Landing page and conversions go hand in hand or we can say they do if the landing page has been completely optimized and refined to improve every element. So irrespective of your business or goals, the main purpose of a landing page remains unchanged i.e. to convert. Ideally, you would want every page of your site to convert but landing pages require those extra efforts for improving its conversion rate.
Because you put in so much time and efforts creating a landing page, it should convert. Because you have carefully selected every headline, call to action and more, your landing page must convert. You have done your best to maximize the conversion rate and if you feel that your best efforts are still not enough, what is it that will help you to improve your conversion rate? You need to dig deep into it and know the ways through which you can increase landing page conversion.