[christonog]

Well, I'm mainly referring to the very early prototype stage, where you spend as little as you can. If you have some early funding (either self funding or family) then you can use VWO instead of a free A/B testing framework (A/Bingo for example).

You still need to know how to manipulate some of the front end and back end code to show the user your A/B tests. On page SEO at least requires some knowledge of HTML. You're right about marketing such as adwords and LTV not requiring any code though.