Opening a link in a new browser window or tab might seem helpful. But most of the time, it disrupts the user experience, causes confusion, and can even harm accessibility. Here’s why it’s usually better to let links open in the same window, and when it makes sense to make an exception.
1. User Flow and Expectations
Users expect links to behave consistently. If clicking a link suddenly opens a new window or tab, they may lose track of where they started. The back button may stop working, and they feel disoriented.
The Nielsen Norman Group, a leading UX research firm, found that unexpected behavior like this breaks the user’s mental model and causes friction. People like to stay in control, especially when browsing.
On mobile, it’s worse. Managing multiple browser windows or tabs requires more effort, tapping tabs, switching views, or closing out distractions. When users are multitasking or in motion, this added layer creates cognitive overload and increases the chance they’ll abandon the session entirely.
2. Distractions and Lost Engagement
Opening a link in a new window splits a user’s attention. They’re now juggling more apps and tasks, which makes it easier to get distracted, especially on mobile.
Distractions hurt engagement. If visitors bounce quickly or don’t keep exploring your site, it sends negative signals to search engines. Shorter sessions, fewer pages viewed, and increased bounce rates all suggest your site isn’t offering what users want, whether that’s true or not.
3. Accessibility Challenges
For people using screen readers or assistive devices, opening a new window without warning can be disorienting. Suddenly they’re on a new page, and there’s no clear way back.
Equalize Digital, a trusted accessibility leader, warns that this breaks important accessibility standards. Assistive technologies rely on consistent, predictable behavior to support users with disabilities.
If you’re committed to making your site inclusive and legally compliant, this matters.
When a New Window Can Be Helpful
There are a few cases where opening a link in a new window improves the experience:
- When users need to refer to a help doc or instructions while completing a form
- When comparing content side by side, like product specs or reference materials
In these cases, users should always be informed of what to expect. Add text like “(opens in new window)” so people aren’t surprised or confused.
Best Practices for Links
- Stick with same-window links by default
- Use new windows only when they add value to the task
- Label external windows clearly
- Write clear, descriptive link text
- Be consistent across your site
Let users choose how they navigate. If they want to open something in a new window or tab, they know how.
Why We Recommend Same-Window Links
When we create or review websites at Garrett Digital, we focus on clarity, consistency, and control. Opening links in the same window supports all three.
It creates a smoother experience. It leads to longer sessions. It helps users stay focused and engaged.
We only suggest opening in a new window when testing or client goals clearly show it improves the user journey. Otherwise, we keep it simple and let users stay in charge.
Sources
- Nielsen Norman Group: Opening Links in New Browser Windows and Tabs
- Equalize Digital: Link Opens in New Window or Tab
