SSL Certificates

Well, the answer is simple. These certificate warnings will inform the user that the connection of your site is "non-secure" and thus can be extremely off putting to those who are asked to input personal/important information about themselves.

This update can be particularly damaging to Ecommerce Sites - statistics show that 83% of online buyers abandon their purchase if they find that the site they are going to buy from is non-secure, as they do not feel comfortable entering their payment details.

The same logic applies with Request a Callback forms etc, your customers are not willingly going to hand over their contact details and address if the connection is not secure between the client and server.

Ultimately, you can end up scaring potential customers away by making them feel like they are not dealing with a secure site / legitimate company. As it is a new algorithm introduced by Google, you will also be punished in your Search Engine Rankings if you are not complying; therefore there are many ways in which this can be a disadvantage to your business.

Standard

Standard Wildcards give one domain of your choice complete, full protection with an SSL Certificate. This will apply to both:
www.yourdomain.com
yourdomain.com

Wildcard

A single Wildcard SSL Certificate can be shared across various subdomains of your site, giving them all maximum protection without having to have multiple SSL's. For example, a Wildcard SSL Certificate would cover:
portfolio.yourdomain.com
blog.yourdomain.com etc
As well as the www. version of the address