SSL is a system which encrypts traffic from a user's web browser and the website they're connecting to.
This is essential for sites where users may need to submit personal or confidential information to a site, such as address or credit card information.
SSL Certificates ensure customers can verify the identity of your site and that the connection to it is safe and secure.
They're also a great way to help build trust in users that may otherwise be skeptical ordering from a new site.
Enhanced Privacy = Greater Trust
By encrypting the traffic between you and your customer, their privacy is enhanced greatly.
Furthermore, users will feel they can trust your site more, and since their information is safer. It could mean the difference between a sale and an abandoned cart.
More recently, search engines have started applying more weight to sites that value customer privacy and have an SSL Certificate applied to the website.
This translates to a higher ranking in certain search engines, which in turn boosts your website traffic!