The barrier to entry has been removed.
The high costs associated with these technologies has been removed as more customers are using them and the competition has increased. In some cases like with Google Analytics, Google removed all costs by buying a tool and supplying it for free.
All sites should be employing a constant testing approach, looking at A/B or MVT technology to increase conversion rates, heat tracking or analytics to increase user flow and UX.
indago digital has a technology agnostic view and works with any tool that will get the job done.