The Invitel Ltd. is one of the biggest telecommunication companies of Hungary. During the continuous development of the site, our main goal was to increase the amount of online purchase and support other sales funnels. The biggest challenge was to change the mistrustful behavior of the users about the online shopping and other digital activities due to useful, educative contents and user friendly surface. In two years thanks to A/B tests, eye tracking researches and UX optimization we almost tripled the online sales share and increased the effectiveness of the checkout process by 45% percent. Due to the excellent results of the webpage the Hungarian Marketing Association has awarded the Invitel B2C webpage with quality prize.