LinkedIn · professional social network
Ask people why they want Premium, then show plans and content that fit
Guest says more tailoring always added value; no downside found
Workedpaywallonboarding
What they did
When a member enters the Premium flow, ask whether they are looking for a job, growing a business, hiring, or something else; the answer decides which content and plans are shown. Behavioral signals fill in too (e.g. a member who just searched for a job gets the job-seeker experience). Experiences are also tailored by country and industry. Machine learning drives it, moving toward LLM-based personalization.
What happened
Guest says they have found no downsides; every increase in tailoring made members find more value.
- Stage
- scale
In their words
Sub Club by RevenueCat · Value-Driven Growth: LinkedIn's Billion-Dollar Subscription Strategy — Ora Levit, LinkedIn“when you come to our fold saying you're interested in Premium, we ask if you're looking for a job or if you're looking to grow your business or to hire or something else. Based on your answer, we then decide what type of content to show you.”
“We haven't found downsides so far to it. Usually, the downside is from not doing enough personalization.”
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