Understand and improve account sign up rate

[JoannaHill]

In the new design, understand the different paths that users go to to sign up. Look for opportunities to improve the sign up rate. Then test improvements e.g. with A/B testing.

What problem are we trying to solve?
We don't actually know exactly how people are commonly signing up for an account right now. So we can't easily optimise that path.

Why?
Account sign ups are the main tool we have for fundraising>
It's also the primary metric for knowing people are using the site.

Background
Accounts were introduced to the Planning Alerts website in 2023 (fact check this).