Most people don’t know what an SSL certificate is, but they understand that immediately. And they run in the other direction. In order to avoid this, if you ask a customer for ANY personal information, make sure you have a functional, up-to-date SSL. If you see “https” at the beginning of your domain name, you’re in good shape. If there is no “s” at the end, talk to your web host. Not only does having one make customers happy, but it plays a role in Google’s search-ranking algorithm.