Links should open in the same window whenever possible.
According to w3's Web Content Accessibility Guidelines (WCAG), opening links in a separate window is a barrier to accessibility because it can be disorienting for users - especially those who depend on back buttons and other shortcuts for browsing the internet. In fact, the back button, or even just backspace, are extremely ingrained in most peoples' web browsing experience. Breaking the back button forces a workflow on users, who maybe already have a process for tabs and windows (i.e., many people use command+click to open in new tabs.)
One thing clients say to me a lot when the request that things open in new windows or tabs is that they "want to keep the user on their site." That can really only be done with compelling and good content - most users are likely to only spend 15 seconds on your site anyway.
In instances where forcing links to open in new tabs or windows can't be avoided, I like to warn users with an external link icon. (You can add this after specific links using either pseudo-classes or assigning a class inline to the link.) Aria labels could also be used to describe links that are opening in a separate window.
Do not use "learn more" and "read more" links.
- I don't think these links are compelling, the call to action is passive
- For people using screen readers and tabbed browsing, these links do not accurately describe where they're taking you.
- Solutions: context helps, but it's better to link the exact text that's
- When learn more and read more links can't be avoided, aria-labels can provide more context to users using tabbed browsing or assistive technologies.
Avoid slideshows and carousels. 90% of users won't see the second slide.
That only 10% of your visitors will ever see the second slide of your carousel is staggeringly bad engagement - and those metrics only get worse with the third, fourth, and later slides.
When is it ok to use slideshows? For narratives or user journeys where the user is compelled to click further.