SAN FRANCISCO, CALIF. (TheStreet) -- Professional social network LinkedIn (LNKD) is putting a prettier face on its homepage in the hopes of enticing its 332 million members to spend a little more time renovating their professional identities.
The new homepage design, which will begin to be rolled out to members on Thursday, is not about splashy changes but rather a cleaner look that puts the most important information up top, and nudges a person to act on simple to-dos that could prove of larger value later in life. It's about getting all of the little details right, product vice president Joff Redfern told TheStreet, so that members increase the number of actions they take, like connecting with more contacts or consuming more content.
Details matter, because as Redfern pointed out, "[the homepage] is the front door for our company" and LinkedIn's most heavily trafficked page. The company doesn't break out traffic for the homepage, but saw, on the whole, 28 billion page views during the third-quarter.
Anything the company can do to convince users to return on a regular basis is part and particle to increasing advertising revenue. In the third quarter, LinkedIn's Marketing Solutions business -- a.k.a. its ad business -- brought in $109 million in sales, representing just 19% of revenue for the quarter. CEO Jeff Weiner, however, said recently that Sponsored Content, or the native ads members find in the feed on Web or mobile, is the company's fastest growing business.
The most obvious cosmetic changes to the LinkedIn homepage are the new "My Dash" and "Keep in Touch" boxes that sit at the very top of the page, but the company has also tweaked its feed to hopefully present users with the most relevant stories possible.