Hypertext Transfer Protocol over SSL (Secure Socket Layer) creates a secure and encrypted connection to transfer and display files over the internet. HTTPS is commonly used to protect private user information including login and payment information.
It is important to use HTTPS in order to protect your visitors and allow them to feel confident during a checkout process. Visitors will notice that their connection is not secure and you will lose their trust, resulting in lost conversions.
Setting up HTTPS is an additional expense and places a heavier load on the server, but it is a critical element of any website that deals with personal information. The image below highlights the multiple ways in which a visitor will be notified that they are browsing over a secure connection.