Hello,
firsly I have to say that PVP in ESO is fun especially when in small scaled battles and not zergs. However, I still believe there is something lacking, some kind of progression perhaps?
If you consider the campaign score as a goal of progression then that doesn't feel very rewarding. Correct me if I'm wrong but the prize of winning or scoring high on leaderboards in a campaign is money? In addition the campaign duration is long if you ask me.
Alliance points as a currency for buying some really really expensive items doesn't cut it for me either.
Skill points / pvp rank : There's plenty of them already but they are welcome.
Random mailbox items : ehh ok
Scrolls : they come and go, switching hands everyday . You would think "Oh, we lost our scroll, nevermind we 'll get it later again today or tommorow".
Keeps/objectives : same as scrolls
Now, I know they are going to add a PVP dungeon and I'm looking forward to it but that alone will cover the gap? I truly hope that will change things a bit and give alliance war a meaning, a purpose to fight..