Case file: raw screen recording, $4 cost per lead

Case file: raw screen recording, $4 cost per lead

A software advertiser ditched the animated product tour for an unscripted screen capture — cursor wandering, one typo corrected live.

— Animated demo: $11 cost per lead.
— Raw screen recording with a casual voiceover: $4.20 cost per lead.
— Same features shown, same length.

Why it works: a polished motion-graphics tour says "marketing department." A real cursor exploring a real interface says "a user is showing you around." The typo and the pause are the trust. For software especially, watching someone actually use the thing beats any rendered animation of it. File under: show the product working, not a cartoon of it working.