LinkedIn leverages both internal and external data sources to build a scalable payments strategy and improve the customer experience. Analyzing this data helped LinkedIn identify new payment methods to launch, like PayPal, which increased conversion rates. LinkedIn also redesigned their checkout flow based on user research and data, focusing on clarity, simplicity, and flexibility. This resulted in higher conversion rates and more revenue. In summary, LinkedIn's data-driven approach to payments helped boost business metrics by understanding customer needs and testing new solutions.

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How LinkedIn leverages data to build
scalable payments strategy

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Karan Ahuja
www.linkedin.com/in/ahujakaranwww.linkedin.com/in/chiyikuan
Chi-Yi Kuan
• Product Manager
• Product guy and Entrepreneur
• Director, Business Analytics
• Big data evangelist and practitioner

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Who are you @ LinkedIn?
Most
Connected
Andre
Edelbrock
Most
Popular
Souheil
Badran
Source: LinkedIn Data
Most
Endorsed
Joe
Rivest
Earliest
Adopter
John
Canfield

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Agenda
• Introduction to LinkedIn
• Crafting a data driven payments strategy to boost
conversion and drive international growth
– Launching new payment methods
– Reimagining the checkout flow

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Our mission
Connect the world’s professionals
to make them more productive
and successful

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For our members

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For our customers

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Mobilize

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The next decade

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Our vision
Create economic opportunity
for every member of the global
workforce

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THE ECONOMIC GRAPH

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Connecting talent with opportunity
at massive scale

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Interactive analytics products to make better decisions

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In-house experimentation platform helps measure
performance and improve member experience
Empowering everyone @LinkedIn to
be able to run and analyze A/B
experiments
End-to-end A/B solution with:
• Automated analytics
• Trustworthy results
• Scientifically-founded methodology

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Case Study I
Launching new payment
methods

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Internal and external data sources highlighted a need to
add more payment methods
“Can we publish ads and pay via direct
debit?”
B2B Advertiser, France
“I would prefer to pay via PayPal; will it be
available in the near future?”
Member looking to avail free trial, Netherlands
“I’m really interested in trying LinkedIn’s
Sales Navigator product but don’t have a
credit card.”
Potential Subscriber, Spain
What were our members saying?What was our data saying?
7
21
USA ROW
% of members1 dropping off the
checkout page due to lack of
payment choice
An international member is 3x more
likely to drop-off vs. a US member
Notes: (1) Based on survey data (Sample size by geography: US – 7,469,
ROW – 4,317)

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Country Preferred payment method online1
Cards PayPal Direct Debit2 Other
US 81% 18% 1%
UK 40% 21% 35% 4%
Canada 59% 35% 2% 4%
Australia 35% 42% 21% 3%
Nordics 54% 22% 24%
France 82% 14% 4%
Netherlands 5% 6% 77% 12%
Brazil 78% 5% 17%
India 33% 58% 9%
Germany 13% 5% 81% 1%
China3 10% 20% 70%4
Japan 52% 10% 39%
Key insights
• PayPal a prime option in countries
where we make money
Notes: (1) Payment method preferences from Cypersource, Emarketer (for Netherlands), PwC research (for Australia), ICICI (for India) (2) Direct Debit also includes bank transfers ELV (3) Preference
data for China is for third-party payment solutions (4) Includes e-wallets, Alipay is #1 at 50% market share followed by Tenpay
1
2
3
1
2
3
External reports coupled with internal data helped us to
identify payment preferences for our key markets
Payment method preference for top 12 countries ($)
Direct Debit2 is a preferred payment
method in IN, DE, NL
AliPay is preferred over other
payment methods in China

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We launched PayPal last year and observed a significant
lift in conversion
Results
• +x% lift in checkout
conversion
• +$xxM in annualized LTV
(lifetime value) bookings
• xx% of checkout orders
today are placed via PayPal
Key takeaways:
- Leverage internal and external data sources to make informed decisions
- Focus on ‘member experience’ and the metrics will follow

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How many posts are published on LinkedIn
per day?
a. 10,000
b. 20,000
c. 30,000
d. 40,000
e. 50,000

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How many posts are published on LinkedIn
per day?
a. 10,000
b. 20,000
c. 30,000
d. 40,000
e. 50,000

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Case Study II
Redesigning the checkout
flow

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Over the years, we’ve added several products…
Payments
LinkedIn
Premium
Text Ads,
Sponsored
Updates
Job Posts
Single payments platform
handling products with varying
billing methods
• Job posts: one-time fee
• Ads: CPC, CPM
• Premium: subscription model

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… but our checkout flow remained static
One-size-fits-all model was
leading to poor member
experience and high drop-
off rates
Several unnecessary
fields
No context
Product
information
obscure
No ability to edit
order
Not much
information on
billing
frequency

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We started analyzing our internal data…

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… and a lot of text
I don’t have a credit card.
How else can I pay?
Customer Care Ticket
Why is a payment method
required for a free trial?
NPS Survey
All terms & conditions were not
clearly explained. What happens
after the free trial? How can I cancel?
Will I be charged if I cancel?
The price is too high for a Job Seeker
Basic subscription. I can pay up to
INR500 per month, which is about
USD10 but not more than that.
Customer Care Ticket
NPS Survey

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One LinkedIn
• Integration with existing product flows (i.e., customized checkout flow)
– Provides consistent user experience
– Maintains context and product messaging
Clarity
• Information on billing frequency
• Detailed breakdown of cost line items (taxes, discounts, etc.)
• FAQs specific to each purchase type
Simplicity
• 2-page to 1-page flow
• 50% reduction (from 14 to 7) in input fields
Flexibility
• Ability to change billing cycle (monthly/annual), job posting type
(30-day/5-pack/10-pack)
Based on user research and our analysis, we designed our
new checkout flow around 4 key principles

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Our redesigned checkout flow improved member
experience and created more value
Results
• Double digit increase in
checkout conversion
• +$xxM in annualized LTV
(lifetime value) bookings
• Double digit decrease in
customer tickets
Key takeaway:
- Context is everything when asking members/customers to pay for products/services
- Customers don’t care about organizational barriers; break them down ASAP

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Key Takeaways
• Invest in data technologies to measure actions, derive
insights, and make better decisions
• Leverage internal & external data sources to build a data
driven and holistic payments strategy
• Focus on “Outside-in” and “Customer First” and the
metrics will follow. Context is everything on the
payment/checkout page
• Customers don’t care about organizational barriers, so
break them down ASAP

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