I have some thoughts on how to improve BGs and PvP in general. This game has some great PvP but compared to other mmos could use a few changes. With Morrowind came BGs. BGs are something a lot of the community has asked for since pretty much launch. There are a few things I would like see changed.
First, AP gains in BGs. BGs are suppose to be another way to PvP. There is however, a problem. AP gain is BGs are roughly 1/3rd of Cyrodiil. Yesterday for example, I played a solid 3 hours of BGs before work. I won between 2/3rds and 3/4ths of the games, and was often one of the highest K/D ratios and highest objectives scored, even on losses. After all was said and done, with the AP boost I walked away with around 100k AP. This morning before work, I played about 1.5 hours of Cyrodiil. During this play, I did pretty much a normal routine. I defended keeps, assaulted keeps, took resources, had some small and large battles, and even a few 1v1s. I walked away with almost 300k AP. Half the time for double the AP in Cyrodiil.
Now, you may say that Cyrodiil is larger scale so you should get more rewards. Here is my thoughts on that; Cyrodiil is the more casual experience. And I hate to use the word "casual" because I would more than likely fall into this category. There is nothing wrong with playing 8+ hours a day or playing 1 hour a day. However there should be more reward for more skilled play. In Cyrodiil, a new player who just hits level 10 can walk in and contribute. They can use siege weapons, heal with boosted stats, etc. Sure they won't be able to take on a CP 630 but as a team, they can contribute. Now BGs on the other hand, because of their mode format and smaller scale, skill and gear mean A LOT more. So shouldn't a game mode that emphasizes skill and teamwork more than zerging around award more? Trials vs delves vs public dungeons for instance?
In every other MMO I have played (which I have been playing MMOs since I was like 10) from runescape, WoW, SWTOR, GW, GW2, etc, PvP is handled a bit differently where smaller scale and more skilled play reward better rewards. Going back to how casual and hardcore play is both fine in this game, I would like to see more incentives for skilled play. Keep Cyrodiil how it is. Cyrodiil other than lag, is fine, as I stated already. It caters to all levels and play styles. But BGs are catered to organized, skillful pvp more. Keep non-cp BGs how they are. LFG into them for fun. Only change I would suggest is again, higher AP. Double if not triple AP gain from BGs to keep it on par with Cyrodiil. But then let's get some more intense pvp. I think adding in a ranked system to BGs would boost their popularity by a large amount. Currently, the only "ranking" of BGs is leaderboard points. Which is honestly a terrible way to show rank and skill. An 'ok' player can easily get higher on that leaderboard than a very good player just by playing more.
Ranked BGs should be either in leagues like GW2 or specific ranks like WOW. This would encourage small, coordinated teams to climb the ladder or higher leagues to earn more rewards. But what could the rewards be for this effort? Staying away from "better" pvp gear might be a smart idea. In WOW, higher arena rank allowed you to earn more tokens to buy better gear. This created a large gear gap between someone who was higher rank vs someone who was just starting. This already somewhat exists with CP vs non-CP, or even lower CP. But if better gear would be the choice, something along the lines of all PvP gear having impen trait along with whatever other trait, or just better "vs player" set bonuses. My preferred idea though, would be instead of better gear, better skins/polymorphs/costumes. You reach X rank you get X hat, or costume. And players in the top X% or top 100 teams or whatever get a cool title. This means skill and coordination mean more than playing for 12 hours a day. A good team winning 5/6 games against equally skilled opponents gain more than a team that wins 50/90 games.
Just my thoughts on improving PvP and BGs in general. TL;DR, ranked BGs giving better rewards, a ranking system better than a ladder only accessible by players who play half the day, and just more AP for BGs to make even pug'd BGs more on par with Cyrodiil.