While the industry is moving toward continuous delivery and continuous testing, most companies still struggle to maintain successful test automation suites. Many automated test efforts focus on the wrong things, and are structured in ways that make it too easy to fail. This talk will walk through how to focus a testing strategy and organize testing code to get good value from test execution. In addition to big picture strategies, the talk will cover specific examples for how to obtain significant improvements in several different components of a test framework, including successful test writing, data management, page object abstractions and synchronization.