Has anyone measured the effectiveness of static screen captures with text versus a screen cast with voice in converting customers (for a software application)? Do you find that it is a natural progression for them to view pictures, watch video then request a demo? Or do the majority don't bother sitting through a video?
I have had a project which implemented videos on the landing pages. The video resulted in better conversion.
Video with audio triggers attention - many people browse multiple sites in multiple tabs - many loaded pages are actually not read thoroughly - we suspected that one of the reasons the video page resulted in better conversion was because of this.
Some other thoughts around this issue -
In summary - my experience of effective tools at conversion -
If you have some traffic already - you can always benchmark the options by splitting out the traffic to go to either formats and see which one works better.
Copy writing is very key.
For further research - study 37Signals' Basecamp historical changes here.
Key things to always emphasize in the copy are -
All the best!
Only thing that I would add to Alex's excellent answer is that I believe there's a place for both video and screenshots, and that providing both probably provides the best coverage of what your audience is looking for.
I spent the last four years at an online video company that caters to both marketers and media companies. Video is an incredibly rich storytelling medium that allows you to communicate directly to people. It makes it simple to explain complex products and services, and people probably relate better to video.
That said, some of your audience simply won't want to watch a product video, or will find a screencast too slow. I personally love to see screenshots of a service I'm evaluating, and don't want to spend 2-3 minutes on a video if I can spend 10 seconds flipping through a screenshot gallery.
Probably best to offer both if you have the time / budget.