Aurora Zotto at WMF 2025: the impact of texts and how to optimise them

On Friday, 6 June, Aurora Zotto, Senior SEO & Digital Analytics Specialist at SAY, will be among the speakers at WMF – We Make Future – the largest digital innovation festival in Italy.

Once again, a SAY experience has been selected for the festival stage, which every year brings together tens of thousands of participants, speakers and panellists from all over the world at Bologna Fiere, with thematic stages dedicated to AI, marketing, sustainability, entrepreneurship and technology. A festival that has repeatedly hosted Site by Site and YAK Agency, the agencies whose merger gave rise to SAY S.p.A., certifying the relevance of case studies and proposed strategies by sharing them with a qualified audience.

A professional with over ten years of experience in digital marketing and in-depth expertise in SEO, CRO and data analysis, Aurora Zotto will take to the stage with a speech dedicated to one of the most important topics today for those working in digital communication: the optimisation and improvement of texts in key website messages.

She will talk about words, tests and data: through a data-driven approach, supported by frameworks such as message mining, JTBD, ICE and LIFT. Thanks to the support of AI, Aurora will offer concrete ideas on how to optimise content to reduce friction and maximise engagement, with the ultimate goal of increasing conversion rates and improving the user experience.

This presentation is designed for those who want to make their messages more effective, measurable and replicable, and learn how to improve copy not only with intuition, but with evidence, in the spirit of SAY, which offers targeted solutions with measurable results, thanks to its three divisions, Creative, Performance and Relations, and over 70 people working between its Padua and Milan offices.

To view the full programme and reserve a place at the event, visit the official WMF website: www.wemakefuture.it