PowerPoint Presentation
Conversions in a Landing Page-Less World How New Technology is
Changing the Way we BuyPurna Virji, Microsoft
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Wheres the landing page?
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Well explore:
1) Chatbots 2) Digital Personal Assistants3) AI + Predictive
Analytics
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The Name is Bot, Chat Bot
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Get to Know Chatbots
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Vital stats$7per user, per year.(vs. $1/user on WhatsApp)
(Source: Nomura)
53%prefer chat apps to speaking to businesses via phone.
(Source: Ovum)
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Vital stats(Source: Gartner)
85%of a customers relationship will be managed without human
interaction by 2020.
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Why Dont Chatbots Need a Landing Page?
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Lets take a look at some conversion experiences that happen via
chatbots no LP necessary.
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Source: https://chatbotsmagazine.com/
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Start Your Bots!
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Solves problem w/ minimum steps?Is it easier/faster than
alternative?Do users naturally know what to do when using it?Chat
bot Checklist
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Tip 1: Remove the Pain in the Process
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Which is easier?
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Think Tapping, not Typing
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1. Tapping2.Typing 3.TalkingOrder of preference:
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Did it pass the checklist?
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Tip 2: Personality, Personality, Personalize
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10% want to know if Xiaoice is a real human13.4% asked her to
guess what theyre thinking 8% of daily discussions are celebrity
gossipShe has counted approx. 1.5 million sheep to help users fall
asleepEvery day, 1 out of 10 users seeks emotional comfort from
Xiaoice1 in 4 users have told XiaoIce I love you
Meet Xiaoice
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How do we artificially create empathy in our devices?
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Be Yourself
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Source: MasterCard
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Source: http://econsultancy.com/
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Be Brief
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Remember Things
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Source: https://thinkmobiles.com/
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Youre Hired:Digital Personal Assistants
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Get to Know Your New Assistant
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Vital stats(Source: Juniper Research)4bnwill be
mobile-based.
5bnDPAs in use by 2021
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Whens the tipping point?(Source: Baidu)99%accuracy.
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Why Dont the Assistants Need a Landing Page?
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https://youtu.be/bGZSntb_FNE Pizza delivery made even easier -
what a time to be alive. Terrible though it may be for our
waist-lines.
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Where can I go for $300?How much are flights to Paris?Good
hotels in Barcelona?
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Start Prepping for the Assistants!
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Tip 1: Know the Power and Limits of Speech
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I need to reset my password. Okay human, take note cos Ill only
say it once. Your new PW is: 1$Gt32*@#XW9^@Goodbye!
Speech forces the bot to keep communication to a minimum
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Q:Could we have ads that are screen-less?
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Yes, but
Not everywhere.
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Under 20s Communicate with images21+ Under 20 year olds:vsTech
Savvy: 2 screens at onceTech Innate: 5 screens at onceCommunicate
with textCommunicate with imagesCurators and sharersCreators and
collaboratorsNow-focusedFuture-focusedOptimistsRealists
Source: KPCB Internet Trends 2016
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Well have Hybrids
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What can be Speech-only?
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What needs to be a hybrid?
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What could this look like?
(Speculation)
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Siri, are there any deals on running shoes?Cortana, send me
links to white couches Ill like.
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Purna, want pics of the new stock Nordstrom is getting on
Saturday?Purna, apples are on sale today at TJs.
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Tip 2: Remove the Pain in the Process
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Audible Conversion ChecklistAnticipate needsHave information
availableMake it seamless
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Lets try it out.
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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?
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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. Ive emailed you the confirmation.No, just book me 3
tix close to the aisle.
AI Think Therefore AI Am
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Get to Know the Power of AI
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Captionbot.ai
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Who wrote it better?A spider sewed at nightWithout a lightUpon
an arc of white.If ruff it was of dameOr shroud of gnome, Himself,
himself inform.Of immortalityHis strategyWas physiognomy.A wounded
deer leaps highest, Ive heard the daffodilIve heard the flag
to-dayIve heard the hunter tell;Tis but the ecstasy of death,And
then the brake is almost done, And sunrise grows so nearSunrise
grows so nearThat we can touch the despair and frenzied hope of all
the ages.AB
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How is AI Helping with Landing Page-Less Conversions?
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Watson Ads + The Weather Channel
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Personal Shopping + Xiaoice
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Image Credit: Geekwire
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Start Your AI
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Tip 1. Plan for Predictive Analytics
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Eliminating the mundane decisions
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Tip 2:Test out AI APIs
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The Democratization of AI
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Start evolving nowConnect and leverage dataPlan your conversion
strategyGet everyone on boardDont worry
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distilled.net/tone-of-voice/dev.botframework.com/qnamaker.ai/microsoft.com/cognitive-services/en-us/
Fab Resources:
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Thank you!
Say hi @PurnaVirji
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