How to Increase Conversions on LinkedIn?

Here's a surprising stat: LinkedIn ads in the U.S. deliver an average conversion rate of 6.1%. In comparison, Google Search Ads have a conversion rate of around 2.58%. So, why are so many marketers hesitant to invest in LinkedIn ads? It's because many marketers struggle to increase conversions on LinkedIn ad campaigns.

Let's be real—justifying ad spend is tough when conversions don't tell the whole story. It’s one of those challenges that can keep even the best marketers up at night. But what if there were a way to alleviate the pressure and let the results speak for themselves?

In this article, I’ll reveal 4 proven strategies to boost your conversions on LinkedIn.

Strategies to Increase Conversions on LinkedIn

1. Connect with Customers Actively Looking to Buy:

Many digital marketing experts talk about defining your target audience, but what really drives conversions is targeting the right customers at the right time. Focus your ad spend on those ready to purchase—your bottom-of-the-funnel customers. This approach helps you achieve short-term wins, justify your budget, and secure additional funding for a more comprehensive digital strategy.

To identify bottom-of-the-funnel customers, data enrichment tools like Apollo.io, ZoomInfo, and Clearbit can help. These tools pinpoint potential buyers who are actively looking for products similar to yours—perfect for B2B organizations.

By focusing on leads who already have high buying intent—your bottom-of-the-funnel customers—and then applying filters like company revenue, industry, and size, you can create a targeted custom audience on LinkedIn. This approach enables you to tailor your ads directly to these potential buyers, significantly boosting your conversion rates.

2. Retargeting customers using Remarketing Ads

Remarketing ads are a powerful way to increase conversions on LinkedIn by re-engaging customers who’ve already shown interest in your brand. Start by creating a remarketing list based on customer interactions with your previous LinkedIn campaigns. For example, target users who visited high-intent, bottom-of-the-funnel pages on your website through LinkedIn ads or those who watched 75% or more of your videos tailored to bottom-of-the-funnel audiences. Then, craft personalized ads that speak directly to their needs and motivations, paired with a compelling offer to drive conversions. Personalization is key to turning their interest into action.

3. Most ad copies focus too much on the product, but customers aren’t as interested.

Take the time to interview a few of your current customers to uncover the reasons they chose your product—the challenges they were facing and their pain points. These insights are invaluable for shifting your focus from merely highlighting product features to showcasing the unique benefits and emotional outcomes that truly resonate with your audience.

In B2B advertising, the user and the decision-maker are often different personas, so it’s crucial to address both with tailored messaging. For the users, emphasize how a specific feature can save them time—highlighting the direct benefits to their daily tasks. Meanwhile, for the decision-makers, focus on the broader impact and cost savings that your product can deliver to the organization as a whole. By aligning your communication with the distinct needs and pain points of each group, you can create more compelling, targeted ads that drive better results on LinkedIn.

4. A/b test your Ad copies & Landing pages

To effectively increase conversions on LinkedIn, it's crucial to implement A/B testing for both your ad copies and landing pages. A/B testing allows you to experiment with different variations of your ad messaging, visuals, and landing page elements to uncover what resonates best with your audience.

Key Strategies for A/B Testing on LinkedIn:

• Test Different Ad Copies: Experiment with various headlines, subheadings, and calls-to-action (CTAs). Use language that speaks directly to your audience’s pain points and motivations. For instance, test emotional triggers like urgency, value propositions, and problem-solving benefits to see which resonates most.

  
  

• Optimize Visuals: Visual elements such as images, videos, and color schemes play a significant role in engagement. Test different visuals to determine what captures attention—professional images, infographics, or testimonials can work well depending on your audience.

  
  

• Landing Page Design: Ensure your landing page aligns with the ad content and maintains the same tone and messaging. Simplify your page design to avoid distractions and focus on the conversion goal. Test different layouts, forms, and content to see which version results in higher conversion rates.

  
  

• Personalization: Tailor your messaging based on the specific needs of your audience. Use LinkedIn’s targeting options to show ads to relevant industries, roles, or company sizes. Personalization not only improves ad relevance but also increases the likelihood of conversion.

When conducting tests, focus on testing just one variable at a time. This approach allows you to pinpoint exactly what resonates best with your audience. For example, if you’re testing an ad copy, concentrate solely on the call-to-action while keeping all other elements consistent. Similarly, if you’re testing a landing page, change just the color of a single element (like the “Add to Cart” button) while maintaining all other page elements the same. Avoid altering multiple variables—such as both the color and the call-to-action—simultaneously. This way, you can accurately measure the impact of each change on conversions.

Ready to boost your LinkedIn conversions? Start putting these strategies into action today. f you have any questions or want to discuss further, feel free to drop a comment. If you found this article helpful, don’t forget to subscribe to our newsletter for more tips and updates. Stay tuned for more insights to help you make the most of your LinkedIn advertising.

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