While recently developing two new websites, I was asked to ensure that links to external websites only open in a new window. Both clients reasoned that to allow visitors to navigate away from their site could allow the potential customer to get away and never return.

Fortunately, I was able to convince them that the majority of web users are savvy enough to use their browser’s back button and that opening links in a new window should be the exception and not the rule.

Unfortunately, opening external, and in some cases internal, links in a new window remains a common – and annoying - occurrence on many websites.

A Bad Idea
Opening links in a new window is a bad idea for a number of reasons all centering around website usability:

• Site visitors expect pages to load in the current window. One key aspect of good website usability is allowing visitors to predict what will happen when they perform an action. They expect pages to load in the current window and may be annoyed when a page does not.
   
• Opening a new window can confuse new Web users. They may not realize a new window has opened and may find it difficult to switch between windows.
   
• New windows make the taskbar difficult to use. Opening new windows clutters the taskbar and forces the visitor to search the taskbar for the window they want.
   
• Opening a new window isn’t what the visitor asked for. If your site visitor wants a link to open in a new window, they'll press their SHIFT key while clicking the link. Don't make that decision for your visitors without at least warning them first.

New Windows Keep Visitors on My Site
Yes, but not necessarily by choice. Visitors stay on your site because it has pertinent, accessible content and NOT because of an open window. Give them what they want and they’ll stick around. Content is king that will keep them coming back too. The majority of web users really do use the back button.

Exceptions to the Rule
I mentioned earlier that opening links in a new window should be the exception and not the rule. There are some instances when opening a link in a new window does make sense. A couple of examples:

• A link to a PDF or Word file. Opening a new window allows the image or document to download in the background. It also prevents users from inadvertently closing the browser window when they only mean to close the document.
   
• A thumbnail link to a larger image such as with a slideshow.
   
• The printable version of an article or page. In this case, the new window allows visitors to keep the current window open while they print.

In each of these cases, visitors should be warned that a new window will open.  Much of making a website user-friendly is about minimizing surprises.

The Bottom Line
The majority of web users understand how to use their browser’s back button.

If your site provides visitors with pertinent, accessible information and is constructed in an easy to use manner, visitors leaving your site will use that back button to return. They’ll be motivated to do so. On the other hand, those same visitors who become annoyed or confused with new windows, regardless of your site’s content, won’t be back. They don't want the headache.

Opening links in new windows should be the exception and not the rule. The idea that opening links in a new window keeps visitors on your site is just a fallacy.

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