Browsers are going out of their way to indicate HTTPS to the customer

Have you noticed those padlocks in the browser address bar? Chances are you have, but that you don't really think about it until you feel something is a little fishy. Browsers have gradually been stepping up the user experience for the average consumer in recent years:

Soon, Chrome will start making it very apparent when a page contains either a password or credit card field. If those fields are present and not served via HTTPS, they will display a big red visual warning indicating to the customer that the page is not secure.

Recently, Chrome started showing a warning when a site is loaded using HTTP when in Incognito mode, as shown in the following image:

Chrome is not the only browser that is increasing visual prompting when a site is not served with HTTPS: Microsoft Edge, FireFox, and Opera have all announced plans to increase visual cues. This will, of course, lead to fewer and fewer scams succeeding, but will also cut into legitimate business conversions because they have neglected the application of HTTPS.