I compare the page link open method of the same type of websites (Taobao and Amazon) to see the impact of user habits and functional scenarios on the choice of link opening methods. First, we identify a consistent functional scenario: the user finds the favorite item from the home page based on various filter criteria. Take a look at how the two sites are handled:

Amazon link open in the same window
Taobao link open in the new window

I think the reasons for this difference because in the early W3C standard did not support the attribute of target=”_blank” (in the HTML language, the link was opened in a new window), and internet popularity of the United States was earlier than China, so the user gradually developed a habit.the current page opens to make Amazon users feel more “polite”. If the user wants to open a new page, he can use the middle mouse button, hold down ctrl to click the link or right click on the new window to open. At this time, the user has more choices, and can decide the open mode by himself; if the new page is opened by default, the user loses the option. 

In the early days, the development of Chinese Internet was relatively impetuous, and the website wanted to open the new tab to improve the PV.
The popularity of Chinese network is late, and some users, especially many elderly people, are not used to or even not knowing. There is a back button on the page, breadcrumbs are available, and the new page is convenient for their operation.

Are all the way to open the  link in Taobao is same? No! Function links such as “My Favorites”, “Buyed Items”, “Shopping Cart” are the open in the some window.i think the reason for this difference in design is:

1.The user’s purpose is clearer, the search object is determined (the object that the user wants to view is certain, such as the product in the shopping cart, the user has a clear target, and the link is found to open the page, unlike searching for the product, it needs to be step by step. The range is even better than the view)

2.The link entry is resident in the information bar of the website, and the user can switch at any time, the operation is convenient, and there is no cost of re-entering.

 link open in the new window(page) :

1.The page content has no relevance and is logically affiliation and relatively independent. ( the outer chain of the product)

2.There are multiple page “comparison” operations that need to be switched frequently. (  product details)

3.Auxiliary operation. For example: use documents (PDF, pictures, etc.) 

 link open in the same window(page):

1.Process function pages, before and after operations have an association and impact. For example: order payment, add new step.

2.Operations between content of the same level. For example: switch of tab bar.

3.The user has a purposeful operation, and the some window(page )is useful for locking the user’s attention .

Personally i prefer ” link open in the same window” than ” link open in the different window”, there are 2 main reasons:

1.Respect the user’s decision. link open in the same window, leaving more choices to the user (mouse middle button, hold down ctrl click on the link or right click on the new window to open), a product with a good user experience, always let the user doing the operation Make decisions according to their own will . The website forcibly opens a new window for each link deprives the user of the choice because different people have different browsing habits and usage needs.

2.The experience is consistent. A design that maintains a consistent experience can give users a sense of trust and security. When the user is operating the interface elements, they can smoothly understand, understand, and anticipate what will happen, will not be distracted, and will not be interrupted. Any design that violates this principle will evolve into a “design-oriented” design more than a “user-centered” design.

source : TXD-UED


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