Exactly, the team, the product, the cap of their token, the level of popularity, the roadmap and if they do what they have mentioned in it.
Good measurement on how to choose a good ICO. Those ICO's that has a very high cap is far from succeeding but there are projects that even they set a high cap still they are successful. This thing has been adjusted by VLB, soft and hard cap reduced.
You should check how many visitors at their website.
There's no relation even there are too many visitors to their website, what matters is on how many people invested to that ICO.