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About NSI Nails
NSI Nails is a legacy brand with over 50 years of expertise in professional nail enhancement products. Known for innovation in gel, acrylic, and nail art systems, NSI approached Metrix to elevate their digital commerce strategy and migrate to Shopify Plus, with the goal of expanding globally and enhancing their connection with professional nail technicians worldwide.
Challenges
While NSI Nails had an established product line and a loyal industry following, several challenges hindered their digital growth:
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Poor SEO Performance – The existing site lacked proper search engine structure and ranking authority.
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Global Reach Limitations – The platform was under-optimized for international markets, restricting reach and revenue potential.
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Design Legacy – Updating the site’s look without losing brand integrity or long-standing loyalty was a delicate balance.
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User Experience – The old website didn’t effectively present NSI’s professional-grade product range or differentiate them from newer competitors.
Approach
Metrix was brought on to rebuild the digital foundation with performance-first architecture, SEO strategy, and a global ecommerce framework — all while preserving NSI’s brand credibility.
Strategy & Execution
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Shopify Plus Migration – Seamlessly moved NSI Nails to a scalable, global-ready ecommerce platform with custom enhancements and flexible backend management.
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International SEO Overhaul – Optimized global keyword targeting, meta data structures, and content to support international discoverability and multilingual markets.
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Design Refresh – Enhanced product presentation with high-contrast imagery, custom modules, and refined UI to create an immersive shopping experience without compromising NSI’s brand legacy.
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Content Optimization – Aligned product descriptions and visual storytelling with SEO best practices to support both search performance and conversion.
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Performance Monitoring – Implemented analytics dashboards to track geographic traffic, conversion rates, and customer behavior globally.
Outcomes
NSI Nails’ digital transformation successfully bridged their historical strength with a modern, global ecommerce strategy — unlocking new growth and international expansion.
Key Results
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Increase in global organic traffic post-migration
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Improvement in product page engagement rate
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Traffic increase from non-AU regions within 90 days
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