Here are some steps to test and optimize your landing page to increase conversion rate: 1. Define the testing goal clearly. 2. Use the A/B testing tool provided by the landing page builder or any third-party tool. 3. Change one element at a time (like image, call-to-action, headline, button color, etc.), so that you know which element is causing performance change. 4. View analytic reports to see which landing page is doing better.