People have to decide what they're trying to do when they start a website these days. In the past it was nearly impossible for anyone to throw up a good looking site if they didn't know anything about programing. These days anyone can start their own online business within a few hours. They just grab a simple WordPress theme and they're ready to rock and roll.
I hope you know a business doesn't just look pretty, so the WordPress theme you use doesn't really matter. You need to make sure you're making the most amount of money possible and you can only do that by tweaking the design to increase conversions. You can only tweak the design if you test what works, so we're going to look at some amazing software you must start using once you're getting traffic.
We'll start with software that is free to use because you can start right now. Once you set up Google Analytics you will know a lot of things that can help you tweak the design. If your bounce rate is too high you might want to make changes on the pages they are landing on. If some pages are getting a lot of traffic you might want to optimize them for conversions.
Getting people onto your email list is hard work and if you don't have any programming skills it's not going to be easy to tweak your design. If you use Opt-in Skin it doesn't matter because this cool little plugin will allow you to design great opt-in boxes and put them anywhere. You even get to see which ones are working the best which makes it easy to change things around.
If you don't know what anyone is doing once they land on your site it's very hard to make changes that will have an immediate impact on your income. ClickTale is a special heat map software that lets you see what people are clicking on. Once you have a deeper understanding of each page you can easily make design changes in order to achieve specific goals.
If you use YouTube videos on your site you want to start using Lead Player. Where is the best place to put your opt-in forms when someone is watching a video? The correct answer is right on top of the video they are watching. That is what you'll be able to do with this software, plus you can tidy up the design by stripping out the YouTube logo and video controls which will make your page look nicer.
Unless you're a psychic who can see into the future you definitely won't be able to tell which designs will perform better against other designs. Sure, you can always guess because that is a good way to run a business. If you're sensible you will start using A/B split-testing software and you can sit and wait while it tells you what design will make you the most money. You'll throw away money if you don't use it.