Bounce Rate is the percentage of visitors who visit your website after an organic search, or clicking a link, and leave your site after viewing the one page they first landed on.
Having a high Bounce Rate could indicate that your page doesn’t contain valuable or appealing content that would entice users to take further action, such as visiting more pages or clicking on your links.
Another possibility is that your leads and the links you have directing users to your website do not accurately represent what it is you are offering. Therefore, users are disappointed or come across something they were not expecting and, consequently, opt out of any further engagement.
For example, you may have an ad campaign running where users can click a link to see discounted holidays and then upon coming to your website you are selling jewellery. In that situation, the user’s intent when visiting your page does not correlate with what you are looking for in a customer or what you are offering to them.