Here are the 3 factors for me

1. Team- how solid the background behind the project. How dedicated and serious they are on the project.

2. After sale - This is also something that is important to me that very few acknowledge it. I am looking at the project where huge people or community will benefit on it.

3. Technology - this is the least for me but I consider this a very important matter. I need to be honest that I am not crypto geek who have a deep knowledge about blockchain, crypto etc. That's why I also check feedback from others about this aspect