I want a system that makes me feel more powerful than I did when I started the game. I want to be able go back to earlier content and feel it is easier because I've worked to be better. I don't want to feel like mudcrabs will be as hard on day 365 as they were on day 1. I want to go back to earlier content that I couldn't solo before, but can now that I've earned the power increase. I want to feel content is getting a little bit harder each time and I have to put in the time to earn the skill/power to defeat it. This is traditional RPG leveling.
Your primary focus seems to be PVP. I don't play that part of the game.
Different visuals do not motivate me. My warden wears the outfit that came with the Morrowind collector's pack. My sorc wears a costume he got while questing. It doesn't matter to me that my sorc lightning might be purple instead of blue/white. I don't do housing decorating. To me, these are all things I can get in a mobile game.
Add a proper talent tree system where you need to make tough choices with your points. Make the bonuses much weaker as well, and not just flat +% buffs.