We didn't stage that stuff for the site. My wife actually took the pictures before I even came down to the party and saw it. I could do studio-style shots of it, but then we'd look like a major player trying to go down-market. This way it's clear we're just a couple of guys doing this on the side.

But ... as soon as I have time to set up some split testing I'll try it with and without some more backstory around the can. For now I'm still working on capturing statistics for view the cart etc.