Google PRINCIPLES OF MOBILE SITE DESIGN: DELIGHT USERS AND DRIVE CONVERSIONS - Manual (Page 37)

23. KEEP YOUR
USER IN A SINGLE
BROWSER WINDOW
Switching between windows on a smartphone can
be troublesome, and raises the risk that visitors
might not find their way back to your site. Try to keep
users in one place by avoiding calls-to-action that
launch new windows. Participants also sometimes
opened new windows to search for coupons -
consider offering these on your site to avoid
users looking elsewhere.
Example from Macy’s Mobile Site.
Key Takeaway
Ensure your calls-to-action stay in the same
browser window, and add functionality to
your site that addresses why consumers
might switch windows.
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