| I think your website isn't converting because you sell a product that requires a buyer who is going out of their way to find balsamic --- something US customers buy in aisle 3 of Whole Foods --- and your packaging has none of the signals that people who go out of their way for that use to gauge quality. * Stop calling it "sauce". Cheese can be a high-quality premium product. "Cheese sauce" not so much. * Stop calling it a "glaze" if it is in fact something you could call "vinegar". Nobody is shopping for "balsamic glaze". I'm left wondering if I know what the product actually is, which is death to an attempt to get me to buy it off a website. * The plastic bottle is killing me. Safeway Supermarket balsamic looks like this: http://tinyurl.com/kxyfumo --- the "real" thing looks like this: http://tinyurl.com/layjtkc If you want to see the acknowledged uncontested masters of premium food product copywriting at work, you're in luck, because they too sell balsamic vinegar over the Internet. Ladies & Gentlemen I give you the Versace of $40 bottles of black peppercorns, the Zegna of $30 jars of mustard: Zingerman's Delicatessen in Ann Arbor: http://www.zingermans.com/Product.aspx?ProductID=V-MOD-1 Their balsamic comes with a book. (Juniper, "the most expensive wood". Sheesh. Juniper is a weed.) I'm guessing from the typos and grammar errors on your site that you're in Italy. Good. Play that card for all its worth; use italian words to describe your product. What's Italian for "glaze", "blend", "aged", "condiment", "sweet", "syrup", and "grape"? Start branding. |
Personally, I looked at the website, saw "glaze", and immediately thought "OK, I'm not buying that. I buy really good balsamic vinegar, but there's no goddamn way I'm buying something calling itself a pre-made glaze."