Test automation is one of those topics that everyone agrees is important, but not everyone agrees on where to start. Organisations want faster releases, fewer bugs, and lower costs, but without a clear strategy, test automation can quickly become a bottomless pit of scripts, tools, and maintenance overhead.
That’s where ROI (return on investment) comes in. The smartest teams don’t automate everything. Instead, they automate the right things. And just as importantly, they know what to skip.
Why ROI matters in test automation
Automation isn’t free. It takes time, tools, training, and ongoing maintenance. If you automate the wrong things, like one-off tests that are never run again, you can actually slow down delivery instead of speeding it up.
Thinking in terms of ROI keeps you focused. It ensures that every automated test provides more value than it costs to build and maintain. In other words: automate where it saves you time, reduces risk, or increases confidence. Skip the rest.
What to automate first
Here’s a simple checklist to prioritise automation. If a test meets several of these criteria, it’s a strong candidate for automation.
High-repetition tests
If you’re running the same tests over and over, automation pays off quickly. Instead of testers spending hours clicking through the same scenarios, you let the scripts do the heavy lifting.
Stable functionality
Automation works best when the system under test doesn’t change every five minutes. If requirements or UI designs are still in flux, your automated scripts will constantly break, draining ROI. Focus first on areas of the application that are stable and core to the business.
Business-critical processes
If a failure would result in significant financial losses, damage to the business’s reputation, or compliance penalties, that’s a prime candidate for automation. Automated tests provide a safety net to catch issues before they reach production.
Multiple configurations
When you need to run the same test in different browsers, devices, or environments, automation delivers huge value. Instead of multiplying manual effort, automation lets you scale execution effortlessly.
Data-driven
If a test involves running the same logic with different data inputs, automation is a perfect fit. You can parameterise inputs and let the script run through dozens or hundreds of scenarios quickly.
What to skip (for now)
Equally important is knowing what not to automate. Automation may seem tempting, but it could ultimately drain time and budget with little return.
One-off tests
If a test will only ever be executed once or twice, the investment in automation rarely pays back. Manual execution is simpler and faster.
Changing functionality
Areas of the system that are under constant design or development change will break your automated scripts repeatedly. It’s better to wait until the functionality stabilises.
Subjective tests
Automation is great for checking what should happen. However, it’s poor at evaluating how it feels or if it’s intuitive. Leave exploratory, usability, and visual assessments to human testers.
Weak tooling support
If your tools can’t easily interact with certain technologies, such as legacy mainframes or highly dynamic UI components, automation becomes fragile and costly. In such cases, stick with manual testing or explore alternative strategies.
Building your automation ROI strategy
Here are practical steps to apply the checklist in your organisation:
Audit current test suites
Which tests take the most time? Which areas cause the most incidents?
Score tests against the ROI checklist
Prioritise those that meet multiple ‘yes’ criteria.
Start small, deliver value early
Automate a small, high-impact subset first. Show results before scaling.
Measure outcomes
Track saved time, reduced defects, and the speed of releases. Then use this data to demonstrate ROI.
Getting automation right
Test automation isn’t about automating everything; it’s about automating the right things. With a clear ROI-driven checklist, you can prioritise high-value tests, skip the low-yield ones, and build a sustainable automation strategy.
The organisations getting real benefits from automation aren’t the ones with the biggest suites; they’re the ones with the smartest strategies. Start with ROI, automate for value, and let humans do what they do best: explore, question, and create insight. Your automation journey isn’t about replacing testers. It’s about giving them the freedom to focus on the work that really matters, while the scripts take care of the rest.
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