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Why do E2E Test Automation Attempts Repeatedly Fail Quickly at Software Companies? Part 2: The Whys *

Why do E2E Test Automation Attempts Repeatedly Fail Quickly at Software Companies? Part 2: The Whys *

Lacking the capability, yes. But mostly due to mindsets (human factors).

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Zhimin Zhan
Jul 28, 2025
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The Agile Way
Why do E2E Test Automation Attempts Repeatedly Fail Quickly at Software Companies? Part 2: The Whys *
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Continuing from Part 1 (the hard truth): Once we understand the fundamentals of E2E test automation — and honestly confront the realities — it becomes clear why so many attempts at E2E test automation repeatedly fail in many software companies.


Why do E2E Test Automation Attempts Repeatedly Fail Quickly?

Because E2E Test Automation Success (see below) is so rare, most software professionals have never witnessed one, let alone participated in the implementation. Naturally, they got many basic things wrong.

In my opinion (over 15 years of test consulting), the reasons for “keep repeatedly failing E2E test automation syndrome”:

1. E2E Test Automation has to be closely tied to releases, especially production releases. Otherwise, …

Otherwise, there is no checking of E2E test automation and appreciating its great benefits. The truth is, when you run your automated E2E (UI) regression suite regularly, it can catch a surprising number of regression bugs.

“Facebook is released twice a day, and keeping up this pace is at the heart of our culture. With this release pace, automated testing with Selenium is crucial to making sure everything works before being released.” — DAMIEN SERENI, Engineering Director at Facebook, at Selenium 2013 conference.

Automated end-to-end (UI) regression testing isn’t a privilege reserved for the world’s top tech giants. Any software company — with the right mindset and commitment — can achieve it.

As a solopretnour, I have been conducting daily production releases for over 10 years, for all my web apps.

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