag the terms that return nothing. They also show click-through rate, conversion and revenue for every search, so the team can see which searches need work and which are already performing.

Abbott Lyon’s collections are ranked by Trending Score, so products order themselves by performance, and the team never has to re-sort and pin a collection by hand.

Seasonal pushes are just as quick. Whether that’s Valentine's Day, Mother's Day or Black Friday, the team tags the products they want to feature and adds a Global Boost. Those products move up in every collection at once.

Collection Reports show which products sell best inside any collection. In gifting collections, the team can spot the best sellers and feature more of what's working.

Performance data also sits next to each product on the merchandising screen, and search trends from Tagalys are shared with the product, merchandising and marketing teams, without anyone pulling separate reports from Shopify or Google Analytics.

Since moving to Tagalys, Abbott Lyon has grown site search revenue and search conversion by 10%. Site search now brings in 28% more revenue. Average order value has also grown by 3%.

The team saves around 15 hours a month on merchandising. Black Friday preparation used to start two to three weeks ahead. It now starts a week before peak, and the team can react to trends as they appear.

The bigger change is the speed of decision making. The team can spot a problem and fix it in the same sitting.