The document outlines a 7-step process for testing landing pages to optimize conversion rates. The steps include: 1) analyzing the original page using a LIFT framework to identify problems, 2) creating hypotheses to solve the problems, 3) mapping the experiment, 4) designing graphic and copy variations, 5) installing technical components, 6) launching the experiment, and 7) analyzing results and planning next steps. It provides an example case study where a PPC landing page was optimized, resulting in a 15% lift in lead generation. Testing tips recommend using a controlled testing tool with statistical significance.