LinkedIn Premium Pages
LinkedIn’s Premium for Pages is a new paid subscription product for Small Business Owners, designed to help their page stand out and convert visitors more efficiently.
My role
I led the strategic efforts to secure executive buy-in, crafted our long-term vision, and designed the MVP. I also led in evangelizing our work with cross-functional partners, ensuring alignment and support for our product plans.
Context
LinkedIn company Pages serve as digital storefronts for organizations, with small business owners representing approximately 93% of all pages on the platform.
Small business owners rely on LinkedIn to fulfill specific needs and challenges through various 'Jobs to be Done' (JTBD). In this project, we focused on three core JTBDs:
Stand out
Help small business standout from competitors
Convert
Encourage potential buyers to get in touch
Grow
Help small business grow through increased customers & revenue
Problems
Small business owners on LinkedIn face challenges in standing out from competitors and effectively converting leads on their Page. Research revealed these key issues:
Appearance
Dissatisfied with the Page's appearance.
Growth
Slow follower growth, taking 35 months to reach 100 followers.
Leads
Low satisfaction for generating qualified leads.
Framing the design challenge
By aligning the identified JTBDs with the challenges faced by Page admins, a clear design challenge emerged.From Vision to MVP
After multiple rounds of design exploration, user research, and concept validation testing, we arrived at a long-term vision and pinpointed four essential MVP features, each tailored to meet the fundamental needs of small business owners.
Convert more leads with a customizable top card, featuring a custom button, spotlight, credibility proof and a Premium InBug.
Custom top card
Auto invite anyone who engages with your Page’s content and those who follow similar Pages.
Grow your audience
See who viewed your Page to identify and convert target viewers into customers.
Viewer of the day
Premium for Pages is scheduled to launch in a private preview in early 2024, with a full rollout anticipated later in the same year. Stay tuned for updates!
Results
Unpacking the design process
Now, let's dive into the nitty-gritty of the design journey.
Research
Our LinkedIn Pages and Premium teams conducted research to explore potential Premium features tailored for small business owners. During our research, we found that participants showed strong interest in investing in features that could help them grow their business on LinkedIn.
Iʼd try Premium if it could help me find several recurring local clients for my business. — SMB Owner
Customizing the page is all about driving next-level interaction.
— SMB Owner
Key findings & Recommendations
Better conversion on Page: would pay for any feature that can improve the conversion rate of visitors to followers and leads.
Tools to message page visitors: would pay for tools to identify page visitors to turn them into followers and leads.
Custom top card details
Custom top card with spotlight and custom button
Page admins want to customize their company page topcard to stand out and convert page visitors. To make this possible, we began by decluttering the top card to create space for the custom spotlight, custom button, and the Premium InBug.
Before adding new Premium features to the top card, we had to make the logo smaller, shorten the follower count, and reposition less important details.Before & after
Before & After: Decluttering the top card for all pages to create space for Premium featuresCustom button across LinkedIn
Now company pages can add a primary custom button to drive viewers to desired actions that persists on the page & across LinkedIn.
Feed posts
Before & After: Feed posts now display your custom button and Premium InBugSearch results
Before & After: Company search results now display your custom button and Premium InBugSearch results for companies
Before & After: Company search results now display your custom button and Premium InBug