How small Shopify internal link mistakes can quietly hurt your conversions
On e-commerce websites, the way links behave between key pages can make the difference between a smooth path to checkout and a lost sale.
Many store owners focus on visuals, copy, and calls to action. Fewer pay attention to how links behave once clicked. That small detail can cause subtle but frustrating problems for your visitors - and it often goes unnoticed.
Let’s walk through what’s really happening, why it matters, and how to fix it in a few simple steps.
The two pages that matter most
In most online stores, two pages hold the most weight:
The collection page
The product detail page (PDP)
Both pages include internal links, but the PDP usually has more of them. You might link to:
Related products or accessories
Shipping or refund policies
Size guides or reviews
All of those are useful, but each one risks taking users away from their purchase flow.
What happens when users go back
Here’s where the problem starts. When someone clicks a link from your PDP to, say, your shipping policy, they often hit the browser’s Back button to return.
But depending on how your site is built, the previous page doesn’t always restore perfectly.
For example:
Scroll position might reset, leaving the user back at the top.
Filters or sorting options might be lost.
Selected variants like size or color could disappear.
It might sound minor, but these little inconsistencies break focus.
The user has to reorient themselves, scroll again, or reselect what they already picked. That’s cognitive friction, and it can make them leave.
The simple fix: open new tabs
One of the easiest ways to reduce this friction is to open secondary pages in a new browser tab.
That way, the original page stays exactly as it was - filters intact, selections preserved, scroll position saved.
Users can check your refund policy, close the tab, and pick up right where they left off.
Here’s what to check:
Go through your collection and product pages.
Click every link that takes users to another internal page.
See whether those links open in a new tab or replace the current one.
If they open in the same tab, here’s what to do:
Some website builders (like Shopify, Wix, or Webflow) have a setting to open links in a new tab.
If you’re editing code directly, add this attribute to your link:
<a href="/policies/refunds" target="_blank">Read Policy</a>That single attribute (target="_blank") ensures a new tab opens automatically.
When you should use this approach
Opening links in a new tab isn’t always the right choice for every link. Here’s a quick guide:
Use new tabs for:
Policy pages (shipping, refunds, privacy)
Size guides or charts
External links to partner sites or PDFs
Never use new tabs for:
Internal navigation links (home, categories, checkout)
Buttons directly tied to the user flow (Add to cart, Buy now)
The goal is to reduce friction without confusing users or cluttering their browser with too many open tabs.
FAQ
1. Won’t opening new tabs confuse some users? It can if you overuse it. Reserve it for cases where leaving the page interrupts the main task, like reading a policy mid-checkout.
2. Does this affect SEO?
No. The target="_blank" attribute doesn’t influence search rankings. It only changes browsing behavior.
3. Should I add “opens in new tab” text for accessibility? That’s a good idea. You can add a small visual cue (icon with arrow pointing outside of square) or screen reader text so users know what to expect.
4. Is this really a big deal for conversions? It’s not the biggest factor, but it’s an easy win. Small moments of friction add up, and removing them improves flow and trust.
Bringing it all together
To recap: Internal links are necessary, but their behavior matters more than most realize. When a shopper loses their place or their filters reset, it feels like starting over - and many won’t bother.
Take 15 minutes to check how your site’s links behave. A few quick changes can make your experience smoother and your conversions steadier.
