To speed up tests, identify and isolate flaky tests, fix their root causes, and monitor them continuously. Tests can also be parallelized by running independent tests on multiple VMs simultaneously using tools like Selenium Grid. Break suites into focused suites like smoke and regression. Create smart test data programmatically via APIs or databases for reliability and speed. Use direct locators like IDs over generic XPaths. Add conditional waits instead of generic waits to tests. Unit testing is a shared responsibility between devs and QA.