Pattern #34: Open In A New Tab

Pattern #34  Tested 8 timesFirst tested by Grzegorz Jancewicz Recently tested by Andrey Andreev on Aug 14, 2026

Based on 8 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Open In A New Tab (Variant A) Open In A New Tab (Variant B)

Expected Median Effects Of B

X.X%

Progression

(8 tests)

X.X%

Leads

(5 tests)

-

Signups

-

Engagement

X.X%

Sales

(1 tests)

-

Revenue

-

Retention

-

Referrals

X.X%

ANY PRIMARY

(8 tests)

All 8 tests meta-analyzed: +X.X% combined effect (p-val X.XXXX)

71.4% of 90% cumulative power target at 1% MDE from 8 tests Help replicate this with an A/B test

90%
↓
3% 35.8% 25.4% 3.3% 3.6% 13.6% 6.7% 18.1%
Product 1 test: X%
Listing 7 tests: X%

Tested on

Tests

Pattern #34: Open In A New Tab
Was Tested On Vivareal.com.br by Vinicius Barros Peixoto

Replaced

Isolated

Test # 209 on Vivareal.com.br by Vinicius Barros PeixotoV. Barros Peixoto Nov 12, 2018 Test link

Find Out How It Did With 778,955 Visitors

  • Measured by lead form submissions

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Open In A New Tab - Variant A A
Open In A New Tab - Variant B B
Listing
Statistical Power by Minimum Detectable Effect
12%0.5%
35.8%1%
80%1.8%
89%2%
99.9%5%
99.9%10%
99.9%15%
99.9%20%

The idea of this experiment was taking advantage of mobile browser behavior. When a link is open in a new tab on mobile browsers, and users hit the back button, the tab closes and users get back exactly where they were before without any new result page load.

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The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 666 on Online.metro-cc.... by Andrey AndreevAndrey Andreev Aug 14, 2026 Test link

Find Out How It Did With 655,042 Visitors

  • Measured by adds to cart

  • Measured by completed orders

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Open In A New Tab - Variant A A
Open In A New Tab - Variant B B
Listing
Statistical Power by Minimum Detectable Effect
8%0.5%
18.1%1%
55.3%2%
80%2.7%
99.9%5%
99.9%10%
99.9%15%
99.9%20%

This experiment ran on search results page of an ecommerce grocery store.

50% of users saw product cards that upon clicking would open in the same window (Control).

The other 50% saw product cards that upon clicking would open in a new tab/window (Treatment).

Impact on adds to cart and orders was measured.

We should also add that this experiment was run as part of the Trustworthy Replication Project and only "adds-to-cart" were pre-registered as the primary metric - https://osf.io/yu4gm/overview

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Replaced

Isolated

Test # 644 on Obsbygg.no by Joachim FurusethJoachim Furuseth Apr 16, 2026 Test link

Find Out How It Did With 282,651 Visitors

  • Measured by product viewed (unique)

  • Measured by adds to cart

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Open In A New Tab - Variant A A
Open In A New Tab - Variant B B
Listing
Statistical Power by Minimum Detectable Effect
6%0.5%
13.6%1%
40.5%2%
80%3.3%
99%5%
99.9%10%
99.9%15%
99.9%20%

This experiment ran on desktop only, on all our regular product listing and search result page. In the control, clicking on products would open them up in the same page, whereas in the variation, the links opened in a new tab. Impact on adds-to-cart were measured.

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Replaced

Isolated

Test # 645 on Obs.no by Joachim FurusethJoachim Furuseth Apr 16, 2026 Test link

Find Out How It Did With 105,004 Visitors

  • Measured by product viewed (unique)

  • Measured by adds-to-cart

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Open In A New Tab - Variant A A
Open In A New Tab - Variant B B
Listing
Statistical Power by Minimum Detectable Effect
4%0.5%
6.7%1%
14.9%2%
62.6%5%
80%6.2%
99.5%10%
99.9%15%
99.9%20%

This experiment ran on desktop only, on all our regular product listing and search result page. In the control, clicking on products would open them up in the same page, whereas in the variation, the links opened in a new tab. Impact on adds-to-cart were measured.

Get Access To See The Test Results

Replaced

Isolated

Test # 575 on Finn.com by Tim KarcherTim Karcher Feb 12, 2025 Test link

Find Out How It Did With 37,497 Visitors

  • Measured by Added to cart (from PDP)

  • Measured by lead funnel completed

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Open In A New Tab - Variant A A
Open In A New Tab - Variant B B
Listing
Statistical Power by Minimum Detectable Effect
3%0.5%
3.3%1%
4.4%2%
9.1%5%
23.3%10%
44.7%15%
67.3%20%
80%23.5%

In this experiment, product listing were either opened in the same window (control) or opened in a new tab and focused on (variation). Impact on signups and sales was measured.

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Replaced

Isolated

Test # 576 on Finn.com by Tim KarcherTim Karcher Feb 12, 2025 Test link

Find Out How It Did With 66,947 Visitors

  • Measured by Added to cart (from PDP)

  • Measured by lead funnel completed

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Open In A New Tab - Variant A A
Open In A New Tab - Variant B B
Listing
Statistical Power by Minimum Detectable Effect
3%0.5%
3.6%1%
5.1%2%
12.5%5%
35.9%10%
65.9%15%
80%17.8%
87.8%20%

Get Access To See The Test Results

Replaced

Isolated

Test # 220 by Alex JamesAlex James Jan 18, 2019 Test link

Find Out How It Did With 55,703 Visitors

  • Measured by successful applications

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Open In A New Tab - Variant A A
Open In A New Tab - Variant B B
Listing
Statistical Power by Minimum Detectable Effect
9%0.5%
25.4%1%
73.8%2%
80%2.2%
99.9%5%
99.9%10%
99.9%15%
99.9%20%

This experiment measured the effect of opening new listing (job applications) in a new tab, against opening them in the same window. The experiment A-B was inversed to match the pattern (in reality, the original already opened the tabs in a new window).

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Replaced

Isolated

Test # 118 on Akademiafotograf... by Grzegorz JancewiczGrzegorz Jancewicz Oct 01, 2017 Test link

Find Out How It Did With 3,923 Visitors

  • Measured by any course page visits

  • Measured by successful form submissions

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Open In A New Tab - Variant A A
Open In A New Tab - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
3%1%
3.6%2%
5.8%5%
11.5%10%
20.3%15%
31.8%20%
80%39.2%

The only change in this test was the way links were opened on this course listings page. Variation A opened links in the same window, and variation B opened them in a new tab (and focusing on the newly opened screen).

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For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.