Updated on August 27, 2025
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 harm accessibility. Here’s why it’s better to let links open in the same window, and when it’s sensible to make an exception.
The Impact on Your Site
When links unexpectedly open in new tabs, users lose their place. They can’t use the back button and suddenly have to juggle multiple browser tabs on mobile, which is even more frustrating.
This leads to:
- Shorter time on site
- Fewer pages viewed
- Higher abandonment rates
- Confused visitors who may not return
Search engines notice these signals. Poor user experience metrics can affect your rankings over time.
User Flow
People expect links to work consistently. A link suddenly opens in a new window or tab, breaking their mental model of how websites work. According to the Nielsen Norman Group, a leading UX research firm, this unexpected behavior creates friction and reduces trust.
Users want control. They know how to right-click or Cmd+click when they want a new tab. When you force it, you decide for them.
The problem is worse on mobile. Managing multiple browser windows requires switching between apps or views. When users are on the go or multitasking, this added complexity often leads them to abandon the task entirely.
Accessibility Concerns
Opening a new window without warning can confuse screen readers and assistive device users. They suddenly find themselves on a new page with no simple way to return.
Equalize Digital, a trusted leader in accessibility, points out that this practice violates accessibility standards (WCAG 2.1). Assistive technologies need consistent and predictable behavior to help users with disabilities.
This matters for inclusivity and legal compliance. If someone can’t navigate your site effectively, you exclude potential customers.
When a New Tab/Window Makes Sense
There are limited cases where opening a link in a new window helps:
- Help documentation that users need while completing a form
- Reference materials they need to view alongside your content
- Video tutorials they’re following step-by-step
Even in these cases, always warn users. Add text like “(opens in new tab)” so they know what to expect.
Simple Decision Framework
Ask yourself: Will users lose important work or context if they click this link?
- No: Use same-window navigation (default)
- Yes: Consider a new tab with a clear warning
- Unsure: Same window—let them choose
Common Problem Areas
E-commerce Sites
Product links, size guides, and shipping information often create unnecessary new tabs. Consider modal overlays for quick-reference content like size charts to keep the shopping flow uninterrupted.
Healthcare & Service Sites
Privacy policies and terms of service linked from forms shouldn’t open new tabs. Doing so disrupts the very action you want users to complete. If forms reset when users navigate back, that’s a separate problem to fix.
Blog Content
External references and source links don’t need new tabs. Readers who want to explore multiple sources know how to manage their tabs.
Best Practices
- Make same-window the default for all links
- Use new tabs sparingly and only when they genuinely help
- Always warn users with “(opens in new tab)” text
- Write clear link text so users know where they’re going
- Be consistent across your entire site
- Test on mobile where tab management is most difficult
Why We Recommend Same-Window Links
At Garrett Digital, we focus on clarity, consistency, and user control. Opening links in the same window supports all three principles.
It creates a smoother experience, respects user preferences, reduces confusion, and keeps visitors engaged with your content.
We only suggest new-window links when there’s clear evidence that they improve the user journey—which is rare. Otherwise, we keep it simple and let users stay in charge.
The fix is straightforward: remove target=”_blank” from your links unless necessary. Your web developer can quickly audit and update your site’s link behavior, improving user experience immediately.
The Bottom Line
Forcing links to open in new tabs solves a problem your users don’t have. They know how to open new tabs when they want them.
Focus on creating clear navigation, well-organized content, and smooth user flows. Let your visitors control their browser. They’ll stay longer, engage more, and be more likely to convert.
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