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Where is your traffic coming from? Unless you have super specific keyword driven adwords / organic results this looks like a very specific niche and I would expect quite high bounce rates.

Exactly what I was going to ask.

Consider reaching out to some cooking / DIY bloggers that fit your target and sending them a bottle to try.

Is this your company or are you just doing this on behalf of a client? If you're attempting to bootstrap and do everything yourself, this might be somewhat helpful for increasing conversions: http://goodui.org/ , although it's targeted at primarily software-based products/services.

I am attempting to bootstrap and do it all myself.

Bounce rates are probably rising because you've just posted it on HN.

I've made sure to omit the HN hits from GA.