Following factors effects on test automation :
1   Automation Framework   Availability   High
A Good framework makes your scripting, debugging and maintenance easier. Do understand that framework needs continuous updating across the script development.
2   Application   Repeat functionality   High
It is quite easier to automate in case the functionality repeats across the application (Recommend to use keyword driven in such cases, as you do not end up in writing more action/verification based methods). If NOT, then the effort of building libraries and/or scripts is more linear in nature.
3   Project   Test Scope   High
If the complexity of application as well as the test scope is complex in nature, then it would consume huge efforts to automate each test case.
4   Test tool   Support to AUT   Medium
The test tool to be used may not support some application functionality and may cause overhead. You may find it more difficult to get started with open source scripting and/or tools.
5   Scripter   Skill   Medium
This costs project. The right skill packages of the scripter are very essential for any good test automation. If the customer NOT willing to provide the leverage on the estimate for this factor, do NOT forget to add the learning curve cost to the overall time.
6   Application   Custom Objects   Medium
The number of custom objects in the automation scope matters as it becomes overhead for the test automation team to built and maintain the libraries for them.
7   Application   Type (Web/ Client-Server / Mainframe)   Medium
For web application, any commercial test tool has amazing utilities and support. Otherwise, there are good possibilities that you need to spend huge effort in building libraries.
8   Application   Developed Language & Medium   Low
It matters as selected test tool does not support specific verification checkpoints.
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