How will customers transact in a landing pageless world? The reality is, our digital purchase behaviors have been changing rapidly in small but growing segments such as Amazon image search or ordering pizza from Dominos via your Xbox. We’re reaching a point where the landing page - and sometimes even keywords - are not necessary anymore. In this session, Purna will explore emerging search trends such as artificial intelligence, messaging commerce and conversation as a platform to uncover what we need to be doing now to best prepare.

1. Conversions in a
Landing Page-Less
World
How New Technology is
Changing the Way we Buy
Purna Virji, Microsoft

2. Where’s the landing page?
@PurnaVirji | #SearchLove

4. We’ll explore:
1) Chatbots
2) Digital Personal
Assistants
3) AI + Predictive
Analytics
@PurnaVirji | #SearchLove

5. The Name is Bot, Chat Bot

6. Get to Know
Chatbots
@PurnaVirji | #SearchLove

7. Vital stats
$7
per user, per year.
(vs. $1/user on
WhatsApp)
(Source: Nomura)
53%prefer chat apps to
speaking to
businesses via phone.
(Source: Ovum)

8. Vital stats
(Source: Gartner)
85%of a customer’s relationship will
be managed without human
interaction by 2020.

9. Why Don’t
Chatbots Need a
Landing Page?
@PurnaVirji | #SearchLove

10. @PurnaVirji | #SearchLove

11. Source: https://chatbotsmagazine.com/

12. Start Your Bots!
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13.  Solves problem w/ minimum
steps?
 Is it easier/faster than
alternative?
 Do users naturally know what
to do when using it?
Chat bot Checklist
@PurnaVirji | #SearchLove

14. Tip 1:
Remove the
Pain in the
Process

15. Which is easier?

16. Think Tapping,
not Typing

17. 1. Tapping
2. Typing
3. Talking
Order of preference:

19. Did it pass the
checklist?

20. Tip 2:
Personality,
Personality,
Personalize

21. 10% want to know if
Xiaoice is a real human
Meet Xiaoice
@PurnaVirji | #SearchLove

22. How do we artificially
create empathy in our
devices?

23. Be Yourself

24. Source: MasterCard

25. Source: http://econsultancy.com/

26. Be Brief

28. Remember Things

29. Source: https://thinkmobiles.com/
@PurnaVirji | #SearchLove

30. You’re Hired:
Digital Personal Assistants

31. Get to Know
Your New
Assistant
@PurnaVirji | #SearchLove

32. Vital stats
(Source: Juniper Research)
4bn
will be mobile-based.
5bn
DPAs in use by 2021

33. When’s the tipping point?
(Source: Baidu)
99%accuracy.

34. Why Don’t the
Assistants Need
a Landing Page?
@PurnaVirji | #SearchLove

36. Where can I go for
$300?
How much are flights
to Paris?
Good hotels in
Barcelona?

37. Start Prepping for
the Assistants!
@PurnaVirji | #SearchLove

38. Tip 1:
Know the
Power and
Limits of
Speech

39. I need to reset
my password. Okay human, take
note ’cos I’ll only say it
once.
Your new PW is:
1$Gt32*@#XW9^@
Goodbye!

40. Speech forces the bot
to keep
communication to a
minimum

41. Q:
Could we have
ads that are
screen-less?
@PurnaVirji | #SearchLove

42. Yes, but…
Not
everywhere.
@PurnaVirji | #SearchLove

43. Under 20s Communicate with images
21+ Under 20 year olds:vs
Tech Savvy: 2 screens at
once
Tech Innate: 5 screens at
once
Communicate with text Communicate with images
Curators and sharers Creators and collaborators
Now-focused Future-focused
Optimists Realists
Source: KPCB Internet Trends 2016

44. We’ll have
Hybrids
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45. What can be
Speech-only?
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46. What needs to
be a hybrid?
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47. What could this
look like?
(Speculation)
@PurnaVirji | #SearchLove

48. Siri, are there any deals
on running shoes?
Cortana, send me links
to white couches I’ll like.

49. Purna, want pics of the
new stock Nordstrom is
getting on Saturday?
Purna, apples are on
sale today at TJ’s.

50. Tip 2:
Remove
the Pain in
the Process
@PurnaVirji | #SearchLove

51. Audible Conversion Checklist
 Anticipate needs
 Have information
available
 Make it seamless

52. Let’s try
it out.
@PurnaVirji | #SearchLove

53. @PurnaVirji | #SearchLove

54. DPA, I need tickets to the Padres game.
Great! When would you like to go?
On March 15th at 6pm- you are free at
that time.
When are we playing the Giants?

55. Okay great, how much are Infield box tickets?
Tickets are available and cost $30. Do you
want me to send you the seat map?
Okay done. I’ve emailed you the confirmation.
No, just book me 3 tix close to the aisle.

56. AI Think Therefore AI Am

57. Get to Know the
Power of AI
@PurnaVirji | #SearchLove

58. @PurnaVirji | #SearchLove

59. Who wrote it better?
A spider sewed at night
Without a light
Upon an arc of white.
If ruff it was of dame
Or shroud of gnome,
Himself, himself inform.
Of immortality
His strategy
Was physiognomy.
A wounded deer leaps highest,
I’ve heard the daffodil
I’ve heard the flag to-day
I’ve heard the hunter tell;
‘Tis but the ecstasy of death,
And then the brake is almost
done,
And sunrise grows so near
Sunrise grows so near
That we can touch the despair
and frenzied hope of all the ages.
@PurnaVirji | #SearchLove

60. How is AI Helping with
Landing Page-Less
Conversions?
@PurnaVirji | #SearchLove

61. Watson Ads + The
Weather Channel
@PurnaVirji | #SearchLove

62. @PurnaVirji | #SearchLove

63. Personal Shopping +
Xiaoice
@PurnaVirji | #SearchLove

64. Image Credit: Geekwire
@PurnaVirji | #SearchLove

65. Start Your AI
@PurnaVirji | #SearchLove

66. Tip 1.
Plan for
Predictive
Analytics

67. Eliminating the
mundane
decisions

68. Tip 2:
Test out AI
APIs
@PurnaVirji | #SearchLove

69. @PurnaVirji | #SearchLove

70. @PurnaVirji | #SearchLove

71. The
Democratization
of AI

72. Start evolving now
 Connect and leverage data
 Plan your conversion
strategy
 Get everyone on board
 Don’t worry…

74. • distilled.net/tone-of-voice/
• dev.botframework.com/
• qnamaker.ai/
• microsoft.com/cognitive-
services/en-us/
Fab Resources:

75. Thank you!
Say hi
@PurnaVirji