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UI Elements

External Links in a New Tab: On-Site Dwell A/B Test

Opening a resource or partner link in a new tab leaves the original site available.

  • UI elements
  • Active return to the original site

Control vs Variant

What the interface does on its own is the variable.

Changed
Behavior
Page
UI elements
Difference
changed

Hypothesis

An open tab does not prove that the visitor is still engaged, and someone who leaves in the same tab may return too. Clearly disclose new-tab behavior and measure an active return or continued site interaction.

How to run this test

Primary metric

Active return to the original site

Among all eligible assigned visitors, compare those who take a predefined active action on the original site after using a tested external link; do not count passive background time.

Other metrics

  • External-link click-through rateCompare clicks on the tested external links among assigned visitors.
  • Active return to the original siteMeasure a new, predefined action on the original site within the same follow-up window.
  • Active time on the original siteMeasure active interactions and exclude time when the tab is open in the background.
  • Return-path useTrack returns via the Back button or tab switching; neither alone proves confusion.

What to check before and during the test

  • DestinationUse the same predefined external-link set and compare current-tab with clearly announced new-tab behavior.
  • ScopeKeep internal links unchanged.
  • ExpectationClearly indicate that a link opens a new tab without changing its label or destination.
  • DeviceReview return behavior separately on mobile and desktop.
  • AccessibilityMake the new-tab behavior clear to keyboard and screen-reader users.

Setup mistakes to avoid

  1. 1Clearly indicate when a link opens a new tab.
  2. 2Change external links only; do not change internal link behavior in the same test.
  3. 3Do not open critical actions such as payment or form submission in a new tab.
  4. 4Keep new-tab behavior consistent across supported browsers.
  5. 5Do not prevent users from choosing to open a link in a new tab themselves.