Google Analytics helps us to continue to optimize our ad campaigns and our marketing efforts to make our dollar spending go much further.
Partners in business and life for 27 years, Terry and Dr. Lyn Lam raised a family together and ran a successful women’s healthcare center on the island of Hawaii. Beauty products were never in their wheelhouse, until they learned of the harmful effects of traditional nail lacquers from a polymer chemist friend. “Taking care of women all our lives, we know how important it is that women feel good about themselves,” says Lyn. “Nail polish can empower women, but that’s often compromised by guilt and anxiety about what you are doing to yourself, your nails, your kids. For us, creating something better for women and the planet was a no-brainer.” They launched Kapa Nui Nails in 2019 as a full line of nail care products and water-based polishes that are completely non-toxic, odor-free, and environmentally friendly.
Terry and Lyn used Google Ads from the outset to gain traction, turning to Google Analytics to help fine-tune their e-commerce campaigns. “It's really helped us to hone in on our audience, and the demographics have helped us to target our marketing more efficiently,” says Terry. Approximately 80 percent of Kapa Nui Nails’ traffic comes from online sources, helping to drive 50-percent growth year-over-year (YoY). Terry attributes about one-third of that growth to Google Ads. The Lams hope their success inspires other Hawaiians to start small businesses and promote exports as a bigger part of the state’s industry. “Hawaii is heavily based on tourism, and many of us are trying to branch out,” explains Lyn. “We are proud to represent rural, outer-island Hawaii and what can be accomplished just about anywhere with internet access.” As they begin to pursue more retail opportunities, the Lams feel prepared to scale. “Bottom line is we want to spread the word,” Lyn says. “We want as many polish users as possible to know that chemical-free nail care is an option.”