After realizing that the URL scheme seen in Chrome recently was not such a good idea, Google has gone back to displaying the full URL which is safer as at least a dodgy address can be spotted more easily.
Now Chrome shows the proper URL again so it clearer in our opinion. We use a dynamic theme so we do not have a WAP. or M. CNAME as the site can be displayed on phones easily.
The https on our URL shows we have a certificate on the site, not that its necessary, but we prefer to offer the safest possible experience on the site. We use a free service but we have to manually import it into Azure as we do not have documentation to mechanize the process. Maybe someday.
Traffic on the site has grown considerably mostly as more and more now come here as a regular on a monthly basis. A smaller number are weekly regulars.