Business
How To Increase ECommerce Product Performance Without Increasing Marketing Spend
Dean DeCarlo, President and Founder of Mission Disrupt
Increasing online sales does not automatically require an increase in the marketing budget.
ECommerce companies often miss hidden revenue opportunities that are easily available. Implementing strategies to take advantage of these opportunities can lead to new company sales, by analyzing the most impactful metrics that organically increase product performance.
Conversion Rate Optimization is the practice of utilizing data analytics to run tests and increase onsite performance without increasing ad budget. Google analytics provides crucial first metrics to start with, before blindly testing new assets or applying content.
Landing Page Metrics
Conversions Rate: Ratio of customers that purchase vs. customers that visit a website. This crucial benchmark of performance provides insight into how changes directly impact landing page performance. For example, 1,000 users convert at a rate of 3%, which translates to 30 paying customers. If new changes are made to the landing page that results in a conversion rate of 4%, 10 more customers per 1,000 users will visit the website. Measuring conversion directly provides data on the adjusted changes showing an increase or decrease in performance.
Product Performance Metrics
Cart-To-Detail Rate: A metric that is often overlooked when measuring individual performance. This percentage includes data on users that have added a product to the cart after viewing the product page. If the Cart-To-Detail Rate is lower than average, immediately consider what may be causing it. Example issues include a sub-par product title, a bug, or product benefits that could be missing from the description, which is meant to convince a user to purchase. Focus on the actual products instead of the average to find the attributes contributing to the higher Cart-To-Detail Rate.
Buy-To-Detail Rate: Once the issues identified in the Cart-To-Detail Rate are fixed, the Buy-To-Detail Rate can be used as the ultimate benchmark of increased performance. Remember, even a 1% increase could result in a variety of lump sums in sales. If the data is displaying a decrease in performance, analyze the Check-Out-Behavior metrics.
Check-Out-Behavior Metrics: These metrics need to be checked on a weekly basis to ensure the eCommerce website performance is firing correctly across all six cylinders. Drops in performance can indicate cart issues that need to be addressed immediately. Problems such as slow loading times, lack of quick payment options (Venmo, Apple, Google Pay), or long fill-out times on customer forms, are all contributing factors that affect these metrics.
Billing & Shipping Drop Off: The percent of users that leave a website from the Billing and Shipping page. Understand what is causing the users to leave. For example, causes might include a lack of shipping options, broken discount codes, and forms without autofill for addresses. Focus on creating a fast and easy user experience.
Payment Drop Off: Indicates the users that leave a website during the payment input. A high drop-off percentage indicates that payment options need to be evaluated. The majority of users browsing online consists of mobile users. One-touch payment options such as Venmo, Apple, or Google Pay, are crucial in today’s digital age.
Review Drop Off: The last stage before the user confirms a purchase. The ratio will remain low if billing, shipping, and payment drop-off issues are tackled. Check that the pricing and discounts are clear and the submit order button is within view, to ensure users are aware they need to confirm the order.
Increasing product performance can be a tedious process, but the rewards are well worth it. These metrics can be used as the basis of your conversion rate optimization metrics and the additional recommendations can be analyzed in the order presented to make this a manageable process. Check out Dean DeCarlo’s Youtube series Impact Analytics Series. Visit: Missiondisrupt.com
Business
Royal York Property Management And Nathan Levinson On Building Stable Rental Portfolios In A Volatile Market
Across North America, Europe, and much of the world, rental housing is caught between two pressures. On one side are tenants facing record affordability challenges. On the other side are landlords seeing operating costs, interest payments, and regulatory complexity move in the opposite direction.
Recent analysis from Canada’s national housing agency shows how tight conditions still are. The average vacancy rate for purpose-built rentals in major Canadian centres rose to about 2.2 percent in 2024, up from 1.5 percent a year earlier, but still below the 10-year average despite the strongest growth in rental supply in more than three decades.
At the same time, higher interest rates have pushed up the cost of acquiring and financing rental buildings, which has slowed transactions and made many projects harder to pencil out.
In this environment, the question for landlords and investors is less about chasing maximum rent and more about building stability. That is where Royal York Property Management and its founder, president, and CEO Nathan Levinson have drawn attention.
From a base in Toronto, Royal York Property Management manages more than 25,000 rental properties, representing over 10 billion dollars in real estate value, and operates across Canada, the United States, and parts of Europe. Levinson also sits on a Bank of Canada policy panel focused on the rental market, where he provides data and on-the-ground insights about rent trends and landlord stress.
For many smaller property owners, his model has become a reference point for how to treat rental housing as a structured financial asset rather than a side project.
Rental housing under pressure from both sides of the balance sheet
In many countries, the basic rental story is the same. Construction of new rental housing has climbed, yet demand still runs ahead of supply in most major cities. In Canada, overall rental supply grew by more than 4 percent in 2024, the strongest increase in over thirty years, while vacancy rose only modestly.
At the same time, borrowing costs have moved sharply higher compared with the pre-pandemic period. Research shows that elevated interest rates have reduced the profitability of new multifamily deals and slowed investment activity, even as structural demand for rental housing stays strong.
For small and mid-sized landlords, that tension shows up in a simple way. Mortgage payments, taxes, insurance, and maintenance rarely move down. Rents move up more slowly, and in many jurisdictions they are constrained by regulation or market realities.
Levinson’s view is that this gap will not close on its own. Landlords who want to stay in the market need more predictable income, tighter control of costs, and clearer systems for dealing with risk.
A property management model built for volatility
Royal York Property Management did not start as an institutional platform. Levinson’s early clients were owners of single condominiums, duplexes, or small buildings who were struggling with irregular rent payments, surprise repairs, and complex rental rules.
Instead of handling each property ad hoc, he built a standardized operating model that treats every door as part of a wider portfolio. Each unit sits on a centralized platform that records rent, arrears, lease expiries, maintenance tickets, and legal actions. Owners see real-time statements and performance metrics rather than waiting for year-end reports.
That structure, combined with an internal maintenance and legal team, is designed to handle stress rather than avoid it. When markets are calm, the system may look conservative. When conditions worsen, it is what keeps owners in the black.
“Execution is everything” is how Levinson often frames it in interviews.
Turning rent into a more predictable income stream
The feature that first drew many investors to Royal York Property Management is its rental guarantee program in Ontario. Under this model, landlords receive their rent even if a tenant stops paying. RYPM takes responsibility for legal proceedings, arrears recovery, and re-leasing the unit, while the owner continues to receive income.
Independent profiles of the company describe this as one of the first large-scale rental guarantee frameworks in the Canadian market, and note that the firm manages tens of thousands of units under this structure.
The guarantee itself is closely tied to local law and does not transfer directly into every jurisdiction. The underlying logic, however, is straightforward:
- Treat unpaid rent as a recurring and manageable risk rather than an occasional shock.
- Price that risk into a clear product instead of handling each case informally.
- Use scale, legal expertise, and data to keep default rates low and resolution times shorter.
For landlords who are facing mortgage renewals at higher interest rates, having a more stable rent stream can be the difference between holding a property and being forced to sell. That is one reason rental guarantee models have started to attract interest from investors outside Canada who are watching RYPM’s approach.
Using technology to see risk earlier
Behind the guarantee and the day-to-day operations is a technology stack that tries to surface problems before they become crises. Royal York Property Management’s internal platform uses data from payments, maintenance, and tenant behavior to flag risk signals and operational bottlenecks.
Examples include:
- Tenants who move from on-time payments to repeated short delays.
- Units where small repair tickets point to a larger capital issue ahead.
- Buildings where complaint volumes suggest service gaps or staffing problems.
Rather than treating these as isolated events, the system aggregates patterns across thousands of units. That allows management to decide whether a problem is individual, building-specific, or systemic.
Levinson has also pushed this data outward. As a member of the Bank of Canada’s rental policy panel, he provides anonymized information on rent collection, defaults, and renewal behavior, which feeds into broader discussions about financial stability and housing policy.
The same data that protects a landlord’s cash flow in one building helps central bankers understand how higher rates are affecting thousands of households.
Why the Canadian case matters for global landlords
Several recent reports underline how closely rental markets are now tied to national economic performance. Tight rental supply and high rents are feeding inflation in many economies. At the same time, higher borrowing costs are discouraging new construction, which risks prolonging shortages.
This feedback loop is especially hard on small landlords. Many own only one or two properties and have limited room to absorb higher mortgage payments or extended vacancies. Analysts in Canada and abroad have warned that some owners are at risk of default as their loans reset at higher rates.
In that context, the Royal York Property Management model offers three lessons that travel across borders:
- Standardization protects both sides. Clear processes for screening, rent collection, maintenance, and legal steps reduce surprises for owners and tenants at the same time.
- Risk pooling is more efficient than one-off crises. Handling arrears, legal disputes, and vacancies inside a structured system is less costly than improvising each time.
- Operational data belongs in policy conversations. When policymakers have access to real rental data rather than only mortgage statistics, interventions can be better targeted.
It is not an accident that Levinson’s work now sits at the intersection of private property management and public financial policy.
What everyday landlords can borrow from the Royal York playbook
Most landlords will not build a 25,000-unit management platform. Many will never interact with a central bank. The core ideas behind Nathan Levinson’s approach are still accessible to smaller owners that manage a handful of properties.
Three practices stand out.
First, treat every rental unit as part of a simple portfolio. That means using a consistent template to track rent, arrears, expenses, and vacancy days for each property, then reviewing it on a schedule instead of only when something goes wrong.
Second, write down the rules for risk in advance. Late-payment steps, repayment plans, documentation standards, and maintenance response times should exist on paper, not only in memory. Royal York’s experience suggests that clear rules reduce conflict, because everyone knows what will happen next.
Third, invest in service as a protective layer. Multiple independent profiles of RYPM point out that faster response times and transparent communication reduce tenant turnover and protect building condition, which in turn supports long-term returns.
For landlords and investors trying to navigate today’s volatile rental markets, the message from Royal York Property Management and Nathan Levinson is surprisingly simple. You cannot control interest rates or national housing policy. You can control how organized your portfolio is, how clearly you manage risk, and how consistent your operations feel to the people who live in your buildings.
For many, that shift from improvisation to structure is what will decide whether their rental properties remain a source of wealth or turn into a source of stress.
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