Website funnels - perfect companions for your social media marketing

Social media marketing is about showing the right content to the right people at the right time. Based on digital traces that people leave on social networks, potential customers are identified & developed along a website funnel until they become effective buyers. This funnel should continue when a user surfs our website. An explanation - including a thought experiment in three steps - by Samuel Rhyner of Code Crush GmbH.

Samuel Rhyner - 20. September 2020


Briefly in advance:

Profile "Wheely

To explain in a simple way what a website funnel is, I use the fictitious bicycle dealer "Wheely" as an example in this article. Business is relatively good at "Wheely". However, the owners are sure that there is still room for improvement. The biggest turnover comes from the sale of bicycles, which is why this is "Wheely's" core business.

"Wheely has a small budget for marketing, but could never afford to hire a social media manager. For a few months now, they have also had a Facebook page with about 150 followers - "after all, everyone has Facebook nowadays". The Wheely website is online and gets a few clicks a month, but it only has the opening hours, contact details and directions. The team page is outdated - this and other "digital" things are lost in the daily routine.

In short: Wheely's business is solid and lives on word-of-mouth. But sales figures are stagnating and the competition is getting tougher. There is a lack of marketing know-how, especially in the digital field. They now want to take a step forward - and hire leeway and Code Crush for a social media campaign with a funnel that continues on the website.

Step 1 - The social media campaign

Consumers move around on social media - every day and quite naturally in everyday life (after waking up, in the tram, during a break, etc.). And people follow companies and brand ambassadors they like. This results in a basic fan base. It gets interesting when the communicative reach is increased with advertising on social media! If you have a large reach, you automatically reach more potential buyers, especially with targeted social ads.

"Wheely" can't afford a marketing department, so they outsource it. leeway is hired to reach out to new customers on social media and increase their fan base. So the guys from leeway work out a social media and content strategy with the staff from "Wheely". This includes a campaign to promote the new autumn bikes on social media.

Now, "Wheely" doesn't just sell one type of autumn bike, but covers different bike target groups: There are city bikes, mountain bikes, e-bikes, youth bikes, tandems, folding bikes, women's bikes and so on and so forth. Running a separate campaign for each category would be too costly for "Wheely". It needs another solution.

Step 2 - The website funnel

The campaign of our fictitious bicycle dealer "Wheely" addresses a broad mass of people interested in bicycles. The specification of a specific type of bike should only happen on the website. So what happens when someone clicks on the ad? This is where the website funnel comes into play.

Funnel means funnel and can be used on a website to pick up the needs of potential customers in an appealing way - and to show interested people only the information that offers them concrete added value. The user thus lands on a "landing page" with interactive questionnaires.

Depending on the topic, the funnel can be as deep as desired. The more detailed the funnel is, the more precisely the needs can be met. If the user and his intention are known, a "conversion" must be provoked from the data obtained. In the case of "Wheely", for example, an offer request for the corresponding bicycle could be sent by e-mail at the touch of a button. Or the product catalogue (if available) could be filtered and sorted correctly. Or... - there are so many possible applications.

To better illustrate what a funnel is - and how it could work in the example of "Wheely", I have prepared a demo for you.

You can find the demo at

Step 3 - Refine and optimise

The campaign and funnel are now set up. Of course, sales do not immediately skyrocket to astronomical heights. But not only does the user experience improve and the marketing of the products become more effective - over time, many valuable insights are also gained. With a funnel, it is very easy to see which products are in demand and what kind of people are looking for them. This allows the campaign target group to be continuously refined and optimised - which makes marketing increasingly cost-efficient and ultimately more lucrative. Code Crush is happy to provide you with an interim report using advanced analytics to show you how well your campaign is performing and converting.


Running a social media campaign in conjunction with a website funnel makes a lot of sense, especially for products that appeal to a wide audience. Website funnels are also easy to adapt and can be reacted to differently depending on the customer's interest. What I would like to say here is: "Done is better than perfect", or "The proof of the pudding is in the eating"! You must never forget that marketing expenditure should bring more back to the bottom line than what it costs you (return on investment). This is exactly what we are working towards - with leeway and code crush as partners in the team!

You feel the same way as "Wheely". We are happy to help!

Samuel Rhyner, Gründer von Code Crush

Samuel Rhyner

I am Samuel. My world revolves around programme code most of the time. I love understanding stubborn problems and finding solutions for them. I like to be on the train and work best when the landscape is passing me by at 130 kilometres per hour. To switch off, I like to watch real-fiction series - and hate being spoiled. If I have to wait for the stream, I always make a mental note to myself: my applications are programmed with high performance and the waiting times are as short as possible. They are the TGVs among the programmes!