The implications behind certain action verbs can often affect users’ willingness to follow through. Pay special attention to what your buttons and calls to action might suggest. A phrase like “order now” could imply to some users that they will have to wait to get whatever it is that they’re looking for. Others, like “apply now” or “join now”,  could suggest that something might be required of the user in order to be a part of whatever the group is that they’re joining. Rather than focusing on what the group’s requirements are of the user to join, focus on what the user requires of the group. How will they benefit? Try using gain-focused words (ex: get, view, enjoy, discover, see, play) over effort-focused (ex: submit, start, activate, learn, pay, go). If the user is interested in a free download that you’re offering in return for them joining your email list, instead of “Join now” (what you want them to do), maybe your button reads “Get my free download”.