One of the reason most Internet professionals don't engage in website testing (and optimization) is that the initial costs are simply too high for many - and those costs can be extensive.
There are the costs to acquire the actual software, the related labor costs (e.g. employee training), service fees and many other outlays that must be made that are associated with website testing. In essence, there's a lot more to cover that just the price tag.
If you want to know what the total cost of ownership is for a website testing initiative (a far better estimate for any software , take a look at a new infographic from monetate which addresses the elements that affect costs directly and indirectly associated with website testing tools.