Disclaimer: context is king, we don't know your business so you'll get an "average" answer.
Google and read about the Modern Testing Principles [1], it's a set of principles and a community around it (join the Slack channel through the same link) that tries to bring change to the " test reports inspire developer confidence" state of mind. There's not a lot of tangibles around it yet but it's a good start.
As for coverage percentage, there are multiple papers showing that (usually) anything above 80%-85% does not contribute to the quality of the product. Also remember that unit test are not great at finding "good" regression bugs, especially those subtle bugs related to timing, concurrency or external resources (e.g. your DB).
I can throw dome ideas but you'll need to be more specific for them to be useful-
- Use Data, from CI tests through just-before-big-release tests to production bugs having more Data and better ways to utilize it will help you find problems earlier and solve them faster.
- Don't be afraid of some level of manual testing, sometimes it's the most cost effective solution especially for start ups. Mobiles are the best example, it's very costly and difficult to build a stable test environment especially if you want to have good phone models coverage.
- Cover bottom up (aka "The Test Pyramid"), have more unit tests, a bit less integration tests (contract tests, sub sets of modules where the rest is mocked), have good but less API tests and finally have only a handful of E2E tests and even less UI tests.
- None of the above is set in stone though if it works for you, for example if your UI is simple and stable enough go ahead and use it as your main interface.
Finally remember that testing is hard and knowing that you have good results is even harder than for your actual product, so iterate and learn as you go.
[1] https://www.angryweasel.com/ABTesting/modern-testing-princip...