[retro212]

I'm not expert on landing page optimization, but there are few things that will surely help.

1. Remove animation on frontpage. As you said, your customer want to know how it works and how much does it cost. Leave only how it works slide.

2. Add call to action

3. Create FAQ page where people can read about your service and put very visible link on frontpage.

I created a mockup of this solution and you can find it at http://212labs.com/retro/longlongago.png . I think this should already help with bigger conversion, but you should probably do some A/B testing to find right formula for your customers.