Our website is http://www.longlongago.in an online library for children's books. Two of our common questions are (esp. new users to computers) is how it works, what plans you have. Of course both the information are available in home page! So our design is not reaching out to all users. Would be happy to see a redesign. Thanks.
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.