- +40%
Ecommerce growth
To escape shrinking margins on paid social and capture a highly engaged crafting community, Crochet partnered with NetOps. We engineered a content-led SEO and conversion-optimized digital strategy that turned pattern tutorials into a high-volume, automated revenue engine.
About Crochet
Crochet is a premier online destination for premium yarns, hooks, and crafting accessories. Operating in the passionate and highly visual maker space, the brand serves everyone from absolute beginners looking for starter kits to master crafters sourcing niche, high-quality fibers.x
The challenge
Prior to partnering with NetOps, Crochet faced a unique merchandising bottleneck. Crafters rarely buy a single skein of yarn; they buy supplies for a project. However, the site’s legacy UX forced users to manually hunt for individual colors, weights, and tools across different category pages. This high-friction journey led to massive cart abandonment, if one specific color was hard to find, the user abandoned the entire project cart.
Simultaneously, the brand was overly reliant on expensive paid social media ads (Instagram and Pinterest) to drive traffic. They needed to aggressively lower their Customer Acquisition Cost (CAC) by dominating organic search for crafting tutorials, while completely overhauling their digital storefront to maximize Average Order Value (AOV).
Services Used:
- The Content-to-Commerce Pipeline: Marketing, development& Automations
STRENGTH IN NUMBERS
Business impact
By dismantling the friction in the user journey and shifting the acquisition model from expensive paid social to high-intent organic search, NetOps fundamentally restructured Crochet’s unit economics. The result wasn’t just a temporary spike in sales—it was highly profitable, scalable growth.
Increase in Average Order Value (AOV) via 1-Click Pattern Kits
Organic traffic offset paid social spend
Increased Customer Lifetime Value (LTV) driven by automated retention flows
Esteemed digital marketing solutions
NetOps continues to operate as the strategic growth engine for Crochet, constantly refining their digital ecosystem to ensure they remain the absolute authority and easiest-to-shop platform in the crafting space.
“NetOps completely understood the nuances of our customer. We were losing sales because our buying process was too complicated, and our ad costs were eating our margins. By integrating our content directly into a frictionless e-commerce experience and scaling our organic search, NetOps didn’t just boost our revenue by 40%, they built us a far more profitable, sustainable business model.”
— Chief Marketing Officer, Crochet
- Project-Based CRO & "1-Click" Bundling
- Content-Led Enterprise SEO
- Lifecycle Retention Marketing
- Complete Website Developmnet & Automations
+40 %
Ecommerce
growth
136 %
Increase in organic sessions
65 %
Increase in organic contact form submissions
