I would say faculty and funding are the main two. I received an acceptance from a top 10 that told me who my advisor is, whose background was completely opposite my interests and past work, so I rejected the offer before getting information of funding. Another awarded a scholarship the first year allowing me to explore options/advisors during my first year, which is a major benefit. I have talked to students entering with external funding (e.g., NSF) and their freedom to try out different advisors for a few months made them much happier over time. You can only so much you can learn from a professors (typically out-of-date) website. Also, I personally would advise not to choose a University simply on its ranking.