“If bounce rates are high, it could mean that our content isn’t doing its job properly, though there are plenty of other possible explanations. As a rule, I’d generally look at trends over time, and use bounce rates as one of several metrics for measuring the success of a particular page.”
A bounce rate is the percentage of people that left a given page on your site without taking any other action—they bounced. Therefore, this metric is very useful in determining if your content provoked the kind of action you wanted your readers to take. Make adjustments until you see improvement.