. (2013) 'Robust and scale-free eect sizes for non-normal two-sample comparisons, with applications in e-commerce.', Journal of applied statistics., 40 (11). pp. 2495-2515. Further information on publisher's website: Use policyThe full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. AbstractThe effect size (ES) has been mainly introduced and investigated for changes in location under an assumption of Normality for the underlying population. However, there are many circumstances where populations are non-Normal, or depend on scale and shape and not just a location parameter. Our motivating application from e-commerce requires an ES which is appropriate for long-tailed distributions. We review some common ES measures. We then introduce two novel alternative ES for two-sample comparisons, one scale-free and one on the original scale of measurement, and analyse some theoretical properties. We examine these ES for two-sample comparison studies under an assumption of Normality and investigate what happens when both location and scale parameters differ. We explore ES for phenomena for non-Normal situations, using the Weibull family for illustration. Finally, for an application, we assess differences in customer behaviour when browsing E-commerce websites.

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