Importance sampling consists of simulating the Monte Carlo paths using a different probability distribution (also known as a change of measure) that will give more likelihood for the simulated underlier to be located in the area where the derivative's payoff has the most convexity (for example, close to the strike in the case of a simple option). The simulated payoffs are then not simply averaged as in the case of a simple Monte Carlo, but are first multiplied by the likelihood ratio between the modified probability distribution and the original one (which is obtained by analytical formulas specific for the probability distribution). This will ensure that paths whose probability have been arbitrarily enhanced by the change of probability distribution are weighted with a low weight (this is how the variance gets reduced).