Ammo economy (fire rate) , range potential (stability/handling/spread), area of effect (punch through), and of course our standard crit/status focus are all things to consider when you mod.
If you are using fire rate to make up for a lack of damage or control, you will run out of ammo very fast.
If you can barely hit anything past 20 metres, your spread is probably too high and all you've created is a second melee weapon.
Would it make sense to allow the weapon to shoot through enemies hitting 2 maybe up to 10 enemies at once? Consider punch through.
Choosing crit or status? Well, which one has the bigger number? Or are they both high enough to try a hybrifld build? It makes more sense to add 50% or whatever to a large stat and make it huge (and thus putting your weapon on steroids), than adding that % to a small stat and make it average.
As for what damage element to use? Situational, and you should probably read the status and damage wikis to know which ones are the most ideal.
Always mod to your playstyle, this is why I rarely ever follow builds because the way I play is different to other people.