I have played this game since 1.6 with breaks every now and then, but the lag is currently worse than its ever been since I started playing. I'm not sure if it's a combination of more ball groups running now and the influx of Japanese players, but there is now no time of the day (except maybe around the 1am to 5am range, I have never played then so I don't know what the performance is like) where you can play in the main campaign. The main campaign is unplayable. It's pretty much at the point where I am trying to unlearn light weaving because it's no longer possible. Skills are not on a 1 second global cooldown, it's more like a 2 to 5 second global cooldown. You cannot use your abilities. It's as simple as that.
At least there is the standard campaign, right? Nope. Yesterday (July 21), I hopped on standard and the pops were locked EP, high bar DC, and medium bar AD. It was unplayable. Okay so main campaign is unplayable, standard is unplayable. What about no CP? No CP is unplayable as well.
The main campaign is unplayable. So now there are a couple scenarios. Either the other campaigns are completely dead or they are also unplayable. Luckily there are some small periods of time a day where standard and no CP are actually kinda alright, but it's rare. So now all that is left is IC, battlegrounds, and dueling.
IC is alright, but it's usually very dead and if not you just fight the same 3 people over and over. When there are actually groups running the pvp is great and completely lag free and it's awesome. If IC got some work done to it, it could be the saving grace of pvp. I don't have any ideas for what to do to it, but I'm sure others do.
Battlegrounds are alright, but 4v4v4 is awful. 4v4v4 is not competitive, instead it should be 4v4. The reason why 4v4v4 is not competitive is because the best strategy to win is to wait for the other two teams to fight and then swoop in and steal the kills or do the objectives. 4v4 would prevent that from happening. It would be nice if there were also other queues like 2v2 and 1v1. I also personally believe that you should be able to duo queue. Duo queue doesn't make a big enough impact to get a free win like a 4 man queue does and then it allows people to play with friends. If you don't want to add 4v4, at least add custom servers so that the players can at least make battleground matches themselves. There used to be a guild that did this back in the day and just had everyone queue up at the same time, but you can no longer do this effectively since you can't queue with someone and the odds of getting the match with the people you wanna team with and fight against is super low. These custom battleground matches we used to do were amazingly fun and I miss doing them.
Dueling is good. I'm not sure it needs any improvements.
What ZOS can do to fix this:
1. Buy more servers. ZOS, just buy more servers. Everyone knows you buy more servers when a DLC drops or it's Midyear Mayhem and that's why pvp is suddenly not laggy anymore. I know you will say it's too expensive, but if pvp was lag free it would be amazing. So many people would come to this game because Cyrodiil is truly unrivaled. Every pvper would recommend this game to their friends when they haven't before because the lag is so bad.
2. Actually fix the lag. It seems like you are trying to do this. It doesn't seem possible to me, but let's see.
3. Rework some of the campaigns. In Planetside 2, a game very similar to Cyrodiil, when the populations are low in certain campaigns they reduce the map size tremendously so that people who are playing there can still get good pvp. Standard would be awesome if it worked this way. Instead of having the whole of Cyrodiil, reduce it to something like 3 to 6 keeps. Or even better, 3 to 6 outposts. It would be awesome and a lot of fun.
4. Make the options outside of Cyrodiil more appealing. Breathe life into IC, make Battlegrounds better or at least add custom games. Give us a pvp DLC.
ZOS, the pvp in this game when it isn't laggy is second to none. It is amazing. It's the only reason people are able to play in the laggy messy that Cyrodiil is because the combat is just that good. I know you think it isn't worth spending time with pvp because it doesn't seem like it's cost effective, but if pvp was great and playable I would be shocked if it didn't bring in so many new players and tons more money.
For those wondering why I spent the time to type this, I am typing this because I am bored because I usually pvp at this time but it is currently unplayable.