About Jackie Rabedeau

Jackie Rabedeau is a Sr. Prospect Experience & CRO Consultant at WebFX, and her work centers on one question: does the story a prospect reads, experiences, and hears about WebFX stay consistent from first touch to sales call?

Jackie owns conversion strategy and user experience for WebFX and SEO.com, including messaging and on-site experience. Unlike most CRO managers, she also works directly with the sales team to keep the story prospects read on the site consistent with the story they hear on a call.

Some of her directly responsible priorities include: aligning brand voice across WebFX properties and profiles, evaluating where and how people discover WebFX, and consulting on page experience, including messaging, UX design, and CTAs. On the sales side, she consults on story arcs and slides so the pitch a prospect sees in a meeting matches the narrative on the website, and she supports marketing and sales teams on go-to-market efforts for new service lines.

Jackie joined WebFX around 10 years ago as an internet marketing specialist, serving as the direct point of contact for a portfolio of clients. She has always had a knack for user experience, an eye for detail, and high standards for quality. She was consistently recommending bold UX projects to improve her clients’ websites when leadership took notice — and in May 2021, they approached her about helping build up WebFX’s CRO team and service offering. She helped found the dedicated CRO specialist team, built out its processes, and connected new and existing clients with the service. By 2022, she was focused almost entirely on delivering CRO strategies for clients.

In February 2023, Jackie moved to the internal marketing team, where she developed the CRO strategy for webfx.com and partner sites including Nutshell. She started by researching the market, running user tests, and generating new A/B testing ideas. Over time, she became more involved in improving WebFX’s broader messaging language, which brought her to her current role, which leans further into voice-of-the-prospect consulting.

Working in-house gave her room to test freely. Over the past two years, she has implemented more than 100 personalization experiences and run more than 65 A/B tests on webfx.com and SEO.com, along with numerous user tests. She has also been the primary stakeholder on more than 50 interactive initiatives — setting the vision, guiding the build, and approving the final product. One of her largest projects reworked WebFX’s industry page template, which was rolled out across 520+ pages across the website to deliver a better user experience for industry-specific marketing managers.

Jackie has earned CXL certificates in Strategic Research for Experimentation, Landing Page Optimization, Copywriting and Product Messaging, and the CRO Agency Masterclass, and she has led a number of internal CRO trainings at WebFX. Each year, she provides the CRO trends that WebFX publishes on webfx.com, and her expert commentary appears in articles on both WebFX and SEO.com, including a 2025 piece on balancing CRO with customer experience.

Her perspective on CRO, messaging, and positioning carries weight. She has worked with clients from the service side and with prospects from the marketing side, her recommendations come out of testing live pages at volume, and her certifications cover disciplines she applies to WebFX and SEO.com every day: experimentation research, landing pages, and product messaging. Because she sits between the website, the brand voice, and the sales conversation, she can see where a message holds up across the whole journey.

Her strongest opinions concern AI in the CRO process. Jackie sees more teams using AI to write content or build landing pages, and she points out that the output carries recognizable fingerprints in its sentence structures and design styles. While the average visitor may not notice these tells right away, the tradeoff is messaging that doesn’t resonate and design that looks like every other AI-using brand on the web. AI also pulls copy toward vagueness, which can damage a brand’s reputation and, in turn, its conversion rate. While content may sound smarter, brands lose the clarity and authenticity that help a message resonate with a specific audience.

Her advice for people starting out in CRO follows from that. Use AI to shed light on blind spots, such as getting an objective read on survey feedback, then read that feedback yourself — because you have the priorities, historical context, and visual design knowledge the tool lacks. She recommends using AI for strategic grounding, while maintaining human-led creative exploration, and pressure-testing AI’s output with your target audience before shipping anything.

Looking ahead, Jackie expects user experience to become harder to analyze, test, and measure. She recognizes that AI search has made journeys complex enough that a visitor’s source and landing page no longer reveal where they are in their decision journey. She believes UX teams need to work closely with messaging, positioning, and sales so the brand tells one seamless story from first touch to closed customer.

Outside of work, Jackie can usually be found hiking with her dog Pepper, working on her golf swing, or reading with a London Fog. Connect with her on LinkedIn.