One of the primary goals of online marketing is to get potential consumers’ eyes on your website and keep them there. After all, if someone spends a long time perusing your website, there’s a higher likelihood that they’ll purchase a product, request a quote, give you a call, or complete whatever sort of conversion you prefer. So, it’s understandable that you might consider designing your website so that all external links open in new windows or tabs, preventing the viewer from leaving your site. But is this a good idea? Should links open in new windows? Let’s explore.
New Tab vs. Same Tab
To answer this question, let’s first review what the World Wide Web Consortium (W3C) has to say on the subject.
The W3C’s Perspective
A collaborative international community composed of member organizations, full-time staff, and the public, W3C “develops open standards to ensure the long-term growth of the Web” and aims to “lead the Web to its full potential.” According to this well-known and respected community, it is generally not a good idea to have links open in new windows or tabs. Why? It can be disorienting. Especially if the viewer has difficulty perceiving visual content, they may be confused if they’re suddenly looking at a new window or tab and can’t click their browser’s “back” button to return to your website.
However, W3C also acknowledges that in certain situations, having a link open in a new window or tab improves accessibility. They provide two specific examples:
First, if a person is opening a link with (1) context-sensitive information or (2) an alternate means of completing a form, and opening it in the original tab will “significantly disrupt a multi-step workflow,” it would be better for it to open in a new window or tab. For example, if someone is completing a form and the link provides helpful instructions, it would be better for that link to open in a new window or tab so that it doesn’t interrupt the process of completing the form.
Second, if a user has logged into a secured area of the website, you don’t want to interfere with their secure connection. If opening a link to a page outside of the secured area would cut their connection short, it would be better if it opened in a new window or tab. That way, they are able to access the information provided by the link while maintaining their active login on your website.
Finally, W3c recommends that you give viewers advance warning any time a link will open in a new window or tab. That way, they won’t be disoriented by the shift.
Pros of Opening Links in the Same Tab
The W3C perspective focuses on accessibility, but there are other reasons why you might wish to have your website’s links open in the same tab. From usability to the mobile viewing experience, there is a lot to consider:
- It improves the mobile experience. Because mobile devices have smaller screens, they make it more difficult for people to navigate between tabs. If a user doesn’t realize a link opened in a new tab, they might be confused.
- It gives the user control. The user can always choose to open the link in a new tab or window. This is accomplished in different ways on different devices/browsers. For example, on many laptops, you can right-click (or two-finger tap) on the touchpad and then click “open link in new tab.” By having links open in the same tab by default, you give the user the ability to choose either option. If you set links to open in a new window, the user won’t have a choice.
- It simplifies the experience. If your website includes a lot of external links that users want to click, their experience will quickly become chaotic if all of those links open in new windows. Their screen may feel cluttered, and they’ll spend a lot of time closing windows to return to your website.
- It lets the user feel free. You don’t want your users to feel as though you’re holding them hostage. Instead of forcing them to stay, you can encourage them to stay by providing excellent content.
Cons of Opening Links in the Same Tab
Of course, the internet is a diverse place, and some people feel that it’s better to have external links open in new tabs or windows. They often cite the fact that this will keep users on your website for a longer period of time, and they may mention “click fatigue” as well. But this perspective sacrifices accessibility and user experience. Although there are some special circumstances in which it’s better to have links open in new windows (described above), web designers generally agree that links should open in the original window.
P.S. Plus, in regard to “click fatigue,” the two options are fairly equal since users will have to close all the new windows that pop up when they click links.
Should Links Open in New Windows or the Same Window?
So, should links open in new windows?
Although we understand the temptation, we recommend that you do not have links open in a new window or tab. And if you do have a specific case in which you feel that it’s necessary, you should create a popup notifier to warn users that this will happen.
If you’re hoping to build a beautiful, effective website that will rank on Google, contact 417 Marketing for help. Our team of knowledgeable, creative, and passionate professionals specializes in SEO, web design and maintenance, and Google Ads, and we have successfully completed over 700 websites since our inception in 2010. Contact us and learn more about what we can do for your company.
