- Courses: Do they have courses that you're interested in taking, and is the department strong in those areas? What's the balance between theoretical and more immediately practical classes, and which do you care more about?
- Professors: How are the professors regarded as instructors by their own students? During undergrad, your professor's quality of instruction matters more than their quality of research.
- Rigor. Top colleges are pretty comparable, afaik.
- Class size.
- Affordability.
- Quality of environment.
No one criteria ever really "trumps" other criteria. You have to determine your personal weightings for each and decide which place offers the best balance. Also, you may find that your priorities change once you've been at college for a year or two, so unless you have a super good idea of what you want to do, you might prefer well roundedness to strength in only a few key areas.