Nearly one in four visitors (24%) to B2B websites referred by LinkedIn are enterprise visitors—those arriving at sites via corporate IP addresses—according to a report by LeadFormix. Among such visitors, or leads, those referred by LinkedIn "groups" are the most likely to complete a form-fill, or convert.
Below, other findings from the LeadFormix report titled "Why Should You Use LinkedIn for B2B Lead Generation?"
Enterprise Visitors by LinkedIn Source
More than one-half of enterprise visitors arrive at websites from individual profile pages (35.7%) or company profile pages (16.3%), whereas 16.4% arrive via "groups" and 3.6% via LinkedIn ads.
To analyze which sections within LinkedIn drive form-fills, numbers of completed form-fills are broken out by the sources of their visits.
LinkedIn "groups" accounts for the biggest percentage of form-fills overall, roughly 57.0%, followed by individual profiles (11.5%) and company profiles (9.2%).
Visitors arriving via "groups," however, are the most likely to complete form-fills (38%), likely the result of the nature of those groups (i.e., people with similar professional interests) fitting a certain profile or target audience.
LinkedIn ads also drive conversion: 21.0% of website visitors arriving via LinkedIn ads complete form-fills.
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Nearly one-half (45%) of all leads to websites arriving from LinkedIn are first-time visitors. That level is higher for those arriving via "groups" (63.2%) and "answers" (70.0%), but lower among those motivated by jobs information (24.52%).
Which Web Pages Lead Visits
Leads referred to B2B websites from LinkedIn are most frequently visit the "careers" pages and "contact us" pages of a website.
Visiting a "homepage" ranks third, followed by the "about us" and "management" pages.
Time Spent on Referred Websites
On average, leads from LinkedIn spend roughly 2.2 minutes visiting websites. Visitors arriving via LinkedIn "news," however, browse sites relatively quickly (1.82 minutes), whereas those who come from LinkedIn ads or "answers" spend more time on websites, 3.43 minutes and 3.23 minutes, respectively.
About the data: Findings are based on LinkedIn visitor data collected from the websites of 289 B2B clients of LeadFormix in February 2011.