I looked at your site from the other post, then found this topic. The
site is really nice looking, with excellent pictures! That`s the plus
side. The down side is that the site really tells me just about
nothing, and doesn`t inspire me to "do" anything.
The big problem, in my opinion, with food sites---particularly fresh
food---is that everyone wants to know how it`ll be shipped. I believe
that question trumps even whether or not the product tastes great. I
don`t see "
Shipping Information" anywhere on the site.
Not only that, but it would be very easy to embed the basic shipping
info into the main content on the home page. Unfortunately, there`s no
content at all on the front page. "All Natural" really should be an
added value statement, not the main selling point or USP (unique
selling point/position).
I`m not a huge fan of cheesecake, never have been, but recently I`ve
been wanting some every now and then. I believe that, like most people,
I have enough experience in cheesecake that I`m not all THAT interested
in exploring the world for new types of cheesecake. I`m not all THAT
tired of it that this is a major issue in my life. So there`d have to
be a compelling reason for me to get excited about "new."
Yes, if I happen to click the site it may suddenly get me thinking,
"Gee! I should have some cheesecake for dessert....TONIGHT!" So I`ll go
out to the various local supermarkets or bakeries and buy one. If I
want it TONIGHT, I don`t want to wait until later in the week to get
one.
It`s also my experience that most people want instant gratification
when it comes to food and cooking. They either go out to eat regularly
and don`t cook, or they go to the store each evening to buy the
ingredients for whatever they have a "taste for." Not many people
actually buy a week`s worth of ingredients ahead of time---when
speaking in terms of the overall and whole population.
To buy a cheesecake online means a) knowing that you like it, b)
wanting to try new types and flavors, and c) you`re willing to postpone
gratification and pay extra for quick shipping.
The current site doesn`t address any of these issues.
The first recommendation would be to change the "About Us" tab`s name
to "Our Cheesecake," and use the page to sell the product. Later, you
can have an "about us" page that talks about the history of the company.
Secondly, have a clearly visible "Shipping Information" tab for your particular company.
Third: On your "Products" page, I`m not all that interested in being
hooked from the very first bite. I expect that. I`d rather see a
catalog of your various cakes, what makes them different, pictures of
each one, and an "order" quantity and price.
Fourth: Unless you have a history of regular sales, I don`t see why
"What`s New" would be particularly compelling. I already know whatever
I order from you is going to be new---to me!---since I can get
"regular" or "old" cheesecake from the local stores.
Finally, I believe (personally) that having an "Investors" topic comes
across as money-grubbing, and implies that the company really isn`t all
that interested in selling cheesecake. Rather, you`re more interested
in getting rid of the company as soon as possible by selling it to
someone else.
Instead, if you really and absolutely must have something like that,
I`d make it very discreet! It might be down at the bottom of the
"Contact" page, titles in small type, something like "Career and
Investment Opportunities."
I`d much rather see a "View Cart" tab than "Contact Us" tab. You open
up that page with "If you`re not happey, we`re not happy...period."
That`s a very negative message, even though I do understand what you`re
trying to say. I think it`d be far more elegant to simply list your
contact information, and not try to convince the customer that you`re
there for them.
Customer service is NOT a feature and benefit! It`s supposed to be
built right into any company`s operations. You certainly can have a
"Feedback" form, but that`s for capturing testimonials not complaints.
For problems, just list your address, phone, and email.
All in all, I`m not seeing a quick and easy way to buy your product,
understanding why it`s a better idea than shopping the store downtown.
I believe that`s why you`re not getting a flood of sales.
Have you considered, instead of Investors, trying to sell wholesale to
local restaurants? That would likely be a better idea than getting
investors. It also would require a page that explains how a small
restaurant could purchase volume desserts.
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