The new homepage of mobile network operator E-Plus, www.eplus.de, focuses on emotional communication and simplifies its online-shopping experience. To meet the users’ and customers’ needs, quantitative and qualitative analyses of website visitors’ behaviour was made in advance.This website is not only fun but also provides easy access to important information. It not only contains regular features, which everyone is used to, but also premium and distinctive features like the interactive 'mobile phone finder'. Success: E-Plus now successfully sells - apart from mobile phones with price plans - organiser, modem cards, smartphones, accessories and other E-Plus products. Increasing numbers of website visits and (re-) visitors indicate the high acceptance and overall success of the new website.Two additional facts of this success story are the positive feed-back of E-Plus customers and the easy website usability although it exists of more than 1,000 pages.