Ali Demirbaş - Lab
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UI Elements

Opening Links in a New Tab During a Flow: A/B Test

Opening an external link in a new tab can leave the original form or checkout available while visitors read another page.

  • UI elements
  • Completion of the original flow

Control vs Variant

What the interface does on its own is the variable.

Changed
Behavior
Page
UI elements
Difference
changed

Hypothesis

It also changes how they return and may be confusing, especially on mobile. Preserve entered data and clearly indicate the new-tab behavior for the defined external links.

How to run this test

Primary metric

Completion of the original flow

Compare completed form or checkout actions among all eligible assigned visitors after they use one of the predefined external links.

Other metrics

  • External-link click-through rateMeasure clicks on the tested external links among all eligible assigned visitors.
  • Return to original flowCompare assigned visitors who return to the original form or checkout and continue within the same window.
  • Flow data-loss rateTrack cases where entered form data or checkout state is lost in either arm.

What to check before and during the test

  • TargetOpen the same predefined links in the current tab or a new tab.
  • ScopeFix the eligible help, policy or external-resource links before launch.
  • ExpectationKeep the link label; notify visitors that the new-tab version opens a new tab.
  • ReturnTrack resumed activity and completed actions.
  • DeviceReview actual tab switching and return behavior on mobile.

Setup mistakes to avoid

  1. 1Do not open every link on the site in a new tab indiscriminately.
  2. 2Tell visitors when a link opens a new tab.
  3. 3Keep link copy and destination unchanged except for a necessary notice.
  4. 4Do not use a new tab to prevent visitors from leaving.
  5. 5Do not use new tabs as a substitute for preserving form data.