Its partly your fault though!
I tried Wildstar and it is a well polished game with tons of things to do. You have housing, multiple different ways to pve, cool dungeons.
However its just more of the same, its a clunky UI, eye gouging flashy effects, over use of the telegraph system, extremely cartoonish, cheeky silly humor, and etc. These are all taste oriented and is why I can't stand the game and came back to ESO.
However... at its core Wildstar is a better, more polished, and full experience.
ZoS I love your game or I wouldn't be here, I believe in what you are doing but some serious things need to happen here.
Craglorn is a bust. I'm sorry but it is - the raids aren't fun or challenging at all, no bosses have multiple phases, there are no real surprises.
We need collectibles and things that casual players can do to keep them selves in the game grouping is great i'm ALL about grouping. but sometimes you just want to be left alone and do some solo stuff on the side that still makes you feel like you are benefiting your character.
Mounts for reputation, pets for reputation, gear and etc. there are lots of carrots here for you to use. Some tried and true methods should be used and wont make the game "wowish" trust me that is the LAST thing I want.
Reputation grinds are in games because they work and they keep people invested. As it is now I can log out and come back two weeks later and feel like I have missed absolutely nothing! THAT needs to change.
I really believe in what you are doing ZoS but lets get some things in the game that really keep people invested - the stick is great but you are seriously lacking the carrots.
Make some new skill lines that are extremely difficult (or time consuming) to get and difficult to rank up! (necromancy anyone?)
Maybe an entirely cosmetic skill line (bard) that is just good for playing new songs or flashy parlor tricks in taverns (a bards guild with a heavy grind)
I think you should seriously get on the ball with fixing that collectible thing in the achievements, maybe have droppable pets off mobs to farm or things of that nature.
Also - what is the most popular thing in Wildstar right now? Housing... I think an anniversary or two might be a liiiiitle too long for you to put housing in an elder scrolls game.
I'm here for the long haul but my sub alone isn't going to pay for the game.
I don't know how you are going to get back all the people that lost patience and walked away - but something big will need to happen.
PS. Thank you for allowing everyone to test now. Better late than never I guess but a lot of your lost subs are from bugs that could have been prevented with a higher pool of testers.