Should Links Open in a New Tab?
This question comes up on nearly every project. A client notices a link and wonders why it doesn’t open in a new tab. The logic is usually the same: if the link opens in the same tab, we risk losing the visitor.
But that assumption actually flips the problem on its head.
What the Research Actually Says
The Nielsen Norman Group has tracked this issue since 1999. Their advice hasn’t changed: in most cases, links should open in the same tab. Even their 2020 update backed this up.
The reasons are straightforward. A new tab can throw off users, especially if they don’t realize one even opened. It breaks the Back button, which is how most people actually get around online. It adds clutter to browsers already overflowing with tabs. And for less tech-savvy folks, juggling multiple tabs can be genuinely confusing.
On mobile, it’s even worse. When a link opens a new tab on your phone, the original page just vanishes. There’s no visible overlap, no obvious way back. The Back button stops working because the new tab doesn’t have any history. Now the user has to realize there’s a new tab, hunt it down, and switch to it. Most people won’t bother to do this. They either get stuck or simply leave.
The "Keep Them on the Site" Logic Doesn't Hold
Clients often want links to open in new tabs because they’re worried about people leaving the site. It feels like a safety net. In reality, it’s not.
NN/g tackles this head-on. Users notice when a site forces extra windows on them. It feels manipulative and erodes trust. If someone wants to leave, an extra tab won’t change their mind. What it does do is annoy the people who were happy to stick around.
When a New Tab Is the Right Call
There are legitimate exceptions, and NN/g points them out. They all share a theme: the user truly needs both things open at once.
Think of a content manager previewing a CMS change while editing in another tab, or a user referencing a policy doc while filling out a form. Maybe someone shopping who wants to compare products. In situations like these, a new tab makes sense. The user likely would’ve opened one themselves anyway.
It’s not about whether the link is internal or external. It’s about context and what the user needs to do. Opening every external link in a new tab? That doesn’t hold up. Opening a PDF in a new tab on desktop often makes sense. On mobile, not so much, since it’s hard to get back.
The Default Should Be Same Tab
So, the practical rule: open links in the same tab unless you have a clear reason not to. “We don’t want them to leave” doesn’t count. “They need this reference while doing something else” does.
If you really do need to open a new tab, let people know. A small icon and a quick label set the expectation before they click. That’s the difference between helping the user and catching them off guard.
If you're making link decisions on a Webflow build and want a second opinion, get in touch.
