Pretty simple question. At the moment 99.999% of new coins tokens and crypto project all have a telegram group (full spam and bounty hunters) , a twitter account that only posts pre-made bullish news about their own coin, a subreddit with 20 subscribers and 5 bots, a Facebook page full of 3rd world country princes asking for your eth private key.
What is left to judge a product? Only their website. But how accurate and trustworthy can a website be? White paper too aren't to be trusted, since 90% of the time they get changed work-in-progress.
What metrics do you use?
Quality of a website is one I look for when I choose an ICO but the most important is the team behind the project because they are the one who will run the business. The second thing I check is the product, is it unique and can easily understand by common investors. Least is the website, how secure it is because if it is not secure, the business is in big trouble.