I'm technical and I've used tools like launchrock, unbounce, optimize press (http://www.optimizepress.com/) and leadpages ( http://www.leadpages.net/ almost exclusively now) because I don't have time to waste coding and designing. I need that time to spend on validating my product, marketing and getting the business running .If it's a dead simple product to use, I'll always give it a go, especially if there is a free/trial version.
Personally I find that multi-variate testing is a distraction until I have my traffic and base conversion numbers down, but for those customer that do, then it helps seal the deal. I also make sure its easy to integrate Google Analytics or Kissmetrics & that the templates have a responsive design, those are must haves
I think if you find a niche audience, like online online marketers, and tailor the product to that market's needs you have a better chance in a crowded market. You don't need many customers to be successful :)