on
nopcommerce.com/demo.aspx
include links (with images) to the demos of the official premium nop themes - this will give potential new users a look at what they can get without customisation.
I'm sure it will encourage more new users.
These should probably be below the information that is on the page already.
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I think you should highlight that the top demo is what you get free out of the box.
Then the lower demos should mention that they are not free - but you should mention that the included features are just the same as the free out of the box version, it's just the look of the public store that is different.
add links below each demo to the page where they can purchase the theme ( but highlight that they need to download the free code too )
Remember that many of the people who this page is targeted at are completely unfamiliar with setting up an application so make it clear that the whole process is really quite simple.
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See also https://nopcommerce.codeplex.com/workitem/12187