As you’ve seen, a bounce isn’t necessarily a bad thing. But a high bounce rate could be an indicator of a more serious issue.
Your page might not be relevant enough
Understand what people are coming to find/do and align your content with that goal.
Your traffic might not be relevant
You could be attracting the wrong crowd for what you offer. A misplaced link on a forum perhaps.
Your offer might not be as compelling
A competitor may have lower prices, be advertising a sale, or offer free delivery.
The page might not look credible enough
Our brains are wired to make character judgements in nano seconds. Same goes for the trustworthiness of your website.
The page isn’t engaging enough
The key to improving bounce rates is to encourage users to click onto other pages. So perhaps the landing page isn’t tempting the user to do anything else.
There are actually too many options
The paradox of choice. Conversely, too many options can be stressful. A busy page with too many choices can result in the visitor making no choice at all.