We systematically study the optimization of highly efficient terahertz (THz) generation in lithium niobate (LN) crystal pumped by 800 nm laser pulses with 30 fs pulse duration. At room temperature, we obtain a record optical-to-THz energy conversion efficiency of 0.43% by chirping the pump laser pulses. Our method provides a new technique for producing millijoule THz radiation in LN via optical rectification driven by joule-level Ti:sapphire laser systems, which deliver sub-50-fs pulse durations.