I'm working on an eCommerce site and there's a perceived problem with the bounce rates on product pages. The best performing page (in terms of views), tends to have a very high bounce rate, at about 80%. This page is also targeted with Ads, but in both non-paid and paid traffic, the bounce rate stays high.
What's weird about it is that the time on this page is about 2 and a half minutes. The others pages have a slightly lower bounce rate (between 50% and 75%) with visit times between 1 minute and 2 minutes.
I'm not entirely sure about how to analyse this data. I've checked all the possible technical problems (faulty GA code, JS race conditions, breaks in the chain), and whilst there were some things that need improving, no technical fix budged the bounce rate at all.
The other thing we noticed was that the product pages were getting lots of traffic for very generic and brand based search terms. In these cases the pages come up as sitelinks, could this explain a high bounce rate too?
So in short :
If the page view time is so high, should I be worrying about the bounce rate at all? What's the chances of someone visiting the page and then leaving to compare prices? And how do sitelinks affect bounce rate on eCommerce sites?